Simplifying the agent experience improves your customer experience

Product: Formset

Imperial Brands, headquartered in the UK, is a global business in approximately 120 countries. It strategically focuses on key markets in the UK, USA, Germany, Spain, and Australia. Additionally, the company maintains a significant employee base across Europe, North and Sub-Saharan Africa, the Middle East, and Asia. Its diverse portfolio includes renowned brands such as Blu and Pulze.

Imperial Brands used to have a straightforward offering, with just one product sold in five markets. However, rapid growth changed the company's needs, requiring better systems to support the frontline teams.

Challenges they faced:

The business expanded into new markets and introduced more products and flavours, leading to extensive use of Zendesk to serve customers. Introducing new customer service operations during the onboarding stage was a valued feature by customers, contributing even further to the increase in the volume of tickets in Zendesk.

The expansion and changes to customer service led to increased complexity, with over 1,000 options available to agents in the Zendesk form. Imperial Brands realised the need for more control to prevent agent overwhelm and inefficient ticket handling.

Introducing Formset as the solution

Formset, provided by Cloudset, was an intuitive solution that simplified form creation for agents by configuring specific setups for each location and product type. Implementing Formset resulted in an instant, noticeable improvements. The logical, easy-to-follow setup process allowed agents to see only the relevant options based on the ticket location they were working on. A trigger sets the ticket's location, and Formset handles the rest.

Customer Soundbite: "Keeping things simple allows us to deliver the best customer service. A better experience for agents results in greater customer satisfaction. Formset allows us to keep things simple. The agent’s experience correlates with the customer’s experience."

Key product features that made the difference:

Dependent Value Fields: Create a universal set of options for all locations and products. Based on the rules established, a single form displays only valid options for the location and product. This significantly improves data quality, shortens the agent handling time, and simplifies reporting.

Conditional Fields: Using specific drivers such as product and location, you can hide any form fields and/or values that are not applicable. The form and presentation of fields dynamically change based on the context of the ticket agent's choice.

What was the impact?

Formset significantly reduced the time needed to navigate over 1,000 options by limiting choices to essential tasks. This targeted approach was something native Zendesk could not provide, as it required an all-or-nothing form setup.

Unified reporting across all markets became possible, ensuring consistent field usage irrespective of product and location. This reduction in unnecessary scrolling minimized customer wait times and improved customer satisfaction. Exposure to Cloudset led to other tools, like Flowset, to achieve further service delivery and agent efficiency.

Want to know more? 

If you want to get the same results as Imperial Brands, let's chat. Discover how Formset can streamline your customer service processes and improve your agent experience and efficiency. With Formset, you control which fields and values you present to agents based on your unique requirements. By controlling the fields and values, you improve quality by preventing invalid choices and combinations and achieving consistent reporting.

Book a call today to learn more about Formset and a range of tailored solutions for your business needs; read more about Formset.