The “ask Zavvi a question” feature uses MetaFAQ, search software supplied by Transversal.
Consumers can enter questions in natural language, prompting a list of likely responses from a database. At present the service contains responses to 150 frequently asked customer questions, some tailored to key pages of the site, such as registration, shopping basket and checkout.
Zavvi head of e-commerce operations Melvin Simpson said the retailer’s analysis had found abandonment rates among customers who had used the feature since it went live at the start of October had halved when compared with users of the previous help pages. Conversion rates among the same set of users increased by 50 per cent.
“Of those who visited customer service pages before MetaFAQ and after, we looked at the percentage that then went on to purchase something and it went up by 50 per cent, which is just stunning,” said Simpson.
Customers dissatisfied with predefined responses can send their questions to Zavvi staff. Unlike its previous customer service tool, these e-mails log the customer’s details and the search terms they used before asking for further information, allowing the retailer to improve the database and identify individual customers’ recurring concerns.
Zavvi sees improving its online customer service as
crucial to differentiating itself in the crowded online entertainment space.
Simpson said: “We don’t have a 24-hour team, so someone shopping at 8pm – which is when most of them do – won’t have direct access. The more questions we can answer when we’re not there, the better for everyone.”
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