Ep 402: Breanna Moreno – True Classic - Turn Customer Support Into A Profit Center
DTC Podcast · with Breanna Moreno · May 6, 2024 · 41 min
Summary
This episode reveals how True Classic transformed customer support into a profit center, generating sales through upselling and cross-selling. It offers actionable strategies for ecommerce operators to leverage CX data for marketing and product development, integrate support with loyalty programs, and scale operations efficiently amidst rapid growth. The discussion emphasizes moving beyond traditional support models to embrace CX as a core revenue and retention driver.
Key takeaways
Implement a 'support as a sales channel' model, actively training CX teams in upselling and cross-selling techniques during customer interactions.
Utilize customer support data and insights to directly inform and improve marketing strategies and new product development.
Integrate customer support functions deeply with customer retention and loyalty programs to foster long-term brand advocacy and increase customer lifetime value.
Focus on operational efficiency within customer support, especially in remote setups, to handle high volumes while maintaining service quality.
Develop a consistent brand tone across all customer touchpoints, including support interactions, to reinforce brand identity and create 'surprise and delight' moments.
Subscribe to DTC Newsletter - https://dtcnews.link/signup Today we're talking customer support, with a brand leader who's supported A LOT of customers, potentially the most customers of any DTC apparel brand in the last five years...TRUE CLASSIC, the T-shirt giant who last year reported a quarter of a billion dollars in their first four years.. Today Breanna Moreno, Customer Support Maverick and VP of CX at True Classic gives us the breakdown of the system she's built to support the incredibly fast paced growth, while actively turning her division into a profit center. Breanna is a True Classic herself, literally, as she was the company's first official hire beyond the founders, so she's been there for the whole wild ride. Listen and you'll get Breanna's insights on: Support as a Sales Channel for upselling and cross selling
How to harness support data and interactions to fuel effective marketing and product development
as well as how and why you should be integrating your support with your customer retention and loyalty programs Topics Covered
Customer Experience (CX), Customer Support, Business Growth, Brand Loyalty, Professional Background, Corporate America, Work-from-Home, Operational Efficiency, Career Transition, Team Expansion, Human Touch in Business, Internet Connectivity Issues, Women in Business, Economic Downturn Impact, True Classic Timestamps
00:00 - Introduction
02:10 - Leveraging Partnerships for Innovation
05:00 - The Importance of Custom Solutions
08:30 - Expanding Internationally: Challenges and Opportunities
11:45 - Building Community Through Brand Narrative
14:50 - Aligning Brand Tone Across Touchpoints
18:15 - Surprise and Delight: Creating Memorable Experiences</p
Implement a 'support as a sales channel' model, actively training CX teams in upselling and cross-selling techniques during customer interactions.
What does this episode say about customer retention?
Utilize customer support data and insights to directly inform and improve marketing strategies and new product development.
What does this episode say about brand & content?
Integrate customer support functions deeply with customer retention and loyalty programs to foster long-term brand advocacy and increase customer lifetime value.
What does this episode say about ai & automation?
Focus on operational efficiency within customer support, especially in remote setups, to handle high volumes while maintaining service quality.
What does this episode say about dtc strategy?
Develop a consistent brand tone across all customer touchpoints, including support interactions, to reinforce brand identity and create 'surprise and delight' moments.
