Utilizing Customer Data for Business Growth

Sys Design is a furniture brand founded in 2005 that provides quality furniture at affordable prices. They offer trendy furniture and interior accessories to create a complete living space.

To deliver exceptional customer service, Sys Design oversees all aspects of the process from design through to after sales service.

The brand's philosophy is to make good design accessible to all, and to cultivate a culture of unique style and design in Korea. Despite having a small team, they received a high volume of customer inquiries daily, making it difficult for them to analyze the Voice of the Customer (VOC), which is crucial for sales growth.

The discovery of Channel Talk proved to be a game-changer for Sys Design as it helped the company overcome their challenges with customer management and boost business growth.

Learn more about how Channel Talk made this possible.

The Challenges of Managing an Online Furniture Businesses

Obtaining customer information has become challenging for online businesses that operate without face-to-face interactions, due to the increased importance of personal information security.

Online furniture businesses, like Sys Design, face several challenges that can make operations difficult. One of the main issues is the inability of customers to touch or see the furniture in person before making a purchase, which can lead to uncertainty about the quality and appearance of the product.

Additionally, furniture is often large and heavy, which makes shipping and handling a logistical challenge. This can result in higher shipping costs, longer delivery times, and an increased risk of damage during transit.

Another challenge is the intense competition in the online furniture market, which makes it difficult for businesses to stand out and attract customers.

Finally, since furniture is a long-term investment for most customers, they tend to be more hesitant or take longer to make a purchase decision, resulting in slower sales cycles and lower conversion rates.

Sys Design came to the realization that engaging in meaningful conversations with their customers and maximizing the collection and storage of customer data was essential for their survival in the industry.

As a result, they decided to adopt Channel Talk since the company shared a similar customer-centric culture, and was equipped with features that could personalize and improve customer experience unlike any other CX platform available on the market.

The Importance of Collecting Customer Data

Before adopting Channel Talk, Sys Design handled customer inquiries via phone calls, which resulted in scattered and disorganized customer management due to the lack of call transcript records. This made it difficult for them to take action on customer inquiries and communicate with other departments in a timely manner, leading to delays in the resolution of customer issues.

After adopting Channel Talk, Sys Design began using the analytics provided by the platform to analyze customer inquiries and gain insight into their inquiry patterns. They also categorized chats by applying chat tags, enabling them to track the frequency of each tag and identify the most common inquiry types.

By discussing the data with their team members, they were able to find ways to improve their level of service. Using the analytics provided by Channel Talk, they updated their support bots to be more specific and added new steps to enhance the overall customer experience.

A great example of effective customer inquiry analysis involved inquiries regarding the actual color of furniture. By reviewing product inquiry chats, Sys Design discovered that customers frequently inquired if the color displayed in pictures accurately represented the product.

To address this issue, the company launched a leather sample delivery system that customers could request through the support bot. This solution resulted in a significant reduction of over 90% color-related inquiries.

Increasing Sales Conversions with Targeted Marketing

Sys Design utilized Channel Talk's marketing feature to create a customer acquisition pathway, targeting customers with personalized messages based on their search keywords. This approach was adopted because customers' purchasing intentions differed based on the keywords they used.

The team made the assumption that customers who search for keywords related to the item's capacity, such as "3 seater sofa," would have greater intent to purchase, compared to those who searched for keywords related to the item's material, such as "fabric sofa.”

Therefore, they devised a strategy where customers looking for a '3 seater sofa' were directed to start a chat with an agent, while those searching for a 'fabric sofa' were redirected to a product detail page. With the help of targeted marketing campaigns, they successfully generated more than 60 purchase inquiries each month, leading to a significant increase in sales conversions.

This campaign highlighted the importance of effectively identifying customers and engaging with them at the right moment and in the right way, to improve sales.

Since adopting Channel Talk, the company has experienced a significant reduction in workload and improved work efficiency.

Today, all members of the staff use the platform for customer inquiries, CRM, and marketing. The team consistently participates in study sessions to upgrade their skills and knowledge, which serves as a valuable asset to the company's customer-centric approach.

Marketing Manager, Lea, emphasized that Channel Talk is highly recommended for companies aiming to enhance their customer support efficiency. Overall, Channel Talk has proven to be a game-changer for Sys Design.