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[INTERVIEW] «Spasibo from Sberbank»
About the project
Industry
A bonus program, where the client's bonus account receives Spasibo bonuses for every purchase made with the card
Clients
All Sberbank cardholders who registered in the bonus system
8
Channels of communication
8 000
Tickets per month
20
People on 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 1,001 parameters, which, if used properly, can help with certain issues, for example, understanding what calls come more often and on what subjects, where to set up automation, and so on. But first of all, it was the work with social networks.
Did you choose among several solutions? What criteria 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 many different parameters for creating a ticket or creating a chat, as well as flexible, customizable tags and flexibly sorted tickets. All of this allows you to work comfortably and significantly increase speed compared to 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 email. At some point, they grouped. Some responded to online channels, let's say chats and social media, some responded to email. 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?
Before, it was very difficult to measure metrics. But the flow of hits on social networks grew — the more we answered, the more it grew. When our employees did it directly on the social network, we did not have any parameters. With the advent of Usedesk, we could measure those parameters, which were interesting to track, like the load distribution over the hours. Usedesk allowed us to do 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 works correctly. Usedesk allowed us to count something. Before that, if we needed something accounted for, the employee would have to manually calculate the number of chats, which was, of course, time consuming 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 to deal with problems. And tags helped a lot with those problems. It was purely an operational and support tool to track requests on a specific topic using tags and not lose anyone we promised to reply to when the issue was resolved. In the end, 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 do I sign up for the bonus program," "why aren't bonuses credited," questions about our privilege level product. In Vkontakte, we automated different activities that we did with young people. There were 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 percent 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?
Data, statistics and reporting are very, very top-notch. The ease of use, most of the time you don't need a million guides or endless amounts of time to figure things out. Most of the functions in Usedesk, the operator can 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 different connections. That is, assignment and 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 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 the ability to establish accounts without the involvement of the sysadmin and so on. That's efficiency. There's also the immediate reassignment of operators between channels.
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