Asos replaces email management software

Retailer aims to enable faster resolution of customer queries

Angelica Mari, Computing 16 Jul 2009

Online fashion retailer Asos has replaced Microsoft Outlook with a new system to improve the handling of customer queries sent via email.

On receipt of emails, the new software provides automated and recommended responses to agents and also includes complete customer information and interaction history.

With more comprehensive customer data, the business claims it is able to process queries more effectively, consistently and in a more informed manner.

Customer service levels have seen a noticeable improvement after the introduction of the new software, said Matt Hiscock, head of operations at Asos.

“[The system] has made our whole customer communications process faster and a lot more efficient. In the eight weeks since adopting it, our email response times have gone from 20 per cent of emails correctly answered within one day to 95 per cent correctly answered within one hour – a dramatic difference,” he said.

“Operating solely online, it is key that we deliver superior customer service through online channels such as email to maintain our leadership in a competitive market. It is crucial that we equip our agents with accurate and timely information to enable them to meet these service levels."

Future plans for the system, provided by eGain Communications, include possible integration with the firm’s customer service forum capability.

According to Hiscock, the prospective add-on could boost Asos’ online customer community and service through an interactive forum where clients can share information about products and find answers to questions.

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