UK vacuum cleaning brand Vax has pushed its call centre systems into the cloud, abandoning unreliable legacy IT systems and moving to Salesforce supported services.
Carole Edwards, head of customer experience at Vax, told V3 that the move was prompted by the company's frustration with the performance and capabilities of its on-premise IT infrastructure.
"We had [customer service] agents that were very frustrated because of the unreliability of the systems, needing to navigate through 13 screens and telephony outages every other day, and we were growing so we needed quickly to deliver a better service for our customers and a better experience for our staff," she said.
Edwards explained that the cloud initiative was prompted by a move to a new centre, creating an opportunity to refresh the IT systems.
Vax did not simply want to push its existing telephony and customer management systems into the cloud, but wanted a way to link call handling systems with customer data and management tools.
The requirement to have such systems and access to data in one place and on a single screen prompted Vax to opt for ContactWorld for Service, a cloud-based system provided by NewVoiceMedia.
ContactWorld for Service is built on Salesforce's cloud-based Salesforce1 CRM platform, which gave Vax a unified contact system supported by the customer data management capabilities of Salesforce1 in a single package.
The entire system is based in the cloud, and Edwards said that ContactWorld was rapidly deployed in the new centre, providing a boon for the IT team which had six weeks to complete the overhaul before the centre's relocation.
"Our staff left on a Friday evening, we closed the centre for the Saturday and the Sunday, and [the staff] came in on the Monday and they logged in," said Edwards.
Edwards said that the system faults that plagued Vax had all but vanished since completing the centre move in October 2014, and that only a couple of minor outages have been recorded over the past nine months.
Vax reported that average call times in the centre have been reduced by 20 seconds, and the agents handle up to 25 percent more calls simply by having a better and integrated system.
This has also had a positive effect on staff morale. "We are no longer dealing with staff who have stress issues because the system downtime and outages have just disappeared," Edwards said.
Vax also benefited from the reduced costs that cloud services can yield when compared with procuring and maintaining IT systems in house.
"The system paid for itself," said Edwards. "We had to pay for the system by a reduction in budget because my budget wasn't going to increase."
Vax is also using Salesforce's Marketing Cloud that taps into customer data in Salesforce1 to help the marketing team promote Vax products and services.
Increasing numbers of high street brands are moving IT systems to the cloud to avoid the inherent problems in on-premise systems.
Pret A Manger opted for cloud systems to bypass the need to find IT skills, while Fat Face adopted NetSuite's cloud-powered software to boost e-commerce on smartphones and tablets.
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