Retail Business
The Challenge
A growing retail business with eight stores across Wales and the West of England needed better customer service coordination. Customers calling about orders, product inquiries, or store information often got transferred multiple times between stores and departments, leading to frustration and abandoned calls. Staff couldn't access customer information or order history during calls, requiring customers to repeat information multiple times. During peak shopping periods, customer service lines would become overwhelmed, with wait times exceeding 10 minutes. The business had no way to track which stores were receiving the most calls or identify common customer issues. Online order inquiries required staff to manually check multiple systems, and customers calling about returns or exchanges had to be transferred to specific stores, often resulting in dropped calls.
The Solution
We implemented a unified VoIP system connecting all eight stores with full CRM integration. Customer service calls are intelligently routed to available staff across all locations, with caller information and order history appearing automatically on screen. We set up dedicated lines for different inquiry types: product information, order tracking, returns and exchanges, and store locations. The CRM integration means staff can see complete customer history, previous orders, and preferences instantly when calls come in. We configured call queues with estimated wait times and callback options, so customers aren't stuck on hold. The system integrates with their e-commerce platform, so online order inquiries can be handled immediately without manual lookups. We also set up internal communication channels so staff can quickly consult with colleagues at other stores when needed. Training was provided to all customer service staff on using the integrated system effectively.
The Results
Customer service call resolution time decreased by 45%, from an average of 12 minutes to 6.5 minutes. The business now handles 50% more customer inquiries with the same staff size, thanks to improved efficiency and routing. Staff can access order information instantly during calls, eliminating the need for customers to repeat information and reducing average call time by 35%. Customer satisfaction scores increased significantly from 74% to 92%, with customers particularly appreciating the faster service and knowledgeable staff. The callback feature has reduced abandoned calls by 60%, and the system provides valuable analytics showing call volumes, peak times, and common issues. The unified system has also improved coordination between stores, with staff able to check inventory across all locations during customer calls. Return and exchange processing is now 40% faster, as staff can handle these calls directly rather than transferring to stores.
Key Metrics
- ✓8 stores connected on unified system
- ✓45% reduction in call resolution time
- ✓50% increase in inquiry handling capacity
- ✓92% customer satisfaction (up from 74%)
- ✓60% reduction in abandoned calls
- ✓35% reduction in average call time