[Step by Step] How to Move From a Contact Center to a Revenue Center?
Future Commerce · with Kate Showalter · November 17, 2020 · 43 min
Summary
This episode reveals how Crate & Barrel transformed its contact center into a revenue driver during COVID-19 by shifting from post-purchase support to pre-purchase customer education and consultative selling. It highlights the strategic importance of an omnichannel approach and how customer service can directly influence sales and brand loyalty through enhanced customer experience.
Key takeaways
Recognize that customer service can be a pre-purchase revenue driver, especially for considered purchases like home furnishings, by offering consultative support rather than just post-transactional help.
Invest in comprehensive product training for customer service teams to confidently guide customers through product selection and reinforce brand passion, even for remote teams (e.g., "scavenger hunts" on the website).
Embrace and optimize for longer customer interaction times if they lead to increased conversion and customer satisfaction, understanding that handle time KPIs may need to be re-evaluated as a strategic, not just efficiency, metric.
Leverage online design services or consultative channels as a direct sales pipeline; Crate & Barrel saw an 800% increase in online design consultations during the pandemic.
Develop a truly omnichannel strategy that allows customers to engage through various touchpoints (phone, chat, email, text, social media, in-store) and ensures a seamless transition between them to meet evolving customer needs and preferences.
"Selling is Good Service" says Kate Showalter. She should know - Kate is the Senior Director for Customer Service at Crate and Barrel, overseeing global CX for the storied retailer. Since COVID under Kate's direction, Crate and Barrel has nimbly transitioned their once store-bound frontline sales operation to a fully-digital-capable organization. In this episode we'll learn how she did it, and how you can too, Step by Step.
What does this episode say about customer retention?
Recognize that customer service can be a pre-purchase revenue driver, especially for considered purchases like home furnishings, by offering consultative support rather than just post-transactional help.
What does this episode say about retail & omnichannel?
Invest in comprehensive product training for customer service teams to confidently guide customers through product selection and reinforce brand passion, even for remote teams (e.g., "scavenger hunts" on the website).
What does this episode say about brand & content?
Embrace and optimize for longer customer interaction times if they lead to increased conversion and customer satisfaction, understanding that handle time KPIs may need to be re-evaluated as a strategic, not just efficiency, metric.
What does this episode say about customer retention?
Leverage online design services or consultative channels as a direct sales pipeline; Crate & Barrel saw an 800% increase in online design consultations during the pandemic.
What does this episode say about customer retention?
Develop a truly omnichannel strategy that allows customers to engage through various touchpoints (phone, chat, email, text, social media, in-store) and ensures a seamless transition between them to meet evolving customer needs and preferences.
