SEO that Pays for Itself:
Alexandra MacRae of Fix.com shares how resourcex.io enhances their repair part sales
by creating a meaningful impact on their customer experience.
Client’s Background & Requirements
Fix.com is a leading appliance and lawn equipment parts retailer. The company specializes in delivering a wide range of solutions for home improvement and repair needs. Along with selling appliance and equipment parts, the company provides tutorials, blogs, and customer support on performing DIY projects related to repair parts.
The Challenge
1. Overcrowded with the Queries- Fix.com Struggled with Onsite Technical Customer Support
Fix.com is a customer-centric company. They make their clients’ lives easier by leveraging their support in different areas, i.e., offering a wide range of articles, videos, and guides for home improvement or repairs.
However, two years ago, Fix.com approached resourcex.io when they encountered troubles with their customer support management. While they had agents to deal with the live calls, they found it challenging to manage the high volume of product and troubleshooting questions on their websites.
Alexandra MacRae, Fix.com’s Call Center Programs and Training Manager, states:
“We tried to do it with the in-house agents but always had to call them back for calls or other forms of live customer support.
We wanted to have a constant group to answer the questions on the websites and not be reallocated.”
2. Cost Reduction for Q&A Management
For Q&A management, Fix.com could expand the team locally, but they were looking for a cost-effective solution. Hiring local agents is directly linked to lower margins. Offshoring the team for onsite product questions could be managed at a fraction of the cost, which would free up resources for growth in other areas.
By hiring offshore services, Fix.com could alleviate some of the burden from their in-house team. In addition to offshore resources that would be cheaper, having a team that would manage itself would also be a plus point.
The Solution
1. Handling Remote Technical Customer Support
resourcex.io got up to speed quickly to deal with the customers’ wide variety of queries, ranging from home equipment troubleshooting and repair to part details and availability. What enabled us to integrate our system swiftly with Fix.com was our extensive, decade-long experience in the industry. We were able to leverage our expertise in troubleshooting residential appliances and HVAC, coupled with unparalleled repair knowledge.
This potent mixture allowed us to get on board with Fix.com quickly, and we only needed some basic information about navigating their dedicated infrastructure, and their existing policies governing support responses. After that, they only had to step in occasionally for some time-to-time assistance in the first few weeks so we could fully grasp their existing customer approach.
“It was not difficult for us at all to onboard and train the resourcex.io’s team.
resourcex.io was pretty adaptable, they learned our system, our standards, our techniques, our navigation, and after that, it was just turnkey,” says Alex.
2. Managing In-House Training Without External Assistance from Fix.com
resourcex.io manages the entire program on its end for Fix.com; beyond just lending customer support services, we independently manage the recruitment process, operational management & reporting, quality assurance, etc.
Hiring and training are time-consuming, and we ensure that this load is taken off Fix.com by managing it independently and certifying smooth operations.
Alex says,
“As a manager, I would agree that having the company being able to do the training themselves is a big help – it’s definitely a helpful aspect.”
By ensuring that our recruitment process is solid and consistent, we ascertain that our clients won’t have to deal with any disruptions in output or quality standards.
3. Improving SEO and Conversion Rates for Fix.com
resourcex.io prioritizes giving rapid, detailed responses to customers’ troubleshooting and repair queries, enhancing SEO for Fix.com. In simplest terms, it is SEO that pays for itself. More questions answered result in more content on Fix.com’s website that matches visitors’ search queries. By generating more relevant information on the website through our technical customer support, we enhance the website’s visibility in the search engine results.
Each answered question improves SEO, highlighting the importance of the responses’ quality and quantity. Our quick and precise replies increase the chances of conversion, as customers get their answers faster and are more likely to end up buying those repair parts.
It is worth noting that the more Q&A a part has on its page, the higher its probability of conversion.
4. Elevating Standards through our Quality Assurance Processes
We ensure that quality remains unparalleled for Fix.com to enhance the effectiveness of their Customer Support Program. Our Quality Assurance processes are:
- Daily Checks- Daily checks ensure that our standards are met every day and that there is nothing that may result in declining efficiency.
- Weekly Compilation- Weekly reports based on the data collected by daily inspection enable us to examine trends and any improvements required, and track progress.
- Monthly Compilation- Comprehensive monthly reports allow us to evaluate trends, progress, and performance and make well-informed decisions proactively.
- Capacity Building- Regular capacity building checks and sessions ensure we always deliver the best quality, most efficiently.
We maintain an impressive 99.5% accuracy rate through in-depth training, rigorous quality assurance, and constant capacity building.
Through multiple checks and balances, resourcex.io meets and exceeds our client’s expectations. Here is what Alex has to say about this:
“I have a high level of trust in resourcex.io as their quality of handling questions is remarkable.
The team does their own quality checks every month, so we don’t have to worry about the way questions are being answered.”
5. Maximizing Efficiency through Monthly Strategic Meetings
Optimization is always one of our top priorities. resourcex.io conducts a monthly meeting with the client’s Call Center Programs Manager so both parties can get up to speed with what transpired in the previous month. If the client has been thinking of implementing some changes, we make sure to add these to next month’s goals to ensure optimal technical support for the visitors of Fix.com.
These monthly meetings are laser-focused and short, ensuring the client’s time is not taken up unnecessarily. Together, we constantly seek opportunities to improve Fix.com’s system and make it as optimal as possible.
The Results
Fix.com signed up for a dedicated group of technicians to handle the high volume of their website’s product questions. This is what they got:
1. Improved Performance
By leveraging resourcex.io’s services, Fix.com managed to have better onsite technical customer support resulting in better conversion rates and enhanced visibility in search engine results.
2. Amplified Sales
Our services also resulted in higher direct sales for Fix.com. In 2023, the client witnessed an increase of more than half a million in sales, where 8,716 items worth $538,291.90 were purchased from the Q&A section on their websites.
3. Increased Average Order Value
Moreover, the average order value also increased by 19% for one of the sites of Fix.com, as web orders where one or more parts were added via Q&A increased from $78.61 to $93.34 on average.
4. Higher Operational Efficiency
By managing Fix.com’s customer support program, resourcex.io enables Fix.com to improve overall operational efficiency and reallocate resources for more effective utilization.
To conclude, this is how Alexandra sums up resourcex.io’s ongoing journey with Fix.com:
‘‘Working for over two years … the resourcex.io team was remarkably consistent, and we look forward to working with them on the same lines.’’
Key Takeaway
resourcex.io can provide rapid responses to customers’ immediate and urgent queries, increasing conversion rates, improving revenue, and leading to quick sales and stronger trust and reliance on our clients.