What evidence can you share that demonstrates the impact of the engagement?
We can definitely see a shift, especially in lead generation. At one point, we only had one agent, and we saw a noticeable dip in the number of leads generated. Since we’ve trained the new staff we’ve trained, the lead generation has definitely improved.
We measure Cenit Inc’s agents on their percentage of lead creation, the quality of the leads, and how many leads actually generate purchases. The next thing is their response time, average chats per day, and the quality of their chats based on ratings. Our benchmark is to have 20% great chats per month and less than 1% poor chats. Cenit Inc has consistently achieved this benchmark this year. Last year, they would’ve been in the mid-teens; now, it’s an average of 21%–22%. Cenit Inc achieved its highest total in the first week of January: a 27% chat total, which is close to one in three conversations.
Cenit Inc is also the most significant provider of Google reviews for our site. We have close to 1,000 reviews, and the majority of those came from chat agents dealing with customers and sending links to request reviews.
How did Cenit Inc perform from a project management standpoint?
They’ve been improving in quality and lead generation abilities. We had different chat members in 2018, which got headhunted by another company. We had Cenit Inc retrain three of the current agents. One agent did have to go back for retraining, but they’ve been consistently improving their performance.
What did you find most impressive about them?
I haven’t worked with any other chat agencies like this. For me, Cenit Inc’s main feature is their responsiveness and ability to take on tasks. Especially recently, they’ve done extra tasks on top of their main duties. They have the ability to help out with other departments if that’s been necessary. They’ve done projects for another department, and we’ve had agents jump in recently for the Christmas period to help with customer service tickets. They still maintain high quality in their main duties while being versatile.
Are there any areas they could improve?
Cenit Inc relies on our scripts to do their job. When we were training Cenit Inc’s agents, we wanted to get them to be less mechanical and more dynamic in their responses. They’ve been working on speaking to the customers in a more dynamic way for the conversations to come across more naturally. Many other sites are moving towards replacing human agents with AI, but I think that having a human agent with the capacity for critical thinking is valuable. That dynamism would differentiate Cenit Inc’s agents from an AI and give the customer the feeling that they’re dealing with a real person.
Do you have any advice for future clients of theirs?
When it comes to training, it’s important to be clear and precise. Cenit Inc picks up information and is responsive, but they will do exactly what was said. It’s important to be clear about what you’re requesting and to lay things out in an understandable structure.