GNC shared details about the benefits its omnichannel investments have had on its customer service and experience capabilities.
The retailer, which operates more than 3,000 locations in the U.S. and Canada, is leveraging Verint’s Experience Management technology to help it manage its growing e-commerce business. When GNC recorded a spike in demand for its health and wellness products during the spring of 2020, the demand came through its e-commerce channels as a result of the pandemic-related store closures.
As the company transitioned its contact center agents to a work-from-home model, its e-commerce team was challenged with order fulfillment while continuing to provide strong customer experiences.
“Verint’s Experience Management solution has helped us continue to serve our valued customers during a time when they relied on us to provide the health and wellness products they needed,” said Chadwick Hamby, GNC VP of e-commerce operations and solutions, and RIS News 2020 Pacesetter. “The solution enabled our e-commerce team to implement an effective, accurate, real-time digital triage system that has been invaluable in identifying customer service issues related to online credit card payments, product issues, the effectiveness of promotions, and more."
"This visibility across the organization at every level — tactical, operational and strategic — has enabled GNC to save sales and make a positive impact on the customer experience, which is our top priority,” Hamby added.
The technology is designed to capture actionable and diagnostic digital experience data in order to drive improvements across the organization and provide retailers with a deeper understanding of customer and employee sentiment and behaviors.
It equipped GNC with improved customer data collected via digital feedback sources and combined with data in its CRM platform. As a result, GNC’s e-commerce group was able to form a digital triage team, using the insights to handle surging online orders, keep up with high demand and overcome pandemic-related shipping and contact center challenges.