How Deckers Brands Overhauled Its Tech to Omni-Serve Customers
RIS: How have business processes changed and what are some of the challenges you encountered during this change initiative?
Riter: In addition to implementing the new CRM, we also teamed up with Gladly to identify some key partners in workforce management and quality assurance software. Quickly following implementation, we partnered with Stella Connect for customer satisfaction surveys, quality assurance, and coaching, which has empowered our team to drive an exceptional customer experience. We also integrated Gladly with Teleopti, which has been incredibly valuable this year as there were so many unknowns around volume, staffing, and consumer behaviors specific to e-commerce.
I appreciate the inclusiveness of the CRM and how efficient it is to find trends, provide feedback to our brands, and see everything that is going on real time. It’s completely changed the way we interact with our customers and team members. This year alone, we’ve implemented over 30 key fixes designed to create a better customer experience, grown SMS from 3% to 29% of our overall volume, and created record-setting customer satisfaction levels.
RIS: What best practices can you offer your peers who are looking for similar solutions?
Riter: Focus on the customer. Put them at the middle of all of your decision making and make it extremely easy for them.
With consumers having more options than ever, I think it’s critical that we work harder so they don’t have to. It starts with identifying the customer journey and understanding pain points. This is where Gladly has been extremely valuable for us. We have so much data around why customers are contacting us, how they’re contacting us, and even what they’re searching for. With this information we we’re able to create several key projects this year that helped us net a 29% reduction in contacts as a % of orders.
The internal knowledge base, chat sidekick, and customer-facing answers have a lot of parallels, making it easy to create the most up-to-date information and articles based on what both consumers and our team members are searching. We been able to increase our customer search success rate to 90% which means customers are finding relevant answers based on current issues. This also means, that 60% of those customers didn’t need to speak with an agent.
With updates being so easy to make and being real time, we’ve been able to pivot our chat and customer service FAQ’s to align with the current state of things, and truly adapt as things come up. Between shipping delays, inventory, and additional volume we’ve been able to consistently predict what a consumer will reach out about and get in front of it to reduce overall contact volume.