Case Study: Energy Company

CUSTOMER PROFILE

The Challenge

Recently, the company expanded into the competitive French consumer market with the goal of helping to reduce users’ dependency on fossil fuels. Its 23 advisors handle 100,000 contacts annually using phone, email and chat.

To launch its new French operation, the company engaged Webhelp, a global leader in business process outsourcing and a NICE CXone partner, to act as a managed service provider and deliver a scalable, omnichan­nel contact center solution.

“In the competitive French consumer market, customer service is a huge differentiator,” explains Delphine Burband, Global Technology Solutions Marketing Manager for Webhelp. “Our client wanted to implement a 100% digital sales strategy for all aspects of customer service, including lead acquisition, data management, conversion and more. The company also wanted a clear understanding of exactly which marketing channels produce the highest return in order to implement cost-effective custom­er acquisition campaigns.”

“In order to go to market quickly, the company also needed to have its customer service center live within 90 days,” Delphine continues. “To sat­isfy some unique requirements and a quick time frame, Webhelp needed to select a contact cen­ter solution that was easily customizable and scalable with future growth.”

The Solution

CXone integration with Google Analytics enables 360 degree customer management

Webhelp and its client’s French executive team chose NICE CXone as the best solution.

CXone offered a unique combination of ease-of-use and flexibility that enabled Webhelp to implement 360-degree customer management, including inte­gration with Google Analytics, to track the customer journey from acquisition to conversion.

“We integrated CXone with Google Analytics us­ing CXone APIs,” explains Mathieu Jougla, Business Development Director for Global Technology Enablement at Webhelp. “With this unique cus­tomization, our client can track leads from beginning to end in order to analyze channel con­version rates and pinpoint which marketing campaigns are performing best.”

The process starts when potential customers view the company’s marketing banner on a third-party website. “It advertises on many different web­sites,” explains Mathieu. “The banners display a phone number, which consumers can call to get more information, or they can click on the banner to be redirected to the website. Based on whether the prospect chooses to call or click, we use inte­gration between CXone and Google Analytics to track the lead.”

“For phone interactions, callers are given a unique phone number, so we know which third-party website they visited. If a prospect subscribes to our client’s services, CXone sends an event to Google Analytics, which lets us track the entire lead acquisition journey.”

“For the web, it’s a bit different,” says Mathieu. “In that case, the viewer clicks on the banner and is redirected to the website. Then, if they initiate a web chat with an advisor and become a sub­scriber, a disposition code is assigned to the interaction indicating that a sale was made. The web chat invitation has a unique Google Analytics session ID so we can track the interaction from initial interest through conversion.”

“This unique integration between CXone and Google Analytics makes it possible for the com­pany to optimize its marketing budget. Because sales can be precisely attributed to the appropri­ate channels, the company doesn’t need to guess which marketing campaign performs best,” says Mathieu.

Opportunities Identified

Scalability supports cost-effective growth

It was also important that the contact center so­lution selected be highly scalable to keep pace with anticipated growth.

“It’s critical that service levels are maintained as our client grows and its business needs evolve,” says Delphine. “CXone is a very flexible and scal­able solution. If interaction volumes fluctuate, we can quickly add new advisors and adjust our ca­pacity. If we need to expand our omnichannel capabilities, such as supporting social media, it can be done very easily.”

“Regardless of how quickly the company grows, infrastructure requirements can always be cost-effectively supported with CXone. CXone’s pricing is based on a pay-as-you-use model, which helps ensure predictable costs. It’s reassuring to know that our client’s future growth will always be supported without incurring additional infrastruc­ture expenses,” says Delphine.

Unified platform streamlines training and performance tracking

The fact that CXone is a unified platform was also a big plus. “The company wanted to avoid having advisors spend unnecessary time navigating be­tween multiple contact center solutions because the potential delay could negatively impact cus­tomer service,” explains Delphine.

CXone’s intuitive interface streamlined the train­ing process, which was important to meet the 90-day deadline for going live. “CXone training was very quick because advisors had just one in­terface to learn. We’ve received very positive feedback from them; they feel CXone is very intui­tive and easy to use,” says Delphine.

“Using a unified platform also lets us quickly track performance—even across different channels—and ensure that we’re satisfying SLA requirements,” ex­plains Mathieu. “CXone is a key part of our client’s strategy to successfully enter the French consumer market. The company is highly satisfied with CXone because it’s giving them very useful infor­mation related to their marketing campaigns,” says Mathieu. “The managed solution we’ve created for our client using CXone helps the company suc­cessfully close deals, increase sales and optimize marketing.”

Delphine echoes that sentiment. “When you’re building a company, things can change quickly as you learn what works. The fact that CXone is very flexible and can easily keep pace with our client’s growth is critical. This company needed a unified cloud solution like CXone that can evolve to sat­isfy its future needs.”