CASE STUDY
Aligning customer service culture to brand
Challenge
A major UK retailer wanted its customers to experience the same high levels of customer service from its contact centres as they received in store.
However, its approach had become a little process-driven – and some teams were working in silos. And while some teams were employed directly by the retailer, others were operated by third parties.
The result was customer engagement that had become robotic and disjointed in places.
The retailer asked Wordtree to reframe the ways teams thought about their role in supporting customers – and to provide the strategy and resources to help teams provide consistent, brand-aligned service.
Solution
Based on an in-depth immersion into the organisation’s brand, processes, team and customer leads, we created a strategy.
We then created and delivered resources and training to embed customer-first, brand-aligned culture across the company’s contact centre estate in the UK, India and South Africa.
Outputs included a strategic framework, guidelines and face-to-face and on-demand e-learning for 200+ colleagues. We also trained the organisation’s in-house trainers and team leaders to deliver the strategy.
Results
Following the reset, there was a fundamental change in culture and customer service philosophy.
Results included:
- NPS rising from zero to 75
- 10% upswing in first contact resolution
- Improvement of more than 400% in customer feedback rates
- The highest internal team satisfaction scores ever recorded
- Our client winning a key industry award for the change programme
Discover other examples of our work
Customer Experience Manager
Retail organisation