Prior to 2005, Playboy.com relied on a standard contact center strategy when it came to incoming emails-a situation that Jeff Gross, customer service manager at Playboy Enterprises, says became untenable.
Many emails needed manual intervention from an administrator, which was inefficient and time consuming, resulting in a poor customer experience. With a recent eGain knowledge management implementation, Playboy.com now uses real-time prompts to create specific workflows, as well as autosuggestions and automated routing tools, and further supports agents with real-time access to a knowledge base.
"We found we were able to make more effective use of our resources in converting prospects to customers and customers to long-term members of our subscription websites," Gross says. Another significant improvement was a reduction in training costs. "Because of the autosuggestion feature, the product relies on less back-and-forth between template libraries, which currently adds time for the agent to formulate email responses," Gross says. "The software is customizable so that we can set up our own exclusive rules that will extract data and allow searches and reporting on topics. For example, if marketing inquires how many emails we have received dedicated to a particular campaign, we would set up a rule to pull data on key words, like 'Cyber Girl of the Year,' and we would have the ability to report on our findings."
Another area of improvement for Playboy has been the processing of emails regarding problems with its websites, including snafus with its video-playing feature."Previously, the message would have been routed to a general queue, tied to the email address, where the next available agent would pull the message," Gross says. "Now, we have designated queues according to keywords found in either the subject line or message body. So, if the customer sends an email containing words like 'error,' 'video,' 'not loading,' and so on, they will be routed to a queue set up specifically for solving these types of issues. Then, the message will be forwarded to the agent who is most adept at handling that type of situation."