In conversation with Billy Wilgar, owner AC Wilgar, Plumbing and Heating Specialists
About AC Wilgar
AC Wilgar has been trading as a successful plumbing and heating business since 1985. They have embraced digital marketing, technology and data which has helped them achieve award-winning customer service levels. Rated a solid 5/5 on TrustPilot, they epitomise a modern UK business that utilises data to improve process and inform decision making. We talked to Billy Wilgar about the impact EnquiryBot has had on their customer service operation.
What has happened since you put EnquiryBot on your website?
We do a lot of digital marketing, in terms of SEO and PPC advertising, so we’re ‘up’ on our understand of this area and the associated performance metrics.
What I’ve noticed since we started using EnquiryBot is that it has really worked to help convert our online visitors through to enquiry. For example, we switched EB on at 1730 one Friday evening and on the Saturday morning we had 5 enquiries already waiting.
I’d estimate we’ve had a 150% increase in enquiries from the website. They’re pre-qualified so that our customer services team can really focus on what matters to the customers
What impact has EB had on the business?
Whether or not customers would otherwise have called us is hard to gauge. It’s analysis that we will run shortly and we’re looking at the data so that we’ll be able to do this.
One hugely positive benefit of using EnquiryBot is that it’s reduced the amount of sales calls we’re getting because people are finding the answers to problems using EnquiryBot.
EnquiryBot structures the online customer journey efficiently, getting potential customers to where they need to be in just a few clicks, taking them through their options and getting the data we need to be able to follow up with them effectively. It means we’re able to shorten the follow up call, something our customers probably appreciate too.
How has EnquiryBot slotted in with your wider operation?
EnquiryBot has slotted into the business really well. It’s helped us build capacity and we now have someone who checks EnquiryBot enquiries at least 3 times a day.
We’re able to provide a really slick online to offline customer experience. Shortly, we’ll be integrating EB with our CRM software, Surefire.
Here, we’ll be able to further automate our processes depending on what options our customers have selected. Further down the line, our customers will be able to go onto our site, select the service they need then book our engineers by selecting a date and time slot that’s convenient for them.
What's the best functionality as far as you're concerned?
EB is really engaging. I actually got in touch with the EnquiryBot team when I used their software to book the team Christmas bash at a local golf course. That booking alone should have more than delivered the ROI for the golf club for the year!
The technology is smart in that it gamifies the customer enquiry experience to an extent. It showcases the options in a friendly way, and it’s easy for people to select the area they’re interested in with a few simple clicks.
The data capture process is simple and unfussy, again increasing the chances of getting what we need to be able to follow up with them effectively.
We’ve been very impressed by the volume and quality of enquiries we’ve received so far. EB has become an integral part of our digital business.