Modernizing an Online Sales Toolbox for eCommerce
DigitalMara updated and upgraded a sales agent interface within an eCommerce platform.
About the client
Web applications rust without constant updating. The client was using that ancient and obsolete technology, Flash, as the foundation for their eCommerce platform’s sales agent interface. Needless to say, introducing new and powerful features presented a challenge.
We rewrote the application, focusing on automation, customization, and traceability. First, we revised the chatting feature. With the new interface, sales agents can easily browse chat history and use preset and custom conversation scripts, increasing the productivity of their efforts. Chats are integrated with popular channels like SMS, Twitter, Facebook, and ABC.
To further improve customer communication, we set up an AI assistant to provide sales agents with tips and suggestions, enabling them to make better data-based decisions while offsetting the relevant experience they might be lacking.
Follow-up chats help agents guide uncertain or hesitating customers into purchasing. Another powerful tool built for sales agents and managers with XForms is post-chat surveys, allowing the team to properly analyze customer experience. Overall, we enhanced the sales agent UX by making the interface easily customizable. The client can effortlessly configure it with simple visual tools.
By moving the application to a new technology stack, we also significantly bolstered security against common threats known to have previously compromised the platform.
Approach
When we first met the client, they already had a long list of issues to resolve because of the outdated technology. They presented us with their vision of prospective upgrades, and this was enough for our team to draft a clear, developmental roadmap, and get going immediately upon client approval.
We split our development crew of ten into two divisions: one would adjust to the client’s business hours to ensure close collaboration, while the other tended to the tasks that were сlear enough to execute without real-time interfacing. This team structure allowed for intelligent distribution of resources as we proceeded with the Scrum model.
Key features
- Chat that enables communication between sales agents and website visitors
- Chat history allowing sales agents to pick up where they left off and analyze their successes and failures
- Async chats integrated with popular platforms (SMS, Twitter, Facebook, and ABC)
- Customizable functionality and user interface to adjust to changes with the business model as it continues to evolve
- AI assistance (Nina Coach, Agent Coach) to support and improve agent communication with customers
Results
- Sales agents make decisions drawn on the history of communications with a particular customer, and insights derived from similar cases catered by the AI.
- Conversion rates increased by 32% as website visitors were followed up with and treated in a more personalized manner.
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