Last year Drs. Foster & Smith integrated all e-commerce applications and databases into its back-end order management systems to create streamlined shopping and better customer service. The move is saving the company about $1 per order. But more importantly, the move freed up resources and employee time, which Drs. Foster & Smith is investing in more effective web-based call center programs.
For instance, the direct marketer is increasing its use of live chat by devoting more call center resources to live web dialogues with customers, extending the hours it offers live chat and placing live chat on more strategic pages on the web site. Drs. Foster & Smith now offers live chat with dedicated call center reps on weekdays 7 am to 9 pm and on weekends from 7:30 am to 7 pm. “Because we have more time to devote to the web we’ve expanded how and where we are using live chat,” says Joseph Voellinger, Internet operations and communications manager. “We now have live chat on the checkout pages and that’s helping us cut down on shopping cart abandonment because we have dedicated employees who can help solve problems before they happen, such as walking new customers through the credit card entry process.”