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A conversation with Prénatal: 'Parents want answers immediately'
Case

A conversation with Prénatal: 'Parents want answers immediately'

Prénatal is the expert on pregnant women and parents with young children, offering the most complete and affordable selection tailored to its customers' needs. The customers of the number one destination for (expecting) parents are extra critical, ask a lot of questions and ideally want the right answer immediately. Furthermore, every generation of parents is different, so Prénatal needs to be able to adapt to that. This is why sales coordinator Willie Brouwer chose the reliability and growing possibilities of the Online Contact Center Software from Mtel.

Unburdening Parents

'At Prénatal, we do everything to make our way into our customer's hearts' Willie states proudly. 'This means we are doing our absolute best to unburden parents during their pregnancy as well as afterwards. With good products and sound advice, but also an answer to any questions they might have.' Willie uses the word "any" knowingly, because the questions that reach their customer care often extend beyond their product line. 'It has also happened that an expecting mother has called us about the hair dye she'd bought at the chemist. We will help her as well and see whether it is safe to use during pregnancy.'

Listening and Taking Your Time

'In communication, people often forget how important it is to listen', Willie emphasises. 'By listening carefully, we understand better what our customers want.' Since we made the switch to the Online Contact Center (OCC) from Mtel in 2012, Willie can really see that this approach is paying off. 'With our old system, we worked without management information. Now I receive a summary of all KPIs whenever I want it.' This way, Willie now knows the department has a first time fix (customers that got a suitable reply at the first try) rate of 96% and only 3% abandoned calls. Impressive results, taking into account the fact that Prénatal handles around 35,000 contacts every year with a customer care team of only five (part time) employees. She also sees that calls take up to five minutes. 'This may seem long, but it results in a better understanding of the customer.'

“With our old system, we worked without management information. Now I receive a summary of all KPIs whenever I want it.”

Square Block, Round Hole

Implementing a new system for the Customer Care department of Prénatal did not happen overnight. 'In 2010, we faced having to choose a new provider and making a serious investment,' Willie says. That is why she followed a postgraduate training to give herself and the organisation an upgrade. 'From the thesis I had to write, I went ahead and made a business case for Prénatal.'

It benchmarked several providers, and eventually concluded that Mtel was the winner. 'Some providers are like children who try to push a square block into the round hole of their wooden shape puzzle. By that, I mean that they are trying to "force" their system into your business process, and that does not work. Mtel understands that very well, and you might say that the OCC is perfect for us. Mtel was a good partner in that sense.'

No Colourful Stories

Prénatal and Mtel match not only on a technical level, but on a personal level as well. 'Our companies both have a no-nonsense culture. Mtel treats its customers with respect, just as we do. We were properly and honestly advised, and we were not coaxed to purchase a package we really did not need.' Another important reason for the pleasant cooperation with Mtel is that technical issues are explained in a comprehensible way. 'When our Customer Care employees have a question about OCC, the people at Mtel take their time to help them and do not become impatient when something is not immediately understood,' Willie explains.

Built on Entrepreneurship

The Customer Care department at Prénatal works differently than those of other retailers. For instance, its employees have months of training before they start handling customer phone calls and e-mails themselves. Furthermore, they are expected to demonstrate entrepreneurship. The Mtel contact center solution is a perfect fit for our way of working,' says Willie. 'Because it is an SaaS (Service as a Software) system, we have the flexibility we need and can assign skills to our employees and capitalise on experiences in practice.' In addition, OCC contributes to the optimisation of business processes. Not only through the reports, but also by linking the system to our customer database. 'It is very important for the Customer Care department to be able to record its experiences and provide feedback to the organisation. This allows us to better respond to the needs of our customers. Moreover, it is good for colleagues who do not have direct customer contact, as it gives them a much better picture of the target audience.'

Growing with the Generations

Prénatal is always dealing with new generations of parents who do things differently. 'At Customer Care, we need to take into account the means of communication our customers will be using a few years from now,' Willie explains. 'Because in addition to phone and e-mail, there may very well be 2, 3, or 4 other channels we need to operate. The solution has been designed to grow with our wishes and demands, and those of our future customers. In that sense, too, the solution by Mtel fits perfectly with the business operations of Prénatal.'

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