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LivePerson > 实例探究 > How Virgin Media built the machine to increase digital sales conversions using a customer- and agent-first approach

How Virgin Media built the machine to increase digital sales conversions using a customer- and agent-first approach

技术

分析与建模 - 实时分析
应用基础设施与中间件 - API 集成与管理

适用行业

电信

适用功能

销售与市场营销

用例

对话机器人

服务

软件设计与工程服务
系统集成

挑战

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.

关于客户

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.

解决方案

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.

运营影响

Virgin Media UK built a lean sales machine with one goal — optimising digital sales assisted conversions for the business.
The sales team puts laser focus on achieving the right balance between the agent’s ability to close and convert sales, CSAT and automation.
Automating parts of the sales conversation delivers clear efficiencies and frees up Virgin Media’s agents for the highest value and more emotive parts of the conversations.

数量效益