Plusnet accelerates online sales and reduces costs with LivePerson

• Analytics & Modeling - Predictive Analytics
• Application Infrastructure & Middleware - API Integration & Management

• Telecommunications

• Sales & Marketing

• System Integration

Plusnet, a Sheffield-based broadband and phone provider, experienced substantial growth over a short period of time to the extent that the business was struggling to cope with the volume of sales. The lengthy registration process (14-16 pages before the site re-launch) was slowing down conversion rates. Customers were experiencing a frustrating sign-up process and taking an average of twenty five minutes to convert. The business identified an opportunity to engage with customers before they felt the need to call the contact centre, thereby deflecting the influx of calls and assisting speedier conversions.

Founded in 1997, Plusnet is a Sheffield-based broadband and phone provider selling services to homes and businesses across the UK. In 2007 Plusnet was acquired by BT Group but continues to operate as a separate business. The company prides itself on being nimble, agile and continually open to new ideas. This dynamic approach, along with competitive product offers, has contributed to the company’s rapid growth particularly over the last twelve months. Plusnet is now the fifth biggest Internet Service Provider (ISP) and the third fastest-growing ISP in the UK. Open and honest conversations with customers are central to the Plusnet ethos. As one of the few telecoms providers to offer 24/7 UK-based customer care and online community support, Plusnet leads the market in delivering unparalleled pre- and post-sales support. As such, Plusnet has been named as a Which? Recommended Provider for broadband services for the 6th consecutive time.

The LiveEngage solution, provided by LivePerson, supports the online sales operation and customer registration process by enabling meaningful, real time connections with website visitors. Using live chat to engage directly with customers, Plusnet is driving conversions, increasing incremental sales and improving the online experience. LivePerson also provides predictive modelling and analytics, enabling Plusnet to identify customers whose behaviour indicates they may require help with the purchase decision. By offering help when it is most needed, Plusnet has succeeded in raising sales, while also improving customer satisfaction rates and enhancing perception of the brand. Equally important, each engagement is unique to the individual, ensuring a personalised and therefore relevant experience. Plusnet selected LivePerson’s Pay-For-Performance (PFP) model, whereby LivePerson handles all aspects of the programme, including technology and labour (sales advisors). Plusnet benefits from a no risk/rewards programme paying only for incremental sales delivered by the solution.

• Live chat is now integral to Plusnet’s E-commerce business, accounting for ten percent of online sales where voice used to be the dominant channel.
• The solution has proved so effective in driving conversion rates that Plusnet now plans to integrate it on its mobile site in 2014 (mobile is an important and growing channel, currently accounting for ten percent of overall sign-ups).
• While live chat is currently used exclusively for consumer sales, Plusnet now plans to offer intelligent engagement to business customers.

• Live chat accounts for 10% of online sales
• Sales conversion time lowered by 30-40%
• High CSAT scores