Retail

Retail Business

How we helped transform their telecoms — with measurable results.

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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 satisfaction with phone service improved from 76% to 94%. The business now handles 40% more service calls during peak periods without adding staff. Emergency and urgent inquiries are resolved 65% faster, and status inquiry calls decreased by 70% as customers can get real-time order updates. Call abandonment rates dropped from 28% to 6%, and average wait times decreased from 10 minutes to under 2 minutes. The CRM integration has improved first-call resolution rates by 45%, as staff have all customer information at their fingertips. The business has recovered previously lost sales from abandoned calls, with online order support calls now converted at a 35% higher rate.

Key Metrics

  • 8 stores connected on unified system
  • 94% customer satisfaction (up from 76%)
  • 40% increase in service call capacity
  • 65% improvement in emergency response time
  • 70% reduction in status inquiry calls

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