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LivePerson > Case Studies > EE Boosts Sales and Enhances Customer Service with Digital Engagement

EE Boosts Sales and Enhances Customer Service with Digital Engagement

Technology Category

Analytics & Modeling - Predictive Analytics
Analytics & Modeling - Real Time Analytics
Platform as a Service (PaaS) - Connectivity Platforms

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

Services

Cloud Planning, Design & Implementation Services

The Challenge

EE, a UK-based digital communications company, was looking to establish its brand and enhance its customer service across all channels. The company registers around 86 million customer conversations via online and offline channels annually. EE saw Live Chat as an important new way to establish high levels of customer satisfaction in relation to transactional queries and general enquiries on the site. The challenge was to fully establish the brand in the minds of consumers, which only arrived on the scene in October 2012 with the launch of 4G. In addition to branding, EE wanted to be considered best in service across all channels.

About The Customer

EE, formerly Everything Everywhere, is a UK-based digital communications company. It was established as a joint venture, bringing together the UK businesses of Orange and T-Mobile. EE was the first UK telecoms operator to launch a superfast 4G network and with a £1.5bn investment programme underway, the service is already available to over 60% of the population. Sitting alongside this 4G connectivity is a fixed line, fibre optic broadband network, currently available to 15 million homes. With state-of-the-art infrastructure in place, EE is pledged to offer its customers – currently numbering 27 million – the very best quality of service through the web, mobile apps, the phone and bricks and mortar stores. And within that goal, EE has made it a priority to build a personalised service that is trusted by and relevant to its customers.

The Solution

EE uses LivePerson’s LiveEngage platform to support its sales and upgrade operations by offering enhanced service to customers visiting its website. LivePerson provides predictive modelling and analytics, enabling EE to identify customers whose behaviours indicates they may require help with the purchase decision. This is achieved by tracking the activity of individuals as they move through the site. Behaviours such as lingering on a page for a longer than average time or the triggering of multiple error messages can be a strong indicator that assistance is needed. At these points, invitations to chat are served pro-actively. By offering help when it is most needed, EE has succeeded in raising sales, while also improving customer satisfaction rates and enhancing perception of the EE brand. Equally important, each engagement is unique to the individual, ensuring a personalised and therefore relevant experience.

Operational Impact

Real time engagement via chat resulted in 30,000 contract sales, running at a rate of 0.5 sales per agent per hour.
This rate is roughly twice as productive as the average for telephone sales agents and 10 times more effective than the rates achieved by agents in bricks and mortar stores.
Customers who generally self-serve convert at around one per cent, whereas with real time sales engagement the conversion rate is five times higher.

Quantitative Benefit