When it became apparent a previous contact center handling e-commerce customer service for LACOSTE wouldn’t be able to deliver the range of services the company needed, LACOSTE began searching for a replacement. “We interviewed three contact centers and chose Global Response for several reasons,” says Jennifer Jackson, Director of Operations, LACOSTE. “We felt reassured following our onsite visit that this is a company that really cares about its employees and its clients. We were impressed by their retention rate—the managers and agents at Global have a long tenure, so they are experienced with the brand and typical customer service policies for each company. The fact that Global already has a number of other high-profile luxury apparel brands as clients also counted in their favor.”
Another selling point for Global Response was their commitment to assigning dedicated agents to the LACOSTE account. “It’s really important to us that the agents speaking with our customers know our brand personality and our products well,” says Justyn Bellsey, eCommerce Project Manager, LACOSTE. “From the way Global handles other clients, we knew their agents would get the training and product knowledge they need to become an extension of our brand—and that’s what’s happened.”
Initial—and ongoing—training for Global agents on the LACOSTE brand includes visits to retail stores to see collections merchandised on site, and quarterly visits from product managers to familiarize agents with key items and programs for each season.
Even technological complications in the final weeks before launch did not phase the Global team, “We were under a deadline to train the new agents on the existing ordering tool application, and Global was great about doing what was necessary,” says Bellsey. “We did remote training for agents, the Global project managers came to New York, and we traveled to Florida for the launch. The entire Global team’s experience with implementation and best pratices from launching other luxury brands, made for a very smooth transition.”
The click-to-chat feature on LACOSTE’s site is powered by Oracle Live Help on Demand, which is an integrated set of live voice, chat and email response services that allow online businesses to deliver just in time, personalized, interactive assistance that increases online sales, improves customer satisfaction and retention, and serves customers more profitably and efficiently.
“Global’s Brand Care Specialists use Oracle Live Help to give LACOSTE customers a shopping experience similar to the personalized buying experience they’d have at a LACOSTE store,” says Fred Soller, Application Sales Manager, Oracle. “It also helps to increase conversion and customer retention and brings down the overall cost of doing business.”
Bellsey says the experience Global Brand Care Specialists already had with click-to-call and click-to-chat technology was especially valuable. “We watched three agents working on another account that has chat,” she says. “They were incredibly good at their jobs and were very patient with our questions, talking with us for half an hour and showing us a set of best practices that we then implemented on our account for the LACOSTE agents who now handle over 100 chats a day.”
Global provides LACOSTE managers with daily reports on key metrics, including call volume, call times, chat volume, trends and more. If there’s information LACOSTE needs that’s not in a standard report, Jackson says Global finds it and quickly gets it to the requestor. “Their reports are extremely valuable, as is the insight they provide if we have questions about the data. For instance, if there’s a spike in calls or wait time increase, and there isn’t an obvious reason like a sale or promotion, we discuss it with Global and figure out if it’s an issue we need to address. Global is proactive, and will contact us regarding any potential issues, which really lets us have a pulse on our online business and customer service issues”, she says. Customers today expect to get correct, complete information every time they call, says Laura Uruchima, Retail Customer Service, LACOSTE. “To be competitive, you have to deliver top-notch customer service,” she says. “We’re doing that by investing in and developing Global agents who know and care about the brand, and we’re leveraging the latest technologies for customer service like click-to-call and click-to-chat. When you visit Global headquarters, you see that the whole company embodies customer service—it’s all about your brand and your customers.”
Assessing the overall relationship, Jackson says, “On both the level of individual agents and the corporate level, Global has been an excellent fit for LACOSTE.”