Vitacost maintains its competitive edge by providing a broad selection of products as well as an endless aisle of a product line for its customers. Vitacost focuses on easy search options and an easy buying experience. By relying on Moxie tools, Vitacost is able to make purchasing really easy from a customer’s perspective.
Digital transformation equates with saving time for Vitacost customers. Vitacost chat agents answer customers within one minute, whereas phone assistance is answered in two or more minutes. Additionally, chat agents can serve one or more customers simultaneously without any negative impact to customer service. Customers may also utilize the email space for non-critical questions, which are responded to within 24 hours. If a question demands a more immediate response, customers may choose chat or phone. Moxie also enables Vitacost to provide a self-service portal. That has been a time saver, with 41% of customers using it in 2018.
Vitacost’s representative talks about their self-service implementation process. A key takeaway is listening to customers as the company went through different iterations of the customer service portal. A couple years into the self-service portal, Vitacost made changes based on customer voice and feedback. Given that 96% sales are over the web, the company extended that process to reach out to phone customers and actually walk them through using the portal. Placing the portal link on all messaging (i.e. packing slips and making the link easily identifiable in the customer service space) has also helped bump usage to 41%.
Vitacost provides a unique customer service agent environment at its headquarters with shelves and products for agents to feel and touch. Beyond agents interacting with actual products, Vitacost also encourages agents to use the self-service portal and chat space. Agents tour and new leads spend a day in the fulfillment center, which builds a greater understanding of the packing, quality checking, endless aisle processes.
Vitacost interviews with a mock chat on a laptop to determine if a candidate can multitask and think on their feet. Vitacost looks for chat space agents with good communication and typing skills. Hires are trained for about 2 weeks and start out responding to emails. Once agents are proficient on email, they move to chat, initially handling one chat at a time and working their way to two and eventually three with more experience.
The updating process for the Vitacost self-service portal is ongoing but not formal. By listening to customer feedback and looking at the data, Vitacost make changes. These are not broad or sweeping changes, for such changes can frustrate and push customers away. The key is to listen to customers and adjust based on their needs and comments.
Vitacost uses standard metrics to assess various aspects of its digital engagement: chat response times, email response times, numbers of emails and chats responded to. Moxie makes it easy to code dispositions on chats to tell why customers are contacting an agent. That data allows a better understanding of the customer experience. Additionally, data allow Vitacost to determine how many refunds and replacements are going through the self-service portal. Ultimately, customer satisfaction is measured through end-of-email and chat surveys. These three-question surveys assess if the customer is happy, if a problem is solved, and if anything, additionally could have been done to assist them? These questions provide both granular and more macro data. Moxie enables easy and real-time changes to be deployed with little or no lead time based on what data show.
Vitacost is preparing to deploy Moxie Concierge, a proactive, anticipatory self-service solution. Concierge technology allows Vitacost to scale and provide more customers the right information upfront. Initially, Vitacost will deploy Concierge at the checkout stage. By doing so, Vitacost will be able to trouble shoot based on the types of errors, for example, an invalid promo code. Helping customers with problems typical of promo codes deflects chat and phone contacts within the space. If a problem can’t be solved and the customer moves to chat, they’re not leaving the checkout page. Vitacost plans to start with approximately 10 proactive engagements at checkout. In preparation, the team found Concierge tools made it an easy transition allowing for administrative personnel to set up different questions, FAQs, or widgets without a tech background.
By providing the right piece of information upfront, customers can get the assistance they need without human intervention. This creates a seamless, effortless experience. Kbot is built with this in mind and to help companies like Vitacost scale its customer service without scaling FTEs.
While Kbot proactively provides needed information to customers, it has the added benefit of seamless escalation to chat without the customer leaving the page, keeping them focused and clear on the transaction at hand, decreasing cart abandonment and increasing revenue.