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Improving the customer experience


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Early in 2014, Orchard Brands’ call centre


was looking to achieve new efficiencies in its order process, including improving its cross- sell metrics. It also hoped to streamline the training of both new and seasonal hires. While permanent employees were accustomed to the green screens fronting the order application, new temporary employees had issues with usability and some were ultimately dropping out of training sessions before completion. The chief executive of the company visited the call centre to understand and isolate some of the issues and ended up putting on a headset and personally attempting to process orders. During one of the chief executive’s first attempts to take an order, he was forced


to “abort” and quickly determined that the company’s legacy green screens were a large part of the inefficiency in processing orders and asked for the process to be “fixed”.


THE SOLUTION To improve the overall usability of the order processing system, Orchard Brands turned to Rocket Software and Rocket LegaSuite Web to assist with its improvement efforts. The IT team made clear that the project spanned several objectives. While the Rocket team could significantly reduce the time required to train the new CSRs by minimising the number of screens required, it was also imperative that Rocket decreased the time to process orders.


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