Case Study

Crew Clothing

Crew Clothing Logo


Crew Clothing Company is the go-to British lifestyle brand for a smart, casual wardrobe. They design timeless menswear and womenswear that guarantee you’ll look just right, from week to weekend.

With their customers in mind their products are built to last and designed to suit their customers’ lifestyles.

The Challenge

Crew Clothing were not able to offer around-the-clock customer service across the contact channels they wanted to be able to offer their customers. However, they knew it was vital to be available to support their customers via their preferred channels in order to deliver great service, and maximise revenues.

Crew Clothing had struggled to find an outsourced contact centre that could meet their quality of service, technology and management expectations, and wanted a business partner to deliver clear and consistent communication in order to:

  • Improve service
  • Grow revenue
  • Provide flexibility during quiet and busy periods

The Solution

Crew appointed WeAnswer to manage all of its telephone, email and social media customer contact in 2013.

We set up a dedicated customer service team (supported by a flexible bureau service to handle peak period enquiries), to cover the core business hours of 9-6 Monday to Friday and 9-5 Saturday and Sunday.

The WeAnswer IT team worked closely with Crew’s website and business systems teams to integrate Zendesk into the customer journey and reporting processes.

All email handling and social media interactions were managed through Zendesk, allowing the Crew Head Office team shared visibility of communications. This offered valuable insight into customer trends and significantly improved the overall resolution rate.

Having established a strong partnership, Crew have gradually increased the number of services they utilise from WeAnswer. The most recent update was the introduction of live chat in early 2017, which was quick and easy to implement and train, and has proven to be a great success.

The Results

  • 5-star online service rating from 97% of customers
  • Effusive customers promoting Crew on social media
  • Conversion-to-order ratio up from c.80% to over 90%
  • Crew awarded Micros Systems Shopping Experience Award for customer service (2014)
  • Contact-per-order ratio down from c.40% to consistently in the low 20% range
  • 91% of dedicated calls are answered within 15 seconds

The phone ordering experience has vastly improved for the customer, demonstrated by an increase in orders, a reduction in contact points per order, and consistent year on year growth of sales.

In 2017 WeAnswer answered 98.3% of dedicated calls with an average of 91% of those calls being answered within the first 15 seconds of waiting.

Throughout WeAnswer’s partnership with Crew Clothing, the relationship has gone from strength to strength each year. We provide flexibility for Crew Clothing, allowing them to flex resource up or down depending on their contact volumes.

It’s clear the team at WeAnswer are passionate about our brand. They show real customer care and commitment, giving us confidence that our customers and reputation are looked after.

WeAnswer provide a professional service. They communicate effectively with us - which is hugely important when using a third party for your customer service. It allows us to concentrate on building our brand whilst WeAnswer looks after our customer service.

The approach of WeAnswer has been a great brand fit, they’ve shown a great level of care and commitment for our customers. We have a very strong relationship which has grown from strength to strength - WeAnswer are like an extended part of the Crew Clothing family!

WeAnswer have contributed to our consistent year on year growth of our sales, with eCommerce being particularly strong.

I would recommend WeAnswer highly to any organisation who values outstanding customer care.

Customer Experience Manager

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