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

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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.

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

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Author: Leanne McNamee

Categories: Library, Planning & Resourcing, Data, Analytics & Insight, AI & Automation, Awards Case Studies

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