Challenge: GSI Commerce, a provider of e-commerce solutions for retailers, branded manufacturers, entertainment companies and professional sports organizations, wanted to provide a more distinct value and service to its partners and customers. The company was looking for a way to change its e-commerce solutions—which include Web site design and development, e-commerce technology, managed hosting, order fulfillment, customer service, merchandising and order management, online merchandising, customer relationship management, content development and online marketing—to deliver a more relevant, effective and efficient customer experience.
Solution: GSI chose to partner with Epiphany, which provides customer relationship management (CRM) software solutions to increase profitability for consumer-oriented companies "by making every customer interaction intelligent," according to Epiphany. The Epiphany Interaction Advisor turned out to be the best solution for use on GSI’s partner Web site and in its call centers. Key to GSI Commerce’s selection of the Epiphany Interaction Advisor was the software’s ability to accommodate the addition of new partner Web stores on the GSI Commerce platform. The Epiphany Interaction Advisor, integrated with the GSI Commerce platform, uses a combination of business rules and real-time analytics to deliver the most relevant offer to a customer during an inbound interaction, such as placing a call to the call center or visiting the Web site, said Jeremy Silver, Epiphany’s senior product manager. "The analytic solution delivers personalized, targeted offers to shoppers through GSI Commerce’s customer service center and through the Web stores the company operates on behalf of its partners," Silver said.
Results: With Epiphany Interaction Advisor, GSI Commerce raised customer offer acceptance rates by 480% in one year. GSI Commerce also recognized a four-month payback period on the solution with its initial investment, which translates into a 300% ROI in one year. GSI used the solution to extend more than 4 million recommendations per month online and more than 500,000 recommendations per month in the customer service call center. GSI Commerce has also realized call center offer acceptance rates as high as 20.3% and Web click-through rates as high as 7.4%.
"Leading consumer-oriented companies are taking advantage of inbound marketing solutions to provide high levels of customer service as well as maximize sales opportunities," said Karen Richardson, CEO of Epiphany.
"Epiphany Interaction Advisor is an enabling solution for us in that it delivers real-time, customer-specific recommendations across both Web and other customer service touch points," said Jeff McCall, GSI Commerce VP-CRM and customer effectiveness.