Traditional values meet
an untraditional customer
experience with Comm100

In this case study, Dixon told us why it chose live chat to increase user engagement and close the customer experience loop.

“Dixon is committed to delighting our customers by being the easiest company we do business with every day.” This customer-centric approach has been ingrained into Dixon’s operations since its inception in 1916. From supporting new end-users and distributors throughout the sales process to providing loyal customers with extensive product training, Dixon is always looking for new ways to provide an enhanced customer experience.

In 2016, feedback gathered from the sales team and customers pointed to the need to increase access to the Dixon customer support team. Management determined that the best way to do that was to add a live chat touchpoint. This would allow them to hear their audience’s needs and provide them with high-quality, real time support.

Under Langenfelder’s guidance, Dixon evaluated several live chat solutions based on research and on recommendations from trusted industry partners. From the outset, Comm100 stood out from the crowd owing to several game-changing advantages including powerful reporting capabilities, a user-friendly interface, and intuitive navigation.

Implementation was swift and seamless. The user-friendly interface ensured a smooth transition from start to finish, making it easier for Dixon to get up and running – ready to deliver exceptional service. Their new and highly responsive customer service channel is a win for both managers and agents: Dixon managers can take advantage of reporting capabilities that simplify agent monitoring and raise insights into real-time service metrics. For their part, Dixon agents greatly appreciate the design and flow of the Comm100 agent console, which helps them do their job more effectively. Features such as chat monitoring and canned messages help new agents gain confidence quickly.

It didn’t take long for Comm100’s live chat solution to make a positive impact on the way Dixon services its audience. Within 45 days of deployment, Dixon was fielding an average of 50 chats per day. During this time period, they were able to act as an intermediary between direct customers and distributors to close the customer experience loop for all parties. While customers may not have been able to remember which specific distributor they had bought from, they were still able to access instantaneous help from Dixon directly before being reconnected to their distributor. This modernized, revamped customer experience closes the gap for end-users and allows Dixon to act as a bridge between customers and their distributors.

When first rolled out, end-user adoption was strong with 80% of their audience being end users. As time went on, Dixon saw an increase in distributor adoption, splitting their inquiry metrics to 50% end users, 40% distributors, and 10% technical support.

New relationships are constantly being built and strengthened through this transformed customer experience loop.

Through the addition of this new communication channel, Dixon is able to connect with its target audience in real time and establish quality relationships with customers. The accompanying reporting metrics help Dixon analyze and understand the scope and impact of chat conversations, agent performance and efficiency, and more. Dixon’s management team receives quarterly reports that demonstrate the ROI of live chat through service metrics, live transcripts and quotes from its distributors and end-users including Boeing, Exxon, and 3M. Dixon plans to add more live chat agents and extend coverage to its Australia team to offer 24/7 follow-the-sun support. Interested in downloading the full case study? Click here for a pdf copy.