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Case Study - Qualitest Helps Leading Apparel Retailer Achieve a Ten-fold
Increase in Customer Satisfaction
QUALITEST HELPS LEADING APPAREL RETAILER ACHIEVE A TEN-FOLD INCREASE IN CUSTOMER
SATISFACTION
When our Client decided to enhance their customer service offerings by
implementing a Self-Service site based on Salesforce Experience Cloud to set up
an exhaustive knowledge base, we were able to help them to achieve a ten-fold
increase in their customer service offerings.
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Fashion Managed Testing Services Retail
CHALLENGE
Delivering a flawless product despite complex workflows in the chatbot and
challenges with various dashboards in the Tableau CRM.
Handling a large rise in the number of online inquiries from customers and
providing self-service options to customers.
SOLUTION
Extensive testing of the Client’s new self-service channels as well as creating
a handbook of all chatbot workflows for every use case.
Adding a self-service site based on Salesforce Experience Cloud to set up a
comprehensive knowledge base.
RESULTS
New workflows created enabled queries to be answered quickly and
comprehensively, with a ten-fold increase in customer satisfaction.
Customers gained a more streamlined experience through the Self-Service options
without having to speak to an agent.
CLIENT OVERVIEW
Our Client is one of the world’s largest and most admired fashion companies,
connecting with consumers in over 40 countries. Their 140-year history is built
on the strength of their brands, their team and their strong commitment to drive
fashion forward for good. Their iconic brands include some of the best-loved
high-street fashion labels in the world.
They have been serving their customers with their well-established chain of
physical stores as well as through eCommerce websites built to make the buying
process as easy as possible and convenient for their customers.
They look to the future every day by building on their core strengths with their
priorities being to deliver sustainable growth through their aspirational
product range, to support their pillars of corporate responsibility to advance
the communities where we work and live, and develop a talented and skilled
workforce to embody their values.
BLENDING PHYSICAL STORES WITH ECOMMERCE ACROSS MULTIPLE GEOGRAPHICAL LOCATIONS
Our Client has various physical retail stores as well as eCommerce sites for
their multiple high-end fashion brands spread across multiple geographies. Along
with a high-end sales experience that they pride themselves on through their
retail channels, it was very important to them to provide a seamless customer
service experience across their brands to cater to customer inquiries about
their products and services.
Our Client was already using Salesforce Service Cloud for customer support and
using interaction channels such as email for handling online customer inquiries
related to their fashion products. Over time, the number of online inquiries
from their customers started to rise which presented a challenge of how to
handle them efficiently. Our Client wanted to offer more self-service options so
their customers could get the information they needed without having to contact
an agent.
To overcome this challenge, our Client decided to enhance their customer service
offerings by implementing a Self-Service site based on Salesforce Experience
Cloud to set up an exhaustive knowledge base. This knowledge base was set up
with detailed help articles for addressing their most common inquiries such as
FAQs, their returns process, shipping policies and payment policies. In addition
to the self-service site, a Salesforce Chatbot was also implemented to act as a
self-service tool that could be launched from the eCommerce site as well as the
knowledge base and deflect cases by suggesting help articles based on individual
customer needs.
UNLOCKING THE POWER OF PERSONALIZATION TO DELIVER FIRST-CLASS CUSTOMER SERVICE
Our cloud service functional test team started by working closely with our
Client’s product teams to understand their current customer service landscape as
well as the future state system with integrated Salesforce Experience Cloud and
Chatbots. Based on their understanding, the team was able to design a
well-rounded test strategy that included functional testing of knowledge bases
and chatbot workflows along with a robust regression testing cycle to ensure
that existing channels didn’t get impacted.
Furthermore, the project’s scope was to deliver enhancements to our Client’s
existing customer service flows and to seamlessly support past, current, and
future customer inquiries for assistance with queries about products, services,
billing, loyalty points, and returns by introducing two new self-service
Salesforce tools. The project also utilized Tableau CRM to create an insightful
dashboard to track key metrics such as customer satisfaction, average handling
times and agent utilization rates.
The process that was followed to achieve success for our Client included:
* Test Planning: building on the in-depth understanding of the current and
future processes, our team was able to craft a well curated test plan for our
Client which considered various factors such as sprint planning, test
environments and functionality availability.
* Test Scripting: we created detailed test scenarios ensuring 100% test
coverage for functionality while considering both positive and negative
scenarios. The scenarios were then reviewed and approved by relevant business
stakeholders and their feedback captured accordingly.
* Executed and Analysed: all test scenarios we created were executed in line
with planned cycles. Extensive detailed evidence was captured for the
scenarios using tools like screen recordings and screenshots. For the failed
scenarios, we created bugs for the development team explaining the issues in
detail and providing the steps to reproduce them.
* Re-executions: we created a standardised bug life cycle to transition bug
statuses, and any defective bugs were exhaustively re-tested with
corresponding evidence captured prior to closing the bug.
* Test Report: the business stakeholders were given a detailed report showing a
holistic view of the project performance such as test execution rate, burn
down charts, open bugs and ageing bugs. Dashboards were created in Jira for
the product, development and testing teams so they could always be aware of
the correct project status.
KEY BENEFITS
* A robust suite of 900+ functional and regression scenarios was created which
captured 100% of our Client’s requirements.
* Close to 200 bugs were raised during various stages in the project which
ensured a 0% defect leakage in production.
* Extensive performance testing was undertaken for chatbot workflows that
covered orders, products, returns, shipment, case creation, escalation and
other workflows for case deflection which thereby improved customer
self-service activities.
* The integration between the chatbot and Narvar which is a system used for
tracking orders, starting returns and exchanges and their respective statuses
was successfully validated to ensure real-time updates on customer inquiry.
* A Salesforce knowledge base was created and tested, and the articles included
in it were validated for content and categorization. These articles included
information on the most common customer inquiries such as FAQ’s, orders,
returns, shipping and products.
* Case assignments were validated using webforms (Web to case) to ensure
complete data capture on each case as well as queue assignment using
assignment rules and omni-channel assignment as soon as an agent becomes
available to work on each individual case.
* In addition to functional and regression cycles, a Salesforce release
regression update was performed to ensure the Salesforce upgraded instance
didn’t cause any issues with the new and existing functionality.
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