As a leading provider of cloud-based marketing automation and sales-boosting software, San Mateo, Calif.’ s Marketo helps streamline essential processes for over 2,500 customers in 36 countries. This list includes high profile clients such as Samsung, Harvard Business School and Intel.
Marketo prides itself on delivering an unmatched customer experience thanks to its consumer engagement marketing strategy, which helps customers when they reach out over email, mobile, website and social channels. But as most service industry executives can testify, providing a first-class multichannel customer experience at the large enterprise level is no easy task. As such, Marketo was looking to enhance its customer service strategy, namely by being able to identify customers by name and ask relevant questions during the purchasing process. The company also wanted a way to glean more metrics and track customer support calls without high CAPEX or OPEX.
The search for superior customer service led Marketo to the Genesys Premier Edition – Virtual Contact Center (VCC). Thanks to Genesys’ skills-based routing and automatic call distribution (ACD), Marketo can now place incoming callers with the most qualified agents available immediately. As a result, the company was able to improve its First Contact Resolution (FCR) rates and reduce the number of escalations needed to resolve cases. The result has been a 22 percent improvement in reducing the number of calls that require transfers and escalations, as well as a 28 percent decrease in monthly case-related calls per customer. Moreover, by teaming with Genesys, Marketo has achieved its goal of creating more personalized caller interactions, and an improved customer experience overall.
As the case study shows, it’s never too late in the customer service game to re-think your strategy and look for new ways of enhancing the customer experience. While multi-channel customer service can seem like an impossible game to win at times, the Genesys Customer Experience Platform simplifies the process and helps create a culture of proactive communication in the contact center.
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