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Online lingerie, swimwear and loungewear retailer has struck a deal with contact centre solutions provider Intelecom to use its cloud-based contact management portal Connect.’s central call centre is based at the organisation’s main warehouse and distribution centre in Haverhill, Suffolk, and supports 1.2 million customers in 100 countries.

The e-tailer replaced its original telephony system with the hosted Intelecom solution to provide automated call routing and ensure accurate reporting.

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Advertisement customer services manager Sarah Arnoldsaid: “Intelecom fitted the bill. The technology was tried and tested which gave us huge confidence from the outset. We didn’t even need to invest in new handsets keeping our capital costs to a minimum. After a few minutes of training, we could plug in and play and see immediate benefits.”’s centre is open from 8am until Midnight between Monday to Friday, from 9am until 8pm on Saturdays and from 10am until 6pm on Sundays.

During the week, the opening hours are deliberately longer to accommodate the company’s following of North American customers.

Calls last anything from 2.5 minutes for general order enquiries around delivery dates to nearly five minutes for personal shoppers who require a more tailored service with specialist advice on sizing and styling.

Despite changes in technology over the past few years, the telephone remains the most popular form of communication for customers at 57 percent of all contact via calls, followed by email (32 percent) and web-chat (11 percent).

The new service enables supervisors to quickly assess service levels around the world. Agents can also regularly monitor their own status and gain a complete overview of the whole department’s activity.

Furthermore, Intelecom’s web-based statistics tool, Sonar, enables employees to extracting accurate statistics from within the Intelecom system. With this information, they can create reports that track performance by day, by week, by individual agent and by department, and provide year-on-year comparisons.

Arnold added: “Customers are at the centre of everything we do and Intelecom truly understands this concept. The people are a joy to work with and responsive to our needs. Intelecom has given us a straight-forward but highly resilient framework that integrates seamlessly with the rest of our network. It helps to support our overall drive to deliver an exceptional customer experience.”

Looking forward, has plans to re-introduce call recording via Intelecom and its partner Cloud9 Business Analytics.

Intelecom UK managing director Adrian Sparks said: “More and more of our customers are looking to reduce their costs by moving towards a cloud-based solution to manage their call centre. Increasingly, solutions like ours are considered a strategic tool and fundamental part of an organisation’s business continuity programme. The innate flexibility and scalability of our technology makes it ideal for companies like who need to maximise resources whilst delivering an exceptional and personal service to customers.”





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