Customer case: How Group Online enhanced the call quality

Michael Øhlenschlæger, Automation Lead at Group Online, explains that it has previously been difficult for customer-facing employees to pinpoint what drove good or bad experiences. While they could measure task completion, it did not always reflect the quality of interactions.

Capturi continuously provides the team with a structured way to assess conversations based on concrete data. This ability to measure quality has made a significant difference, improving both customer and employee experience.

Michael Øhlenschlæger emphasizes that this tool should not only be used by an AI specialist. Rather, the platform should be integrated into each department's daily work and coaching processes.

"It’s important for managers and team leaders to actively use the tool and support employees in communicating in just the right way. They need to pay attention to what creates customer satisfaction and ensure that employees understand the importance of good communication," he says.

Below, we explore how each department actively works with Capturi in various ways to achieve their goals and ensure high quality:

How Group Online works with AI in their sales department

In Group Online’s sales department, the team focuses on cold calling potential customers who may need help optimizing their online presence – whether through websites or other digital channels.

To handle such calls successfully, it is highly important to get to know each potential client and identify their needs in an effective way.

Using AI analyses, the team realized that to better understand the potential clients, they needed to refine how they initiated their conversations. So, they reviewed their existing opening lines and found that phrases like “Am I disturbing you?” and “Do you have a moment?” were used in about 13% of all sales calls. However, these phrases led to a 20% lower likelihood of high customer satisfaction.

Luckily, they could also use the AI tool to identify successful ways of handling calls. Using this data, they started building up their conversations by …:

1. starting the conversation by bringing up a clear reason for reaching out and justifying the call

2. initiating a dialogue by getting to know the potential client, their business, and their current needs

3. ending the conversation by summing up everything that they have agreed on

The work with Capturi is an ongoing priority, and as Group Online continues to expand its use of AI, the sales team will uncover new insights that help them refine and enhance their customer interactions further.

After each successful sales call, the potential client is handed over to Group Online’s project managers, who ensure their needs are met.

How Group Online increased customer satisfaction in project management

Group Online's project management team consists of Customer Success Managers who takes a client-focused approach to meeting expectations. This approach ensures high customer satisfaction and that tasks are completed correctly from the start.

When the department implemented Capturi, their main goals were to identify strengths, find areas for improvement, and maintain high customer satisfaction levels. They used this information proactively to develop a series of guidelines that the team would follow to make sure they maintained the same high quality across the department and achieved even more positive results.

The guidelines includes:

1. Presentation of main points

2. Follow-up

3. Needs Assessment

4. Results

5. Conclusion

By streamlining their communication methods, they achieved a 13.5% increase in promoters, a 13.2% decrease in passive reviewers, and a 34.9% decrease in detractors.

Promoters, passives, and detractors are part of the Net Promoter Score (NPS), which measures customer satisfaction. NPS is based on how likely customers are to recommend a product or service, rated from 0 to 10. Scores of 9-10 are promoters, 7-8 are passives, and 0-6 are detractors.

How Group Online boosted customer satisfaction by 13%

Group Online’s customer service is handling calls regarding invoice and questions regarding this, website issues, and general maintenance. In these conversations, it is not only important that calls are handled in a quick, effective, and professional way but also that each call is high-quality and contains positive language.

Customer service calls differ from other types of calls because they are not as tied to specific conversation guide. These calls are often technical and require customer service agents to handle multiple tasks while meeting customers at their level. The main goal has been to improve customer satisfaction through empathy and positive language.

By combining empathetic and positive phrasing with polite call endings, the customer service department has successfully increased its dialogue score by 13%. This score is based on the department’s customer sentiment score.

A customer sentiment score measures how often a customer uses positive words during a conversation. The more positive phrases a customer uses, the higher the score. This is similar to an NPS, but instead of relying on post-call surveys, it is based on the customer’s actual word choices during the conversation.

Want practical tips to elevate your customer service experience?

Empathy and positive language are just some of the tools you can use to increase customer satisfaction. How you start the conversation, initiate dialogues, and successfully end the call without leaving loose ends also greatly impacts satisfaction.

If your department, like Group Online’s, wants to improve customer satisfaction based on proven methods, we have gathered some helpful tips in a knowledge article. The article is based on data from over 35 million customer calls, showing that following a few key techniques can improve performance by 20-40%.