Wayfair Increased Connection Rate by 30% and Doubled Outbound Call Volume Within One Month of Using Tenfold
- Founded in 2002
- Headquartered in Boston, Massachusetts
- Wayfair is one of the world’s largest furniture and home décor providers. They offer more than seven million products, and connect with individual consumers, as well as small and large scale businesses
- Having accurate data that was customer specific
- Visibility into accurate rep activity levels to enable effective coaching conversations
- Increase connect rates to improve conversion and LTV on existing accounts
- 740 Users
- Local Presence
- Call Dispositions
- Automated Real-Time Reporting
- Team Based Analytics and Gamification
- 30% increase in connection rates
- Doubling of outbound calls
- Able to have effective coaching conversations with 100% alignment on what activities were completed
Wayfair’s biggest challenge was simple–they didn’t have reliable customer data that was easy to manage. While they already had vast amounts of information, it was buried deep inside their phone system, which would have required a “team of forensic data scientists” to extract.
With tens of thousands of B2B accounts and an untold number of individual customers, Wayfair had a pressing need to be able to sort through this data to better serve their current and future client base.
Unfortunately, Wayfair didn’t have any systems in place that would allow them to understand what needed to be done to better connect with their customers, or how to set up their sales force to maximize conversion rates.
Once Wayfair began searching for a solution that would allow their phone system to talk with their CRM, it became clear that Tenfold was the answer.
“What was important to us when making our selection was we wanted something that would work with our existing phone system. We didn’t want to have a bunch of additional IT investment in order to make a solution work. Secondly, we wanted the solution that was going to allow us to capture the most amount of data in the least friction way possible, and that’s the reason we chose Tenfold.”
By leveraging their existing phone provider and CRM, Wayfair didn’t have to change anything about the systems they already had in place, they simply had to implement
Tenfold to act as a bridge between the two.
Within 30 days of implementation, Wayfair saw significant improvement in a number of areas. Their connection rates increased by 30%, and their reps doubled their outbound call volume.
“We made a large implementation of Tenfold with Salesforce and the results have been great. We have access to a variety of call data that was previously not possible, and the ability to interact with calls outside of Salesforce is a huge win for our multitasking team.”
Armed with a significant amount of data that Wayfair didn’t previously have access to, team managers and executives were able to communicate more effectively, and provide clear and measurable targets to their respective teams; and with a gamification leaderboard, employees were no longer left in the dark about their performance.
“We did a test with [Tenfold] with one of our teams to try and increase connection rate. So we rolled this test out, and over a couple weeks, the performance on this team was so much better than the other team, that I started getting angry emails from the other team saying ‘Hey. When are we going to get this? This isn’t fair. You have to let us in on this thing.’ It was quite a vivid example of the power of this technology paying off in reality for the reps…Universally our reps think that Tenfold is very easy for them to use and not intrusive in their day-to-day activities.”
“It’s interesting to think about how Tenfold has changed the culture of our sales team. We’ve been trying to change the sales force culture from a more transactional one to a more strategic one for a while, and it’s very difficult to do that without a level of accountability. And it’s difficult to have a level of accountability without actual insight to the real data to be able to drive that into the sales team.”
“What we’ve seen is that because we have better data, we can have conversations with salespeople that are more around, ‘did you do the activities that you were required?’ And they know if they’ve done the activities or not now. Before, they could only guess at whether they were meeting our expectations. So now our expectations are clear. We’re having appropriate conversations with the reps about those expectations. And they’re meeting those expectations.”