Wolfson Brands

Helping Wolfson Brands build customer lifetime value

Wolfson Brands is a global ecommerce business providing customers around the world with supplements, food, beauty products, and inspiration aimed at helping them achieve a new level of wellbeing.

The Challenge

Abandoned Carts

As an ecommerce business, Wolfson was concerned that many customers –
up to 50% – were placing items in their online cart but not completing their purchase. These “abandoned carts” were not only costing Wolfson sales, but also customer trust and loyalty.

Going Global with Customer Service

With customers worldwide, Wolfson’s English-speaking support team were struggling to communicate with many due to differences in language and culture. This difficulty in answering questions or providing the most relevant information was causing some customers to not progress with their order. Wolfson realised that it needed to provide a regional service to ensure customers felt valued and complete their online order, so they would return for future purchases.

Key outcomes from our partnership with Wolfson include:

The recovery of 30% of sales from abandoned online sales carts resulting in a profit increase for Wolfson of over £500,000 per annum

Enhanced inbound and outbound customer communications via new channels including Whatsapp

The development of a global customer support capability with our team of multilingual agents

The Solution

Getting to the heart of customer service

We conducted an end-to-end review of Wolfson’s customer service systems and protocols, together with the online customer journey. We wanted to ensure the customer had a positive experience from the moment they landed on the website.

From this review, we identified a number of service gaps and developed online tools to remedy them including:

A comprehensive email support system

to ensure all customers had the information they needed to navigate the Wolfson website and find their perfect product

A ‘Live Chat’ facility

using channels such as WhatsApp, to allow customer service agents to respond to customer queries immediately

Proactively managing abandoned carts

We created a solution that sends a customer’s telephone number through to our system when they haven’t completed their order within five minutes of adding it to the cart. The number dials automatically, allowing a service agent to speak directly to the customer and offer assistance, or an incentive – such as a discount – to encourage them to complete their order

Speaking the customer’s language

We supported our technology with the addition of native multilingual customer service agents to complement our existing team, which can be increased or decreased quickly to accommodate seasonality and sales peaks. This means that. across all channels, customers are communicated with in their own language, helping to mitigate the potential risk for misunderstanding and human error

Our combined technology and agent solutions have helped Wolfson to recover over 30% of sales from abandoned carts, which in turn has resulted in a profit increase of over £500,000 per year.

The Future

We are supporting Wolfson’s continued global growth by introducing AI/robotic automation solutions that improve customer deflection rates, support the customer support team and enable Wolfson to scale up its business quickly.

“Working with Newstel is certainly more of a partnership than a supplier/customer relationship, with the ‘Abandoned Cart Recovery’ project being a good example of this. Combined with the introduction of multi-channel customer communications, Newstel has helped to significantly increase our customer lifetime value. To work with a partner that can manage the support side of our business without the need to be micromanaged has been a huge advantage and has enabled us to focus on building our core business for the future.”

Scott Dingwall, CEO, Wolfson Brands