Social Commerce Puts Online Retailer Kiddicare at theTop of the Industry
Online nursery retailer Kiddicare uses Get Satisfaction community toidentify customer advocates and increase first call resolution by 38%.
San Francisco, Calif. – November 3rd, 2010
Kiddicare, the UK's number-one online baby shop, supplies customers with all of the topbaby brands, through its easy-to-use, customer centered website and a devotion tocustomer support. With this phenomenal success, they needed a way to reduce thegrowing number of calls coming through Kiddicare’s call center, which wereoverwhelming agents, driving up costs, and lengthening wait times.“We’re the leader in our vertical, in part because we’ve pushed technology boundaries toserve our customers better,” states Scott Weavers-Wright, CEO of Kiddicare. Thecompany went for a bold social commerce approach, replacing the ‘customer help’section of the site with an interactive customer community hosted on the Get Satisfactionplatform.Over 2,700 customers joined the community in the first 8 weeks, quickly postingquestions, reporting problems, and responding to fellow customers openly and honestly.Currently, over one-third of Kiddicare employees join in daily to answer questions andhandle issues as needed.“This kind of community-powered support has allowed us to reduce the 800 customer communications we receive each day by 30%. At the same time, the first-call resolutionrate for our call center went from 60% to 98%,” states Weavers-Wright. “We attribute thisimprovement to the fact that our agents are no longer overloaded by routine issues, asthey are being handled in a self-service manner through our customer community.”Now, anyone can answer customer questions – other customers, the CEO, shop-floor sales people, developers and dispatchers, line-of-business managers, and more. “We’reenvisioning that over the next 6-8 weeks, we’ll also have 1,000 product championssigned up per month, followed by 300 brands, which we’re inviting to respond tocustomer issues as well,” explains the CEO. “We’re using Get Satisfaction to engage our entire supply chain – and our employees – in serving our customers better.”This social commerce approach is also influencing the strategic direction of thebusiness. “The dialogues on our customer community are helping us refine our companyroadmap, operations, and even vendor relationships and product catalog,” statesWeavers-Wright. For example, if the company receives numerous complaints about aparticular product or vendor – as well as low customer review scores – Kiddicare maydemand that the vendor make certain product fixes or stop carrying certain products