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CallMiner > Case Studies > How British Gas is utilizing the power of WebChat Analytics to drive sales revenue, improve multi-chat rates and increase Net Promoter Score
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How British Gas is utilizing the power of WebChat Analytics to drive sales revenue, improve multi-chat rates and increase Net Promoter Score

Technology Category
  • Analytics & Modeling - Real Time Analytics
  • Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
  • Utilities
Applicable Functions
  • Business Operation
  • Sales & Marketing
Use Cases
  • Predictive Quality Analytics
Services
  • Data Science Services
The Challenge
British Gas, a leading energy supplier in the UK, was keen to unlock the potential to better understand agent conversations in a digital environment. The company had concerns that much of the sales activity of the digital agents was being under-reported. Many WebChat sessions would start and end with a simple query, and many customers would follow up with a visit to Web Self-Service or voice contact. Without any data linkage or visibility into the subsequent customer journey information, no sales activity was attributed to the digital team. The company wanted to assess the validity of this theory and improve the visibility of agent performance by allowing CallMiner to mine all promotional chats.
About The Customer
British Gas is the UK’s leading energy supplier with a strong track record of delivering business benefits through the use of CallMiner Speech Analytics within a traditional Contact Center environment. The company has an established Digital Media team that handles WebChat sessions with customers. The initiative to better understand agent conversations in a digital environment was driven by Tom Fleming, Digital Performance Coach at British Gas. He was assisted by Mandy Ott, a Speech Analyst within the British Gas team, who was able to draw on her experience to assist.
The Solution
British Gas used CallMiner’s omni-channel analytics and customer journey linking capabilities to track conversions and improve chat efficiency. By using the e-mail address provided when initiating a WebChat session and CallMiner’s omni-channel journey technology, British Gas was able to identify subsequent repeat contact points and confirm that the visibility of true Digital Channel sales data was very poor and may have been under-reported by up to 50%. The company also grouped conversations by type and outcome to understand the most efficient and effective ways of managing each request type. They targeted coaching towards reducing unnecessary elements that added little or no value to the customer experience or value proposition. Through these moves, British Gas made conversations shorter while better serving customer requirements, enabling a higher multi-chat rate to be achieved.
Operational Impact
  • British Gas was able to identify significant under-reporting of sales conversions.
  • The company improved conversion rates by 50%.
  • British Gas increased agent multi-chat rates by 60%.
Quantitative Benefit
  • Increase in Net Promoter Scores by 84% (from 10 to 18.4).
  • Visibility of true Digital Channel sales data was very poor and may have been under-reported by up to 50%.

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