Mothers can now get fast and accurate answers to more
than 500 common child-raising questions by going toAsk
Carrie, a revamped Mothercare
website.
The revamp follows successful deployment of website development
firm
Transversal's
interactive web self-service technology on the website of the Early
Learning Centre (ELC), another part of the Mothercare group.
In the two months since going live, the website has cut the
number of calls and emails to Mothercare's contact centre, allowing
staff to concentrate on answering more complex queries.
Mothercare also serves relevant, tailored advertising and
special offers in line with questions asked
usingTransversal's Sales Engine software, This is leading to greater
customer engagement and potential sales, the firm said.
Early Learning Centre
started using Transversal's technology on its website and in its
contact centre in October 2007, Mothercare said. It has seen a 20%
reduction in emails and increased efficiency as contact centre
staff can access consistent, up-to-date information when dealing
with customer queries, it said.
The Ask Carrie persona was part of the redesign of the
Mothercare website. It aimed to provide a more approachable and
engaging figure for customers. It also included better online
product search, a wider range of content, and bigger, brighter
product images to improve the customer experience.