Entertainment retailer provides immediate customer service for site visitors

Cambridge, UK, 19 November 2008: zavvi (www.zavvi.co.uk), the UK’s largest independent entertainment retailer, is gearing up for a bumper Christmas using web self-service technology from Transversal (www.transversal.com). The ‘ask zavvi a question’ solution is improving customer service by providing instant, accurate answers to customer questions on the zavvi website.

Since the solution went live on 1 October 2008, the number of customers finding answers through the website has more than doubled. Abandonment rates after visiting customer service have halved and conversion rates have increased by 50 per cent.

A central component of zavvi’s implementation is context-sensitive help on key parts of the customer journey, such as login and checkout, to ensure assistance is even more immediate.

The solution is a key part of zavvi’s strategy to differentiate itself by delivering excellent customer service, by allowing customers to serve themselves at the point of purchase 24/7. In addition, it allows customer service staff to concentrate on answering more complex enquiries, particularly in the run up to Christmas.

“Operating in a fast-moving and crowded marketplace we aim to differentiate ourselves by providing the highest levels of customer service,” said Melvin Simpson, head of ecommerce operations, zavvi entertainment group. “By working with Transversal we have already seen significant benefits for both our customers and ourselves and we believe these advantages will only increase during our key Christmas period.”

The company is targeting a significant increase in online business in the coming festive season. This meant that it needed to implement a solution that is easy to use for both customers and staff and helps to increase sales.

zavvi selected Transversal following a full review of web self-service solutions with implementation taking just eight weeks. Transversal was chosen due to its blue chip client list, market leading technology and most importantly the high levels of local service it could provide zavvi.

‘ask zavvi a question’ provides answers to a wide range of potential customer queries. It currently contains responses to over 150 questions, and is growing at around 10 per cent every week. By analysing customer questions zavvi has been able to tailor web content and design to better meet changing customer needs. Importantly its flexibility allows zavvi to easily update the knowledgebase behind the solution – for example posting announcements on product availability and changing release dates.

“As online shopping becomes increasingly mainstream, delivering the highest levels of service is critical to attracting and retaining customers on the web,” said Davin Yap, CEO, Transversal. “zavvi is demonstrating how market leaders can quickly implement our web self-service solutions to receive measurable benefits and prepare for the vital Christmas trading period.”

Published on: 12:00AM on 19th November 2008