How eDesk Helped TV Tech Streamline Customer Support and Become 60% More Efficient
“On Monday morning, we could have a stack of two or three hundred emails. Before eDesk, this took days to clear, but with eDesk, it was empty before lunchtime. eDesk makes replying to customer queries easy. You have the tracking number, customer order and thread of old messages.”
CEO, TV Tech
About TV Tech
Founded in 2015 by Irish entrepreneur Peter Walsh, TV Tech is an ecommerce company that started primarily selling satellite and aerial equipment online. In its early days, TV Tech sold almost entirely to the local Irish market through a regional ad site and eBay.
Since day one, the company has been committed to delivering outstanding customer support. Over time, TV Tech built out its product offering and earned a solid reputation for having a quality selection, great value and responsiveness. Its positive reputation drove momentum that allowed the company to scale its operation and start selling on Amazon's international marketplaces.
As the company grew, it went from just two employees to dozens of staff across Ireland, Croatia and the US. Today, the company sells more than 20,000 high-quality consumer electronic products across multiple global marketplaces on Amazon, eBay and through its own website. The success of TV Tech lies in its commitment to delivering “high value at low cost.” But success didn’t come without a few hurdles.
As TV Tech scaled internationally, with SKU numbers growing into tens of thousands, the number of customer support emails grew rapidly as sales increased.
More SKUs meant more admin duties, spreadsheets, a more complex pricing system, and more time trying to win the Buy Box on Amazon.
While demand for TV Tech’s products quickly expanded across international markets, it lacked the infrastructure to support selling across multiple markets efficiently.
The company had outgrown its manual operations and needed an automated, intelligent solution for all three of its major pain points:
- Multilingual customer service support at scale
- A system for customer feedback management
- An intelligent multichannel repricing solution
Fortunately, TV Tech CEO Peter Walsh found eDesk’s suite of services: eDesk, eDesk Feedback and Repricer.com.
Modernizing the customer service helpdesk
As the company grew across Ireland and then internationally, the TV Tech team continued to try to manage all of its customer service queries manually, using email.
As the volume of customers and enquiries grew along with the size of the business, this became ineffective as the company received upwards of hundreds of emails per day. The customer support team was overwhelmed.
Additionally, as the company was expanding throughout the European Union, it needed a solution that could automatically translate emails, both inbound and outbound, so that the helpdesk could meet all local language requirements. With no in-house German, Italian and Spanish speakers, it was very time-consuming translating customer messages.
eDesk turned out to be just the solution that TV Tech needed.
With eDesk, TV Tech was able to gather all customer interactions from its website, marketplaces and social into one place. It immediately automated the helpdesk, prioritizing and ticketing customer service emails to ensure all were answered in a timely manner, in the local language using eDesk's auto-translation feature.
eDesk’s integrated ecommerce helpdesk helped TV Tech resolve faster, cut support time by days and made the team 60% more efficient.
“eDesk has made us 60% more efficient in customer service. The auto-translation feature is excellent, and the translation quality has been checked and approved by native speakers.”
Automating customer feedback
Every Amazon and eBay seller knows that feedback is essential to building your business and standing out from the competition. One area where TV Tech was lagging behind was getting positive feedback.
TV Tech typically sent emails to customers asking for feedback five days after a product had shipped. However, as this was being done manually, feedback requests were often sent too early, for example, when a customer had an unresolved shipping issue. Soliciting feedback from customers who hadn’t yet received a product didn’t do TV Tech’s customer feedback rating any favours.
TV Tech needed an automated solution that would be able to filter for specific keywords and know to send feedback requests only when the customer had their product in hand. They needed to turn satisfied customers into positive feedback, especially as feedback is critical to its products hopes of winning the Buy Box.
Implementing eDesk Feedback to send automatic feedback requests, TV Tech was able to automatically request feedback only when customers had received their orders, which meant the potential for positive reviews were maximized and the risk of negative reviews minimized.
“In the first 12 months of using eDesk Feedback, we increased our number of positive reviews by more than 900%, resulting in a 98% feedback rating on Amazon.
Intelligent multichannel repricing
With a growing SKU number well into the tens of thousands, TV Tech was challenged with the task of devising an international pricing strategy. That is, an item sold in Germany would retail in a different currency and at a different price point than the same set sold in the USA, with prices based upon market viability and exchange rates.
It was important that each price be consistent with the local market yet profitable for the company. Moreover, as an international Amazon seller, the TV Tech team had little insight into which SKUs were the most profitable in which country.
To do this manually absorbed lots of valuable time. Peter knew that TV Tech needed a better solution. So he got on board with Repricer.com (eDesk’s sister company), which provided him with strategic insights that enabled the company to double down on profitable markets with fewer competitors.
With Repricer.com, Peter was able to implement strategies that localize each SKU for every Amazon marketplace he sells on, as well as on his TV Tech’s own website. Repricer.com continues to help TV Tech keep prices competitive 24/7, win the Amazon Buy Box more often and provide useful insights to drive profitability.
“We average 13-14% extra profit by using Repricer.com because it allows me to look at the market holistically and provides an international perspective.”
TV Tech’s favourite eDesk features
Manage customer support from all your sales channels with one intuitive dashboard.
eDesk gives your team the ability to communicate in every language.
Artificial intelligence analyses tickets and creates responses that you can review and send in seconds.
Automated feedback requests
Get more positive feedback on Amazon and eBay and increase sales.
Customer response times cut by days
Almost overnight, TV Tech’s customer support became more streamlined. Where it once took the team 2-3 days to get through the weekend’s backlog of emails, it is now completed in a few hours. Not only are things done faster, but they are done better.
High-quality translations mean increased sales
The TV Tech customer support team loves the eDesk auto-translation functionality. It’s their favourite feature as it removes the pain of jumping between tabs and makes them more efficient. The company has been able to increase sales in these less competitive markets.
Maintaining an Amazon feedback rating of 98%
Using eDesk feedback, TV Tech has been able to achieve and maintain an Amazon seller feedback rating of 98%. Automating the feedback process saves time and increases feedback volume and ratings, which boosts the chances of winning the Buy Box.
Profitability has increased by 14%
Repricer.com has helped TV Tech to win more Buy Box and increase profitability by 14%. Peter is looking forward to trying out the advanced eBay advanced repricing capability.
“By streamlining your customer support and feedback, eDesk will make a massive difference to your business. My advice to anyone looking to sell internationally is that eDesk should be top of your list.”
CEO, TV Tech
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