Crew Clothing is a chain retailer with a nautical heritage, selling classic, British-designed casualwear. Crew Clothing has been a client of WeAnswer since 2013.
Crew Clothing’s experience of outsourcing their customer services had been disappointing. They felt the quality of service, technology utilised, skill of resources and the management ability were lacking.
As a highly customer-focussed business, Crew knew it was vital that they were available to their customers whenever they needed them, via the communication channel that suits them best.
Crew Clothing wanted a business partner to deliver clear and consistent communication in order to:
- aid service improvements
- inform key developments
- grow revenue
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, offering valuable insight into customer trends and significantly improving the overall resolution rate.
- 5-star service rating from 86% 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 20-30% range
Since 2013, the phone ordering experience has vastly improved for the customer, demonstrated by an increase in orders and a reduction in contact points per order. During 2014, 92% of customer service calls were answered within 20 seconds. Average call handling time for orders has reduced by over 10%.
Based on a monthly average of more than 4,000 emails, WeAnswer agents achieve 9.4 hours Average First Reply time (versus the retail industry average of 20.5 hours).
Crew has seen a transformation in the relationship between its stores nationwide and outsourced agents thanks to the essential back-office support provided by WeAnswer.
Working with WeAnswer is a pleasure and we consistently see benefits from our partnership.
Crew is an ambitious company and knowing we can focus on increasing the scope of our brand while our customer service is looked after so well is wonderful.
Our team at WeAnswer are a joy to work with, acting as a seamless extension of our business. We receive fantastic feedback from our customers, much of which is via our social media feeds which is obviously good for our brand profile.
Crew is very much focused on customer loyalty and satisfaction so we could not have a prosperous long-term relationship with a provider who didn’t have our customer’s interests at heart. I highly recommend WeAnswer to any business who values outstanding customer care.Charlotte Eaves, Customer Experience Manager - Crew Clothing