Retailer Improves Service Ahead of Christmas Rush

UK -- Electronics retailer Hughes Direct is improving its online customer service ahead of the critical festive period

Hughes Direct has implemented an "Ask a Question" solution which enables customers to tap into their product knowledge base by providing instant responses to online customer queries. The aim is to make it easier for customers to access information online in the run up to the busiest time of the year.

The company says they chose the solution, by Transversal, a UK based developer of multi-channel eServices because of its straightforward web integration, and because of Transversal's customer-focused culture.

Hughes Electrical is a third generation family business that achieved £50m in net sales in 2006 from its 33 shops and internet arm. Just under half (40 per cent) of the company's annual online turnover is generated in the eleven
weeks between mid-November and the first week of January. The percentage of consumers that visit a retail website and actually purchase an item significantly increases during this period, and Hughes Direct will be using
Transversal's technology to support and maximise sales.

It is forecast that in 2007 consumers in the UK will spend £13.6bn on products bought online during the run up to Christmas, with the average Briton spending £509* over the internet - an increase of 40 per cent on last year.

"Meeting the surge in demand we see at Christmas is critical for our business. In previous years, our online customer service team has been flat out answering the sheer number of enquiries - and we expect 2007 to be even busier," said Simon Cox, General Manager, Hughes Direct. "As best-selling electrical products such as flat panel and HD-TVs become more complex we needed a solution that made it easier for our customers to find the information they want immediately. Working with Transversal's software enables us to meet this need and to free up the time of customer service staff to resolve more complex enquiries."

The “Ask a Question" Metafaq is updated as required by the customer service team - vital due to the increasing number of products it sells and the evolving
nature of consumer technology. Since implementing the technology in September, Hughes Direct has created an online bank of more than 500 different questions.

"Like a lot of retailers, the festive season is a critical time for Hughes Direct. With so many customers making purchases at that time, it's vital to provide world-class customer service," said David Yap, CEO, Transversal. "The
Metafaq implementation is enabling Hughes Direct to deliver real enhancements to customer service and cement the website's position as a fantastic resource for consumers looking to purchase a new electrical product."

* Source: Forrester Research

About Transversal
Transversal is a UK Cambridge-based developer of multi-channel eService solutions for customer-facing websites and contact centres that achieve high-impact wins on improved service, reduced costs and increased sales.
www.transversal.com

About Hughes Electrical
UK East Anglian based Hughes Electrical are a family owned retail business supplying consumer electronics and domestic appliances. http://www.hughesdirect.co.uk