How inbound customer email routing helps catch emails with high sales potential

Although there’s been a sentiment circulating that email as a customer communication channel is on its way out, we have not seen this in practice.

In fact, incoming customer emails are a great avenue for making sales – when done well. 

However, manual sorting of incoming customer emails can be a time-consuming process. Customer email processing can be made more sales-focused when businesses move from manual sorting of emails (or no sorting at all) to automated, content-based queues and prioritized replies.

How customer emails are handled in most companies

When writing to customer service, whether it is with a general inquiry or to get an offer for a service, customers are used to getting an automated response. These automated responses give a general idea about when they can expect an answer. Generally, actual response times vary between 3-5 business days, depending on the company. 

In some cases, companies may have a full-time position for someone to manually pick out the more important emails which would be handled a bit faster. This means working through each email one-by-one which is time-consuming manual work.

Most companies, however, do not use any inbound customer email routing or other means to make a distinction between customers’ general questions and emails with sales potential. All of the incoming emails simply sit in a queue until responded to on a “first come first served” basis. 

When it comes to responding to emails, large customer service teams mean lower response times, creating high human resource costs and idle time for agents. When there are fewer agents to answer incoming emails, costs are lower but customers have to wait longer for a response.

No matter the size of the company or customer service team, using intelligent solutions to sort business critical emails from general ones is the easiest and most efficient way forward.

Automatically sorting out emails with sales potential

Feelingstream has developed an AI model that analyzes customer emails in order to determine their business value and prioritize their importance in the queue accordingly. 

The model enhances customer email processing as it sends all emails with sales potential into a prioritized email queue. These emails can be be immediately handled by customer service agents trained in making sales.

The less business-critical questions left in the main queue are then answered in the normal timeframe.

We have clients using Feelingstream’s email processing solution in telecom and banking companies, so here’s an example of how they use it in their operations.

When a customer writes an email to a company’s customer service, asking about general service charges, they typically get a reply within a few business days. In contrast, when a customer email is detected by our AI model to have sales potential e.g. customer asks for an update on their loan process, it gets redirected to a prioritized queue and answered by an agent in an hour – that’s 96% faster

Since both customers receive an automated email at first, stating that the response time is 2-3 business days, the customer whose email has been classified by our AI model as a business critical one will get a great surprise by an unexpectedly fast response.

When businesses send a fast reply in a potential sales situation, it has a strong positive impact on securing sales.

Not only that though – when a customer expects a reply within days but then receives it within hours – that is simply great customer service!

Feelingstream takes inbound customer email routing to a new level

Feelingstreams’ AI solution for inbound customer email routing does not only help catch and prioritize emails with sales potential. It also helps to reach higher customer satisfaction rates.

Automated customer email routing removes time-consuming manual work from customer services as well as reduces costs for companies.

Making more sales through increasing efficiency is something that we are passionate about helping our clients strive towards.

If you would like to learn more about our email routing and prioritization solution, get in touch with us.

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