Kathrine Rabjerg Hansen
Marketing Manager
Lyreco
Oct 14, 2024
Customer case: How Lyreco uses AI to share knowledge and improve quality
Lyreco is using AI to help its sales team tackle a wide range of customer needs. This allows them to pinpoint knowledge gaps and spot trending inquiries, which leads to more seamless knowledge sharing
Lyreco is an international supplier of office articles and coffee equipment for companies. With departments spread across 25 countries, Lyreco is determined to create great customer experiences across its international departments. As a part of this strategy, they have established customer service departments in each country, where they assist existing and potential customers in the local languages as well as internal inquiries from employees.
To ensure that their customers' needs are met in the best possible way, Lyreco Denmark has a team of 34 traveling sales representatives. Their primary goal is to make sure that all customers have what they need and receive ongoing advice about new products, promotions, and delivery times.
Since the sales representatives visit several customers daily, they do not always have access to computers with customer and knowledge databases. But as it is crucial to have knowledge available at all times, they can call an internal sales support line.
The sales support line is managed by customer service managers who swiftly handle customer conversations and internal inquiries. When sales representatives call this number, they can get support, advice, and additional knowledge on concrete topics. For example, they can get information about order numbers, specific campaigns, products, and delivery times. The support can also help them sign up new customers.
Why is knowledge sharing important in customer service and sales?
Knowledge sharing is an essential part of quality assurance and is crucial for creating better experiences for both customers and agents. It is particularly important, since every single call contains valuable knowledge about how customers perceive your product and services.
In sales calls, this can help your team assess customer needs and offer the perfect solution. In customer conversations, such feedback facilitates quicker inquiry solutions and more pleasant conversations, and lower retention rates.
Additionally, when you analyze and compare data from across your customer conversations, you can identify patterns that will help you learn which types of knowledge you should share and in which areas your team lacks knowledge.
In other cases, it might be necessary to share knowledge with other departments to facilitate better services, improve the self-service pages, or improve products or procedures so they fit customer expectations.
How Lyreco uses AI to share valuable knowledge
Every day, Lyreco’s sales representatives visit businesses with very different needs.
Therefore, it is important that they have a broad knowledge of many different areas to be able to provide correct answers at all times. They also need to be able to read each customer's needs and offer specific solutions for each customer.
To ensure high-quality service, it is important for their sales team to learn from each other’s interactions and techniques, so they can heighten the success rate and customer experience while minimizing the number of repeat calls.
To facilitate this, they have invested in Capturi's conversational AI with the aim of identifying common topics and new trends. This reveals how often sales representatives call, what kind of information they typically need, and how many of these calls are repeat calls.
For instance, they discovered that 24% of their sales representatives mentioned orders, 19% mentioned self-service, and 19% mentioned delivery.
By identifying such calls reasons, they have been able to share knowledge and introduce new initiatives accordingly. These new initiatives have resulted in a 12% reduction in the number of calls and a 15% decrease in call duration.
As Lyreco's team wants to continue to heighten the quality, they continue to work with insights to proactively improve their service and sales processes. This allows them to share valuable knowledge proactively and implement new initiatives, both of which make a noticeable difference for customers and employees.
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