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Revamping Customer Experience: A Case Study on Republic Services
Technology Category
- Networks & Connectivity - NFC
- Sensors - Acoustic Sensors
Applicable Industries
- Consumer Goods
- Recycling & Waste Management
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Maintenance
- Root Cause Analysis & Diagnosis
Services
- System Integration
The Challenge
Republic Services, a leading recycling and non-hazardous solid waste company in the United States, was facing a significant challenge with their online billing system. Their Voice of the Customer (VoC) survey revealed that many customers were unable to set up auto-pay or make immediate payments. When customers attempted to log in, they were met with an error message and directed to a customer service call center. This issue was the primary detractor on the digital customer satisfaction score and was causing a loss in revenue. The login and payment pages, which received over 500,000 and 300,000 visits annually, were the most visited pages on the Republic Services website. The company was unable to locate the root cause of the problem using their existing analytics tool. There was no process in place for finding and measuring payment-error issues, and the team was unable to measure the scope of the problem. The only information available was the anonymous complaints, with no data offering insights into who these customers were.
About The Customer
Republic Services is the second-largest recycling and non-hazardous solid waste company in the United States. The company recycles over 8.6 million tons of materials with 16,000 trucks in 40 states. With over 14 million customers, Republic Services generates an annual revenue of over $10 billion. The company's website, particularly its login and payment pages, receives hundreds of thousands of visits annually. However, the company was facing a significant challenge with its online billing system, with many customers unable to set up auto-pay or make immediate payments, leading to a loss in revenue and a decrease in customer satisfaction.
The Solution
The solution to Republic Services' problem came with the implementation of Acoustic Experience Analytics, an AI tool that captures and analyzes visitor interactions on websites and mobile applications. By tracking each web interaction, Republic Services was able to review individual consumer sessions on the website. The company had previously integrated its VoC solution with Experience Analytics, which proved to be the key to solving the problem. Experience Analytics could identify users and sessions by various metrics, including IP addresses, zip codes, and even free text of a person’s name. The most precise tracking was with the TLT SID, a unique identifier Experience Analytics assigns to every consumer session. With the integration of Republic’s VoC system and Experience Analytics, the Republic Services team could match the TLT SID of the session with the survey response, allowing them to review the exact session that caused the complaint. The team was then able to go into the web code with the pinpointed error and uncover the issue, sending this more precise information to IT for resolution.
Operational Impact
Quantitative Benefit
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