London, March 19, 2001 - Customer satisfaction
on the High Street involves exceeding expectations so that when
customers leave the premises they are happy with their purchase,
and looking forward to coming back. It is just the same online.
Jermyn Street shirt maker Charles Tyrwhitt has implemented
FaceTime's Instant Customer technology on its website to achieve
this. FaceTime enables Charles Tyrwhitt's established level of
service to be reflected online by giving consumers instant access
to a customer service representative. Visitors to the Charles
Tyrwhitt website (www.ctshirts.co.uk) are able
to click on a 'Live online chat' link to initiate a conversation,
in real-time, with a customer service representative without having
to disconnect from the website. The company already offered
consumers a 'phone me' feature in the live help section of the
website but felt that FaceTime's product could offer an additional
channel of communication that would further exceed customer
expectations. 'When people enter our flagship store on Jermyn
Street, they are expecting a certain level of service. We wanted to
mimic as much of this as possible in our online strategy.' says
Gary Robinson, UK web marketing manager. 'The "phone-me" option
already implemented did not fully cater for home users as they
would have to disconnect from the site to use the phone line.
FaceTime's technology fulfilled the remit for excellent customer
service, as not all customers want to pick up the phone, some
prefer a more anonymous point of contact.' Charles Tyrwhitt looked
at various solutions for this, but chose FaceTime's Instant
Messaging solution partly because it offered a trial-run before
being implemented. The company plans to monitor the types of
interaction that occur via the FaceTime platform and train customer
service representatives accordingly. Marcus Bennett, managing
director of FaceTime says, 'For Charles Tyrwhitt, it is imperative
that their high level of customer service is maintained, regardless
of the channel of communication being used. Just as losing a
customer from your High Street branch can be an indication of poor
service, so businesses cannot afford to take this chance online.
FaceTime's Instant Messaging helps to enhance the service
experienced by online customers by offering instant access to a
sales representative. Survival in an e-commerce environment is
about exceeding expectations, otherwise the customer will go
elsewhere.'
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