Case Studies > On-Demand Apps, Retail, Visual IVR
Aéropostale found increased customer satisfaction and loyalty after implementing a visual IVR Customer Experience.
While traditional IVR is helpful in providing consumers with a self-service option, Aéropostale (long-time client of Zappix partner, Radial) wanted to increase the proportion of calls being contained by self-service technology. With Radial analysis identifying roughly 60% of customer calls to their contact center coming from a mobile device, the revolutionary Visual IVR solution from Zappix provided the perfect opportunity to transform the user journey and increase self-service call containment.
Aéropostale is a specialty retailer of casual apparel and accessories, principally serving young women and men through its Aéropostale and Aéropostale Factory stores. They currently operate Aéropostale stores in the United States and Puerto Rico and the ecommerce site Aeropostale.com. Through licensing partnerships, over 350 Aéropostale stores are operated internationally. Some of the countries where they can be found include the United Arab Emirates, Bahrain, Saudi Arabia, Oman, Kuwait, Qatar, India, Egypt, Greece, Turkey, Philippines, Mexico, Panama, Guatemala and Chile.
Identifying an opportunity for improvement, Radial suggested launching Zappix Visual IVR, designed to cut down on costly live agent transfers and greatly improve the mobile customer service experience. The strong Zappix/Radial partnership made integrating the new Visual IVR experience into the Radial Order Management (ROM) system already being used by Aéropostale fast and seamless.
The highly intuitive visual interface provides an alternative to pushing buttons in a phone tree and still allows customers to transfer to agents at any time with the tap of a button. With Visual IVR, Aéropostale’s customers can choose to quickly navigate a visual-based menu optimized for smartphones, and the simply select options by touch versus listening to a list of options and interacting via voice. The result is a much faster, frictionless, and satisfying experience that gives customers exactly the information they want — using the channel and device that they prefer.
Aéropostale benefitted from several key features of the Zappix solution including:
The Zappix Visual IVR solution achieved a 70 percent containment rate (the percent of calls that are resolved in the Visual IVR and not transferred to an agent), compared to a typical rate of 20-30 percent for traditional IVR alone. When given the choice, approximately 20 percent of callers checking on order status choose Visual IVR over traditional IVR — an impressive adoption rate when you consider how new the Visual IVR technology is to the retail space.
In addition to increased efficiency, Aéropostale also achieved a Net Promoter Score (also known as NPS, an index that measures consumers’ likelihood of using the solution again or recommending it) of 90, a clear indication that customers who interact with Visual IVR have a positive experience. On the contrary, traditional IVR is typically the lowest driver of NPS with a score of 54, according to CFI Benchmarking data.
Cost Control: 70% of Visual IVR users resolved their interaction without transferring to a live agent
Customer Experience: Visual IVR users report an NPS of 90 vs the IVR industry benchmark of 54