4 Tips on Service from UNTUCKit’s CX Director Mike Vroom

We had the pleasure of learning from Mike Vroom, UNTUCKit’s Customer Service Director, at the Glossy Forum: the Direct-to-Consumer Era, and wanted to share some of his awesome insights into how he was able to increase efficiency by 25%. We’ve picked a few choice ones below, but make sure to watch the entire video for all of that great CX knowledge.

The Faster You Scale, The More You Need a Plan: When Mike started at UNTUCKit, they only had 4 stores. They’ve since grown to 40, with that total set to reach 50 by the end of the year, and a goal to hit 100 in the next five. However, scaling quickly can lead to the proliferation of multiple, disconnected platforms that agents have to toggle between to do their jobs. Rapid growth can make it hard to take a breath, and even harder to take a uniform, platform approach. It’s best to use a flexible support system that can accommodate the integrations you’re going to need.

Custom Objects Can Keep Customers Engaged: If your service and CX solution can easily display information from other platforms, instead of forcing agents to switch tabs between them, then it’s easier for them to remain in a single view and engage with customers in real time. With the ability to snooze relevant reminders and provide real-time updates, your agents can be more proactive as well.

Omnichannel is Omni-Crucial: As a retailer that’s scaling quickly across both brick-and-mortar and digital, an omnichannel experience is critical for UNTUCKit. Lack of a true omnichannel experience was a pain point in their old platform. Their in-store inventory and experience couldn’t communicate with their ecommerce system. That means customers couldn’t easily see what was available in the nearest retail store, or return online orders there. With Kustomer, they have true visibility into the customer journey across channels, and can finally identify their lifetime value.

Increasing Efficiency Helps You Scale: During UNTUCKit’s rapid growth, they knew they needed a new service platform, but they had to focus on responding to the daily asks that keep customers happy. However, Mike has been able to take a breath and look at the bigger picture since making the switch—and wishes he could have done it sooner. Since switching, they’ve increased efficiency by 25%, and reduced average handle times for calls by 30 seconds. More efficiency means you can focus on long-term strategy and experience design, and not on the day-to-day tasks. That way, you can grow with confidence.

Mike has seen amazing improvements since switching from Desk—find out why companies are switching to Kustomer here.

Product Update: Making Live Chat Scalable

Online chat is everywhere these days, but many companies are still figuring out how best to manage chat conversations at scale. This is why Kustomer’s Chat function—available over both web and mobile—now includes a few features that makes life easier for support teams.

End Chats

Kustomer Chat now includes the option to “End Chats”. Now agents can permanently close a chat conversation once it’s over. This will happen when an agent marks a conversation as Done—locking the ability for a customer to type a reply back to the chat (they can always open a new chat, of course).

This also adds an “end chat” button to the customer experience, allowing the customer to end a conversation when they are done communicating and notifying the agent. In addition, it sets customer expectations regarding agent availability, so customers aren’t replying to chat messages when agents are not available.

Single Chat Sessions

Another option available to companies is to allow only one chat conversation from a customer at a time. This feature ensures that every customer is matched with one agent, and limits the number of teams the customer may work with at once.

Chat Reporting

Support teams that choose to activate the above feature will also be able to better track open and closed conversations and more accurately analyze their chat volume. For example, if you collect the contact reason, every conversation will (usually) have a single reason for contact (unlike chat conversations that are opened again and again, for a different reason each time), so you can look at a definitive number of closed chat conversations per specific topics.

Kustomer Chat is always evolving. Our latest updates to Kustomer Chat include:

  • Conversational Assistant: a pre-conversational feature that helps your team collect information from customers automatically, before reaching the agent.
  • Chat Availability: a feature that incorporates Business Hours into the chat experience, allowing admins to determine what the after-hours experience will be for chat users.
  • Chat Deflection: helps to set proper expectations for your customers with estimated reply times, and diverts traffic when your Chat team doesn’t respond by directing your customers to other channels.

Kustomer Chat is used by online marketplaces and direct-to-consumer brands like Slice, Zeal, UNTUCKit, LOLA, PetcareRX and more. Schedule a demo below to see how Kustomer Chat can work for your business:

These Are the Top 5 Takeaways from Our Direct-to-Consumer Summit

The Direct-to-Consumer approach has changed the way we discover, shop and buy. To take stock of this monumental shift, Kustomer hosted some of the most influential and innovative DTC brands to discuss their approach to loyalty, relationship-building, and experience.

A common thread is that this shift in the consumer ecosystem has put a greater emphasis on the relationship brands have with their customers. Every brand, not just DTC companies and startups, have to value customer experience, loyalty, and lifetime value above all in order to reach modern consumers.

1) Personalization with Purpose

Your customers expect more than a one-size-fits-all experience. They’re all different, and they know that their data should be put to use to make their experience better.

If there’s one brand that knows one size doesn’t fit all, it’s custom shirt manufacturer Proper Cloth. “We have smart sizes—we ask the customer ten questions around height, weight, fit, tuck-in preference, and from that we predict what set of custom size dimensions would be most optimal,” said Founder Seph Skerritt. “This was a big data problem, but as we grew we had a rich data set to build a bigger advantage upon. We used that to improve the customer experience and streamline the onboarding experience.”

Jewelry and watch marketplace TrueFacet makes sure that they’re using a granular segmentation process to send the right messages to the right customers, as CEO Tirath Kamdar describes: “Our customer segmentation is behavior-driven—and then we use demographic information on top of that. We’ve created curated programs to help with our customer segmentation. We target each of our consumers in different ways to build loyalty.”

Personalization isn’t limited to product features, it’s also valuable to personalize content, marketing messages, and other touchpoints. As Alison Lichtenstein, Director of Customer Experience Design at Dow Jones summarized: “Personalization is important—knowing the exact content each person is reading, focusing on serving up the next best article, section, newsletter—we want to anticipate what the customer needs and putting that in front of the person, to make sure they continue to be engaged.”

The push to personalize is even built into Dow Jones’ strategy at the highest level. “We’re evangelists of customer service, we’re constantly thinking about how we can resolve customer issues. But we also focus on the agent experience, helping them help the customers. It’s a huge piece in helping us differentiate. We want to be able to help personalize.”

2) Communication is Crucial

New DTC brands are doing more to connect with customers. Digital channels create more opportunities for conversations, as chat and social multiply the amount of places customers can ask questions and engage.

“When things go wrong, you need to be constantly talking to your customer service team to find patterns, identify the issue, and then make the fix.” Said Britta Fleck, President and Managing Director of Glossybox North America, “Constant communication with your customers provides a better end experience.”

For DTC sofa startup Burrow, they’ve also found that more communication is better. “In the past we’ve tried two approaches. The approach of constantly updating the customer and keeping them in the loop was more successful than giving them a code—communicating with your customers is very important.” Says Co-Founder Kabeer Chopra.

To keep the conversations going, loyalty programs are a natural fit. They ensure that customers stay engaged and reward them for their enthusiasm. Glossybox is pursuing this strategy in earnest, “We’re doing a lot around loyalty, we like to reward our customers. We’re looking into pausing subscriptions over vacations etc, but we don’t want to make it difficult for users to unsubscribe. Either.” More communication can lead to a better experience, but that experience still has to take precedence. “We can only personalize our offering to a certain extent, but what really increases lifetime value for us is listening. And it’s easier sometimes than answering.”

3) Brands, Not Channels

While communicating over every channel that your customers use is important, this communication has to be held together by a strong strategy for the brand. As Mike Vroom, Customer Service Manager at UNTUCKit put it: “Customers interact with brands, not channels.”

Glossier has a similar view, as their Director of CX Erin Miller described, treating every interaction with customers as it’s own channel—they’re not thinking about where they’re interacting with you, but about how they’re going to solve their issue or get the information they want.

This also means that your brand has to communicate with customers in a way that feels warm, natural, and human. Mark Chou, VP of Growth Marketing and E-Commerce at Away, is changing up the way his brand communicates by switching from a reactive to a proactive service model. “When you make mistakes, you don’t hide them from your friends. The same should true for your customers. You can turn a screw-up to a shining moment for your team—being proactive as a customer service team can turn a mistake into a moment for your company that you are proud of.

4) Create Connections with Culture

Above all else, your customer experience should strive to create stronger connections. Interacting with customers one-on-one is highly personal, and doing so in a genuine, meaningful way can have a lasting impact. To do this more effectively, you need to know what your company stands. Daryl Unger, VP of Customer Experience at meal delivery brand Plated, has a strong perspective on the importance of building relationships for his brand. “Food is extremely personal, we aren’t in the business of fixing issues and solving problems, we are in the business of building strong emotional relationships with our customers.” Building relationships based on emotion has some key benefits as a strategy as well. “We remember emotions much longer than transactions. We spend a lot of time studying customer behavior and patterns, which helps us learn when we should proactively reach out—which is very important in a subscription ecommerce business.”

Similarly, Rent the Runway has built their company culture into their customer experience, which helps them build strong relationships with millennial shoppers. “Culture is in the fabric of our brand,” said Tyler Nicoll, Product Manager at RTR, “We have to be woman-first, and we’re changing the landscape by doing something that’s not common in tech companies.” RTR has a full female finance team as well, and are an inclusive company that invests heavily in sustainability initiatives. “Millennials choose brands based on social consciousness,” concluded Nicoll, which is why creating a strong brand built on solid principles makes it easier to form relationships with them. To make it easier for their agents to connect with renters, Rent the Runway’s Integration with Kustomer allows them to automate certain workflows that used to be manual, so they can spend more time working with customers and less time inputting data.

BarkShop and BarkBox understand dogs and dog owners. By getting a rich picture of their customers and their pets by using data analysis—and by using their insight as pet owners themselves—they’re able to deliver exactly what their customers need. “We’re understanding what the needs of our customers are, and figuring out what they need to meet them.” Said Melissa Seligmann, BarkShop’s General Manager.

As the conversations at our event have shown, the Direct-to-Consumer revolution is shaking the foundation of how we do business. As digital advancements make it even easier to cut out middlemen and deliver totally new kinds of experiences, customers will come to demand the same kind of convenient experiences they get from DTC brands from traditional ones. Those that can innovate, adapt, and bring a higher caliber of experience and smarter ways to buy will be the ones that succeed.

For more insights on the DTC approach, download our whitepaper: 4 Secrets to the DTC Experience Every Brand Can Master.

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