Managing a 6X increase in customer queries on Messenger and Instagram
A European fast growing shoe e-retailer
Paris-based online shoe store Sarenza offers over 650 brands and 45,000 styles of shoes for men, women and children. A part of the French retail conglomerate Monoprix, Sarenza ships to over 30 countries.
Delighting customers with social
With customer satisfaction being a top priority, Sarenza wanted to pursue a communication strategy that would serve people quickly and efficiently. As the company expanded, its customer service team found it challenging to handle the large volumes of queries received by phone and email. With Sarenza receiving 6X more queries during the coronavirus (COVID-19) pandemic than usual via Messenger and Instagram, it decided to focus on social messaging platforms, especially Instagram.
New digital channels
Sarenza closed down its phone service and focused on providing customer care via social messaging platforms such as Messenger and Instagram. The shoe company worked with social commerce specialist Alcméon to build an automated experience for Messenger that included answering frequently asked questions using quick replies and transferring customers with complex queries to human agents via a seamless handover protocol.
Sarenza also integrated Messenger API for Instagram so customer messages received on Instagram were directed to Messenger, and launched Instagram as a new customer care channel to celebrate its 15th anniversary.
Best foot forward with Messenger and Instagram
Now, customers could easily start a private conversation with Sarenza via Messenger and Instagram and receive answers to pressing questions. In 2020 the footwear retailer saw the following results compared to 2019:
- 20% of customer queries resolved via automation
- 6X increase in incoming messages via Messenger and Instagram (compared to pre-COVID message volume) Business API
- Messaging share grew from 5 to 25% in 2020
“With customer satisfaction being key for Sarenza, we aim to provide swift and speedy interactions that quickly resolve customer issues. By shifting to digital channels and focusing on social messaging with the help of Alcméon and Facebook, we could easily pursue a hybrid conversational flow that solves customer queries in record times.”