Select a topic

Shop Direct Case Study 2017: Easy, personal and solved: a digital journey

See the full Case Study, Presentation Slides and Video.

Shop Direct has transformed from catalogue company to successful online retailer, with a pivotal role played by outsource partner Webhelp in this achievement. Fast-paced change was delivered throughout 2016: the first stage in a 3-year transformation roadmap that has already trebled digital-assisted communication from ‘Miss Very’ (the customer) while shrinking inbound contacts by 7%. Half of all customers now self-serve, with channel-shift for others coming by removing email and promoting webchat. Insight and Analytics has been a critical success factor, alongside empowerment of frontline colleagues, which makes possible more personal service experiences, encouraging ‘Miss Very’ to return again and again. What’s more, cross-functional ‘skunkworks’ projects sanction teams to work in unconventional ways towards more ambitious outcomes.

Who will learn from this case study? This case study will be of huge interest to anyone involved with channel shift, customer contact strategy, change management and aligning cultures – whatever your sector – as well as those working in online retail or with outsourced operations. It’s also a great chance to look at digital/webchat operations and understand what drives success in practice. 

Key results

In the first year of the transformation, issue resolution C-Sat scores of 81% have been sustained, while significantly reducing costs by:

  • Tripling digital-assisted contacts, to 15% in year-1
  • Cutting inbound contacts by 7%
  • Enabling 50% of customers to self-serve

Find out more about our awards programme

Take a look at these articles, videos and links
2017 Innovation Award Winners
2017 Innovation Awards Finalists, Site Visits and Case Studies


Quote 11
Quote 14
Quote 15
Quote 16
Quote 17
Quote 18
Quote 19
Quote 20
Quote 21
Quote 22
Quote 23
Quote 24
Quote 25
Quote 26
Quote 27
(c) Professional Forums Ltd 2000-2017