resolution rate for automated conversations
66%
reduction in first response time
4-5
agents’ work handled every month
0.3
point improvement in Trustpilot score
About the company
Pink Boutique has almost tripled its turnover in three years. With that incredible growth came a comparable increase in customer service tickets that required a new approach. After initially trying a self-serve AI bot, the Pink Boutique team recognised the potential of AI but needed a more reliable partner that would suit their needs. With DigitalGenius running across email and chat, much of the strain is taken off the team and allows them to focus on other areas, such as selling.
The Challenge
Pink Boutique was growing fast, and every new customer brought more contacts with them. Response times were stretching between 24-48 hours, and in a fast-fashion market where customers expect answers in minutes, it was important that Pink Boutique protected its already high Trustpilot scores by answering questions fast. An initial trial of a helpdesk AI tool showed promise but required too much work to maintain and reached a limit quickly. So the Pink Boutique team turned to DigitalGenius.
Solutions & Results
Resolving, not just deflecting
DigitalGenius resolves 63% of the tickets it handles, with an overall automation rate of between 50-60%. Using deep integrations to Shopify, carriers, and Pink Boutique’s returns platform, DigitalGenius can find all the information it needs to issue refunds or confirm returns in minutes, work that could take an agent hours.
Faster first responses
First response time has fallen from 24-48 hours to around eight hours, exceeding the team's 21-hour target by over 400%. In fast fashion, that speed prevents customers from reaching out again and again, clogging up the system, leading to slower resolutions and dissatisfied customers.
Better human conversations
When a conversation does reach an agent, it arrives triaged with the order number, the reason and the history attached, so customers never repeat themselves and agents can answer straight away.
From service to sales
With four to five agents' worth of work absorbed each month, Pink Boutique has nearly tripled turnover without materially adding CX headcount. This has allowed the team to spend more time on other tasks such as selling. The ratio of service to sales has moved from 80:20 to 60:40 with the team actively adding to the topline.
Improving customer reviews
DigitalGenius has been rolled out alongside a host of other process improvements across Pink Boutique. As a result of this collective effort, Trustpilot has climbed from 4.4 to 4.6, and the team was recognised in the top 5 Best Customer Service Teams at the North East Customer Service Awards.
Investing in the team
The time that DigitalGenius has saved allows the team to focus on coaching, development plans and courses. On top of this the work/life balance has been improved and the morale is reported to be much higher.
