Three overhauls online CX strategy with Yext Answers

threeMobile phone network Three claims to have avoided the fate of Currys PC World – which has been hit by a Covid-19 customer backlash – by implementing a new platform on its website which provides a seamless approach for customer enquiries.

In the first two weeks of implementing the scheme, Yext Answers, Three insists it saw a 42% reduction in the number of customer support contacts initiated due to incorrect, irrelevant, or “no results” responses delivered to customer queries on

Additionally, Three fielded more than 400,000 searches and drove more than 253,000 clicks within the first month of integrating Yext Answers.

Three head of omnichannel Graham Johnston said that previously customers were not able to find the answers they needed using the search bar, which ultimately led them to exploring other customer service options such as calling our contact centre or walking in-store.

He added: “This is inconvenient to customers and adds additional layers to the customer experience where we want to be able to resolve their queries as quickly as possible. Yext Answers has been the perfect solution to help our website do the heavy lifting, resulting in more conversions and a better first-time resolution rate for customers.

“People have been even more dependent on their mobile devices during the Covid-19 crisis, so it’s critical that our website is up-to-date with important information that is easy to access.

“Having the ability to understand what questions are being asked on our website and across third-party platforms, means we can move quickly to ensure we’re responding to our customers swiftly when they need us the most.”

In addition to Yext Answers, Three has implemented other solutions within the Yext Search Experience Cloud, including Listings, Reviews, and Pages.

The scheme works alongside an artificial intelligence-driven platform which Three installed last September to boost customer experience.

The Acrolinx platform, which is already used by Amazon, IBM, Nestlé, Facebook, Volvo and Google among others, is designed to integrate directly into Three UK’s content process to capture the brand’s tone of voice, terminology and other content guidelines.

Ultimately, it is aimed at helping Three UK create better content faster, resulting in a more consistent and engaging online service.

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