The Challenge:
Evaluate all customer interactions across multiple channels and uncover objective insights to deliver an exceptional customer experience.
Streamlining the QA process
With thousands of phone calls and other customer interactions coming in every week, Thrasio’s team of CX analysts was only able to manually audit about 3% of interactions–and they estimated it would have taken a team of 528 analysts to manually review 100%.
In addition to being time-consuming, the manual QA process was subjective. Analysts completed a QA checklist for every interaction they reviewed, but different analysts could interpret the same phrases or behaviors in different ways. This made it difficult to provide unbiased coaching to its customer obsession representatives.
By implementing Creovai, Thrasio was able to start objectively auditing 100% of interactions across every customer service channel and surface insights in a CX dashboard. These insights have allowed their services team to improve the agent coaching experience by eliminating bias–agents receive data-backed feedback based on all their interactions.
Thrasio has also dramatically decreased the time its CX analyst team spends manually auditing interactions. “Instead of spending time listening to calls, reading emails, or evaluating each interaction, we’re able to use our CX dashboard,” says Joyce Gimeno, CX Analyst at Thrasio. “It makes our analysis more efficient and allows us to focus on improving the most important areas of our customer experience.”
The CX analyst team is now saving approximately $260,000 per year, thanks to its increased efficiency with Creovai.
Uncovering and acting on product insights
Thrasio is also using Creovai to uncover product issues and insights based on customer service phone calls, chat conversations, emails, Amazon reviews, and negative customer experience data sources. It has configured 1,000 categories–collections of phrases that describe a specific concept or behavior–to track issues across all tickets and brands, allowing team members assigned to each brand to identify and address new issues quickly.
“Not only is Creovai flagging known issues to help us measure the impact, but it can also identify new issues that we don’t know about, and that is powerful,” says Miranda Grigar, Customer Obsession Manager. “Creovai tells us what we don’t already know, and that’s key because my team can’t be in every single ticket.”
According to Erika Tagami-Manahan, Global Services, Customer Experience Lead, it could be a lengthy manual process to identify a new product issue before Creovai. “Now, we are able to streamline our process by auditing only around 200-300 tickets to identify issues,” she says. “And then, once we build new categories to track those issues in Creovai, quantifying them becomes easier and more efficient.” Thanks to Creovai, the Global Services team can efficiently uncover and address product issues without incurring unnecessary, labor-intense processes–ultimately ensuring they are delivering positive brand experiences to their customers.
Combating fraud
One unexpected win Thrasio has had with Creovai is in combating fraudulent buyer messages. By building categories based on the specific language it has found in these messages, it has developed a fraud report that allows it to flag messages that might have bypassed a generic fraud filter. When it gets a new fraud hit, Creovai automatically triggers an email to relevant team members to ensure they respond to the issue immediately.
The fraud report also helped Thrasio make informed policy changes to mitigate the risk of future fraudulent interactions. Since implementing these stricter policies, the business has seen a dramatic decrease in the overall number of fraudulent interaction attempts and have identified over $3800 that would have otherwise been refunded in fraudulent customer interactions. “We believe that bad actors previously targeting us have greatly reduced their efforts after seeing their attempts have been unsuccessful,” says Grigar.
Thrasio puts the customer first with Creovai
Thrasio’s customer experience is best in class, and its CSAT score is 97 (the industry average is 78). However, rather than be content with where it is, the company is continuously working to improve its customer experience.
“We don’t want to be compared to anyone else. We want our level of support to be something you can’t compete with,” says Gershwin Exeter, Vice President of Global Services. “Creovai is helping us get there by finding these hidden gem insights and having us actively address them so we can drive an exceptional customer experience.”
Thrasio continues to identify new ways to streamline its operations and improve its customer service with Creovai; one current project involves automating its disposition process to eliminate agent subjectivity and provide more nuance (when a customer submits a ticket discussing multiple issues, for example). As the business expands on the ways it is using Creovai, it continues to keep the voice of the customer at the forefront of its strategy, helping it build loyalty and grow its brands.
