case study - retail (fashion)

This example features: E-Commerce, Apparel, Fashion Industries| Customer Service, Sales | Voice, Live Chat, Email | English, Spanish, French Languages

Top fashion brand switches to Callzilla for handling sales & customer service

Summary: An e-commerce apparel retailer tapped us for extra help during the holiday rush. In just 60 days, we outperformed their other center on QA scores and other metrics.

A major apparel/fashion brand already had one outsourced contact center and an in-house group, but they needed extra help to handle the volume of customers during the holiday shopping rush in the last months of 2016. The client asked Callzilla to alleviate the pressure by taking on phone service in Spanish.

Embracing the mission

We embraced the client's brand identity, mission, and values. Agents and role-played various scenarios, familiarizing with common issues, how to escalate in cases they couldn't resolve themselves, the features of our client's offering, and more.

Improvement through adjustments

We started handling some of the brand's volume almost immediately. As we worked, we noticed patterns in qualitative and quantitative data. Understanding such patterns is key to continuous improvement in customer experience quality. After additional analysis, we brought the findings and a recommendation to our client contact, and got consensus on making some adjustments in processes, messaging, and the like.

Tailoring agents on the account

No two clients are exactly alike, and the same goes for agents. We refined the requirements for agents on the account. Among many other things, the agents we selected had to be fluent in both English and Spanish, have clear written expression, a high degree of empathy, experience interacting via any channel with tech-savvy customers, and more. Eventually, we also needed French-speaking agents with these qualities too.

Meaningful key performance indicators

Callzilla focused on resolution-per-contact, cost-per-resolved contact, and cost-per-satisfied contact. That put a premium on the customer's actual experience instead of minutes and seconds. In addition, every agent and supervisor had target Customer Satisfaction and First Call Resolution scores, and got prizes and recognition when they hit their goals.

Meticulous scoring for sound insights

Each mission-critical task had its own line item and was scored individually. Our evaluations were performed on an individual call level basis, agent basis, shift (time of day) basis, program/campaign basis and other variables. This approach allowed us to take data samples and benchmark our performance against the criteria and standards that we agreed on with the client.

Gamification to enhance agent engagement

We integrated e-learning and gamification into the client's solution to enhance agent engagement. The shared vision was to reinforce team and individual engagement and ensure positive feedback through social collaboration, support from a gamified platform, and a feeling of recognition.

Results

  • Over the first 60 days, we reduced average handle time from 9 minutes and 46 seconds to only 7 minutes and 28 seconds. 
  • QA scores averaged 84.99 percent for November, rose to 85.21 percent for December, and started January at 87.66 percent.
  • Callzilla's strong performance made the client realize what poor service they had been getting from their other outsourced call center. Over the course of 90 days, the client asked Callzilla to add the email channel in Spanish, and then to add English as well.
  • After further review of our performance, the client asked us to provide service in in French.
  • Preparation is also underway to add live chat.

Because of Callzilla's outstanding performance, the client has stopped using both the other outsourced contact center and the client's own in-house group.


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