Virtual Back Office Support for an E-commerce Company Case Study

Due to COVID-19 downturn in retail engagement, the Connect Wireless team wanted geo-redundancy
and a global team environment to ensure a virtual and remote team insulates their operations from any unforeseen
disruption in the future.

Finding the Ideal E-commerce Back Office Support

Background:

Connect Wireless is an online retailer of smartphones, parts, and accessories. Their inventory and day to day sales include other accessories, such as phone chargers, phone cases, and cables as well. They have a collection of different mobile phone accessories that suit every lifestyle and cater to consumers and suppliers.


The client came to us through a referral. They are looking for a customer support company to help them with their customer service needs. Daily, the company received around 500 requests across voice, email, and chat. Aside from these requests, they also work on processing orders, tracking deliverables, and cancellations. The client is looking for a cost-effective way to scale their customer service and enhance customer satisfaction.

Additionally, the client asks assistance in designing a customer care workflow that includes multi-channel communication and established KPI (key performance indicator) metrics to assure ROI (return of investment).

Due to COVID-19 downturn in retail engagement, the Connect Wireless team wanted geo-redundancy and a global team environment to ensure a virtual and remote team insulates their operations from any unforeseen disruption in the future.

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Establishing a Virtual Back Office Admin Team

 

Unity Communications helped build a virtual back office admin team of 5 people and a team leader who will oversee the operation.

Hiring Back Office Support Team from the Philippines

Working closely with the client, our recruitment sourced customer support specialist in the Philippines. We looked for tech-savvy individuals and people with a background in mobile sales, helpdesk and technical support. The main goal is not only to cut the time for training and onboarding but also to make it easier for them to provide quality support.

Working with Virtual Assistants

The team would be responsible for processing requests and answering inquiries across voice, email, and chat using Salesforce. They will also perform order processing, order tracking, cancellations, and upsell. A team leader will oversee the operation, monitor the quality of work, and track attendance.

Unity Communications helped in designing a customer care workflow structured to support voice, chat, and email. We established KPI (key performance indicator) including CSAT (Customer Satisfaction), AHT (Average Handling Time), First Call Resolution, Call quality, and attendance.

A Global Admin Team that Deliver Results

Unity Communications managed the admin team’s daily operation with the team leader in charge of tracking attendance, monitoring schedule adherence, and facilitating training and coaching. Training and onboarding took about a week, and after a month, we recorded the following results:

AHT: 6 minutes(360 seconds)
First call resolution: 80%
Call Quality: 92%
Attendance and adherence: 95%
CSAT (Customer Satisfaction): 90%

By outsourcing its customer care operation to Unity Communications, our client was able to increase its profit margin in two ways: by reducing labor costs and by increasing revenue through upselling and quality of support. By building a virtual back-office admin team in the Philippines, they were able to save up to 80% on labor costs allowing them to allocate their budget to other areas of the business. The team also contributed to an increase in revenue through upselling and enhancing overall customer satisfaction.

Results Decor

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