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Salmoiraghi & Viganò: Boosting CSAT Scores to 100% with Intuitive Customer Service Solutions 

Salmoiraghi & Viganò: Boosting CSAT Scores to 100% with Intuitive Customer Service Solutions 

  • 100% CSAT Scores

Challenge:

Providing always-on service during lockdowns  

Salmoiraghi & Viganò is a global leader in luxury eyewear and contact lens distribution and a part of the Luxottica group. They provide a range of optical services, contact lenses and carry high-end eyewear brands, from Gucci to Ray-Ban, online and in over 400 stores across Italy.  

When the 2020 pandemic hit, store closures and isolation measures impacted Salmoiraghi & Viganò’s ability to provide in-person care and service to their distanced customers. It was the catalyst that had them rethinking how to provide the best possible customer service in a new digital world. 

Up until then, their customer service solutions included an outsourced call center and email. As a result, Salmoiraghi & Viganò experienced many challenges, that escalated during the pandemic, including: 

  • Slow response rates for email queries 
  • Inability to meet high numbers of customer support demands  
  • Decentralization of data 
  • Lack of metrics to measure agent performance and customer support 

These challenges hampered Salmoiraghi & Viganò from improving or personalizing their customer service. They knew that digital transformation was necessary in order to tackle these challenges and meet their goal of providing exceptional customer care. Finding a cloud communication platform provider that understood their business requirements and customer needs was the key to jump start this transformation.  

Solution:

Intuitive customer support over WhatsApp powered by Infobip 

Salmoiraghi & Viganò chose WhatsApp as the starting point for their digital transformation, as it is one of the most popular channels in Italy. They were then on the hunt for a CPaaS provider that could meet their business needs and help them go-to-market quickly over the channel. As a preferred Meta partner and with the capabilities to meet their expectations, we were the obvious choice.  

Our local customer experience (CX) team understood the need and decided to build an intuitive customer support solution that could easily be integrated into Salmoiraghi & Viganò’s existing systems and help them scale quickly. This was possible with the combination of 3 solutions: 

  1. Answers: our chatbot building platform, for always-on support 
  2. Conversations: our cloud contact center, for personalized care from agents 
  3. WhatsApp Business Platform: to interact with customers throughout the entire customer journey 

Our local implementation experts and professional services team onboarded and trained Salmoiraghi & Viganò employees on the best contact center practices. In order to offer fast response rates and better overall support, our team helped them build an intuitive chatbot with Answers. 

Customers can reach out to the retailer over WhatsApp for simple queries and the chatbot answers in real-time, leading to fast resolution with automated support.  

Services available in-store or online are also available through the chatbot. The customer is cared for throughout their entire journey from onboarding to post-sale.  

The chatbot conducts a series of pre-qualification questions to determine which requests need to be transferred to a live agent. Inquiries like order management, appointment bookings or other specific requests are taken care of by the right live agent, as determined by the chatbot.  

The integration of Answers and Conversations into their existing systems, gave Salmoiraghi & Viganò a unified view of customer data and conversation history. This means when a customer is transferred from the chatbot, the agent can provide contextual and personalized support. Agents have improved their productivity and satisfy customer needs by avoiding repetition.  

Providing customer support over WhatsApp allowed Salmoiraghi & Viganò to introduce new services to their customers at a distance. Customers can verify the state of wear and tear of their eyewear by simply sending a photo over WhatsApp which is subsequently evaluated by their laboratory.  

What’s more, the flexibility of the solution gave way for Salmoiraghi & Viganò to work with our CX experts to convert the support solution for upselling products. During the launch of limited-edition eyewear, made in collaboration with the influencer Chiara Ferragni, when a customer contacted the chatbot for pre or post sale support, Salmoiraghi & Viganò could offer them pre-sale reservations for the eyewear.  

Our user-friendly platform and CX support team ensured that: 

  • Agents could manage conversations  
  • Salmoiraghi & Viganò support team could seamlessly implement new use cases  
  • Data and metrics were centralized, allowing them to measure performance 
  • Easily make changes to the chatbot settings based on new insights 

result:

100% CSAT score and expanding services

Since working with us to integrate Conversations and Answers, the eyewear gurus were able to digitally transform their customer service. Customers could get the answers they needed faster than before with real-time flexible support, at scale. Workloads were lowered and agents became drastically more efficient.  

Approximately 50% of customer queries occurred over WhatsApp. The chatbot’s pre-qualification questions allowed agents to focus on more complex problems and helped resolve queries faster than before. A total of 30-40% of all WhatsApp queries were transferred to agents, meaning the chatbot could resolve most issues.  

Customer satisfaction skyrocketed and overall engagement improved with:  

  • CSAT score of 100%
  • 46% of customers using the WhatsApp chatbot for support, with weekly peaks of over 65%  

The new use cases introduced over WhatsApp also saw great success. The limited-edition eyewear sold out in just minutes after launching thanks to the pre-sale reservation feature available through the chatbot.  

Introducing this solution changed the way Salmoiraghi & Viganò approach their customer service and continues to change how they interact with their customers. Going forward, they continue to use the WhatsApp chatbot powered by Answers and Conversations to resolve queries fast and efficiently while they discover new ways to offer exceptional services to customers.  

Daniele Cazzani
Head of Promo and Customer Experience, Salmoiraghi & Viganò

The adoption of Infobip solutions has been a moment of rethinking customer interaction. No longer is it one-way customer care, but an active and conversational customer management. This was possible because Infobip immediately understood our needs with a fast, scalable and flexible solution. Their solutions easily integrated into our systems allowing us to centralize our data. The flexibility of Answers enabled us to provide additional services on WhatsApp, and our operator’s efficiency increased since using Conversations. Now, we finally have a uniform way of collecting data and metrics to measure agent performance. We are confident of providing our customers with the best service and that they are 100% satisfied.

Company profile:

Salmoiraghi & Viganò

Salmoiraghi & Viganò is an Italian eyewear and contact lens retailer, providing luxury eyewear since 1870. Over the years, they have joined the Luxottica group and have grown into one of the largest industry leaders, winning the Luxottica “Insegna dell’Anno” or “Brand of the year” award for the last 12 years in a row. They have a passion and enthusiasm for providing impeccable products with outstanding service to their customers which is reflected in the historic success of their brand.