Sales and Marketing
IT Service Management
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Increase in agent concurrency
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In 2009, James Kinsella and Adam Carnell started buying flyers to advertise club nights at university in Bristol. They realized there must be a better way for small businesses to buy prints, and Instantprint was born. Over a decade later, Instantprint is the UK’s largest online printer, with a 250-member team providing over half a million small businesses with business cards, flyers, posters, and other printed marketing materials.
Small business owners love Instantprint’s speedy delivery, unbeatable quality, and reasonable prices. They also set themselves apart with a team of friendly ‘print experts’ who personally help clients choose the right product. We spoke to Duncan Tyler, Customer Services Manager, and Jasmin Hardy, Senior Team Leader, about customer-centricity at Instantprint. "We make it easy for our customers to get amazing prints. When a customer has a great experience with our print experts and orders print easily, that is when we know we’ve succeeded,” said Duncan.
Instantprint grew at a rapid rate with 136% growth in the last 5 years. However, like most other businesses, the organization was also forced to adapt to the new normal of a COVID-afflicted world. And, they rose to the challenge while continuing to serve their customer first.
To keep up with their increased contact volumes in the midst of a pandemic, Instantprint put chat at the forefront of their customer support. Freshchat’s asynchronous messaging experience and easy team inbox increased agent concurrency. Agents were able to handle more customers at the same time unlike in the phone channel - Jasmin and Duncan said that each agent in their chat team was able to talk to up to 4 customers at the same time.
Duncan pointed out, “Because we’re a business known for quick turnaround, our customer service is also all about quick answers and resolutions. And this is something customers continued to expect during the pandemic.”
With phone lines constantly occupied, wait times were mounting. So in addition to chat on their website, Instantprint also integrated their support with familiar channels like WhatsApp and Facebook Messenger that made it convenient for the customer to reach out.
Instantprint delivers fast responses on Facebook Messenger
To manage the increased accessibility, they use Freshdesk omnichannel to unify all customer conversations so it's easy for agents to respond from one single dashboard no matter the source channel - web, Facebook Messenger, WhatsApp, email, or phone.
“With Freshworks, we have been able to centralize omnichannel support onto a single platform. This has given us a 360-degree view of customers no matter what channel they decided to interact on, helping agents guide them to the best possible outcome with complete context.”
Customer Service Manager
The pandemic gave rise to new challenges that the customers faced. In order to keep track of the issues and collectively solving for them, Instantprint took advantage of the labels feature. By using labels on Freshchat, Jasmin and her team were able to identify key trends and behavior patterns from the customers they chatted with.
“On Freshchat, labels helped us figure out that 70% of customers chatting with us do so before placing an order to gain a bit of confidence in the service they are signing up for.” Jasmin explained, “When we did a deep dive, we found that the average order value of someone who chatted with us is 24% more than that of someone who didn’t. This clearly shows us what makes our customers feel most comfortable and guides us to replicate it.”
The online printing process is a heavily hands-on experience. To keep up with efficiency there is a need to avoid revisions. Instantprint needed to deliver more personalized, empathetic service to ease customer anxiety during these difficult times.
Instantprint introduced a brand-new video consultation service to help concerned customers have a one-on-one, live agent interaction. The team integrated meeting scheduling app Arrangr with Freshchat to allow customers to schedule a video consultation at a convenient time and interact with agents over Zoom.
Instantprint schedules video calls using an Arrangr-Freshchat integration
Seamless chat support with the help of Freshchat’s asynchronous messaging in the face of a pandemic allowed Instantprint to lend a hand to small businesses across the UK. With the help of value-adding integrations such as WhatsApp, Facebook Messenger, and Arrangr, Instantprint is ready to take on any challenges in the future without impacting the customer experience.
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