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How Virgin Media built the machine to increase digital sales conversions using a customer- and agent-first approach
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Telecommunications
Applicable Functions
- Sales & Marketing
Use Cases
- Chatbots
Services
- Software Design & Engineering Services
- System Integration
The Challenge
Virgin Media UK aimed to optimize digital sales assisted conversions for the business. The initial setup involved launching web-chat to support its digital operations, with 100% of journeys being human agent driven. The first bot went live on Black Friday 2018, marking a milestone for the team and the start of an accelerated innovation path. The pivot to web-messaging came in spring 2019, which led to the scaling of automation, delivering 1 in 5 sales made online. The challenge was to find the right balance between the agent’s ability to close and convert sales, customer satisfaction (CSAT), and automation.
About The Customer
Virgin Media UK is a leading telecommunications company in the United Kingdom. The company offers a range of services including broadband internet, television, and mobile services. Virgin Media UK is part of the larger Virgin Media company, which operates in several countries around the world. The company is known for its innovative approach to telecommunications, often being at the forefront of new technologies and services. In this case study, the focus is on Virgin Media UK's digital sales team and their efforts to optimize digital sales conversions for the business.
The Solution
Virgin Media UK used LivePerson’s suite of tools as part of the Conversational Cloud platform, including Intent Manager, Performance Optimizer, and Conversation Assist, to help identify opportunities to make incremental improvements. The team focused on achieving the highest possible sales conversions across campaigns while maintaining a strong CSAT score and agent efficiency. Automating parts of the sales conversation delivered clear efficiencies and freed up Virgin Media’s agents for the highest value and more emotive parts of the conversations. In early 2022, Virgin Media added a new tool to support agents — Conversation Assist — to address particular pain points such as capturing accurate customer product requirements, relaying terms and conditions of sale, and gauging customer’s insurance needs relating to mobile device purchase.
Operational Impact
Quantitative Benefit
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