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[INTERVIEW] «Spasibo from Sberbank»
Katerina Vinokhodova
Usedesk co-founder
About the project
Industry
A bonus program, under which for every purchase paid for with the card, the client's bonus account receives Spasibo bonuses.
Clients
All Sberbank cardholders who registered in the bonus system
8
Channels of communication
8 000
Tickets per month
20
People in the support team
We talked to a «Spasibo» representative from Sberbank about why they chose Usedesk, how the automation helped, and what their favorite features in the system are.
Tell us what you were using before Usedesk and why you decided to switch to Usedesk; why the need arose?
I haven't used anything before. This need arose because standard social networks do not provide any analytics on the incoming flow, the number of appeals, and the contact center operator's work duration. Usedesk allows you to count 1000 + 1 parameters, which, if properly used, can help with certain issues. For example, to understand what calls come more often, on what subjects. Where to set up automation, and so on. First of all, it was the work with social networks.
Did you choose among several solutions? By what criteria, what was the most important for you?
You are in the Russian Federation and conduct calculations in rubles. Plus, the turnaround in-house. All the firms we looked at settle in dollars and are not registered in Russia, which our security staff did not like.
What channels do you have connected to Usedesk besides social networks?
We had Vkontakte, Facebook, Odnoklassniki, chats on four of our sites, and one mailbox. In addition to chats on the website, we connected the mobile application's chat with API integration. In general, I can say that the integration is convenient, with quite a lot of different parameters, creating a ticket, creating a chat. Flexible, customizable tags, flexibly sorted tickets. All of this allows you to work comfortably and significantly increase speed than responding to each channel separately.
Tell us how the work was organized, how many teams worked in Usedesk?
These were the allocated groups of employees for specific channels. One part on social networks, one part on chats, one part on mail. At some point, they grouped. Some responded to online channels, let's say chats and social media; some responded to mail. That's where we changed our approach and looked for the best options for us.
What metrics have improved with the implementation of Usedesk? Have you conducted such an analysis?
Here is whether we counted something before; the problem is that it was very trying to measure. The flow of hits on social networks grew; the more we answered, the more it grew. And when our employees did it directly on the social network, we did not have any parameters. With the advent of Usedesk, we just got those parameters that were interesting to track. This is load distribution over the hours. Usedesk allowed us to make automation at a superficial level. Again, we could change specific parameters and see what percentage of automation we get, whether we are automating these messages correctly, whether the bot does not work somehow correctly. Just Usedesk allowed counting something. Before that, if we needed some accounting, the employee could manually recalculate the dialogues, which was, of course, long and inaccurate.
How did you work with the categories of requests? Have you looked at the statistics on them?
We didn't make any tree of references, and we worked with tags at the time of some massive problems. And tags in moments of massive problems helped a lot. It was a purely operational and support tool. To track requests on a specific topic using tags, not to lose anyone to whom we promised to answer when the issue is resolved, and in the end, to answer the client - the tagging system helped a lot.
You mentioned automation; please tell us a little more about it.
We have automated the chat with the help of triggers. Our most frequent questions are "how to sign up for the bonus program," "why aren't bonuses credited," a question about our privilege level product. In Vkontakte, we automated different activities that we did with young people. We had a lot of questions about stickers, for example. When some marketing campaigns on these stickers were launched, the personal messages were sometimes clogged up to the point of horror. And sometimes, we'd get 30% of the hits a day just on the bot.
Can you highlight the top 3 features that you think are the most useful in Usedesk?
Just data, statistics, reporting, very, very top-notch. Ease of use, most of the time you don't need a million guides, endless amounts of some figuring things out, and so on. For most of the functions in Usedesk, the operator can even understand intuitively, without any knowledge base, the basics. It's clear that some of the chips are heavier there, but the interface is intuitive and easy to use. And the third one is a bot. Well, not a bot, but a system of rules that allow you to configure a huge number of functions and make a vast number of absolutely different connections. That is, assignment, designation, depending on the subject. Or, for example, a response depending on the content in the post. That is a million links that are intuitively easy and simple for you to set up.

Plus the ability to integrate with any channel that can interact with the system via API. Quick expansion possibilities and crossing the number of accounts. That is, the establishment of accounts without the involvement of the sysadmin and so on. That is, it is efficiency. And immediate reassignment of operators between channels.
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