Wolverine Worldwide - Contact Center of the Year
Company: Wolverine Worldwide Contact Center
Company Division/Group: Wolverine Worldwind Inc.
Company Description: Wolverine Worldwide is a world leader in shoe manufacturing distribution and sales. Our Contact Center handles both wholesale and consumer customer service.
Nomination Category: Customer Service & Call Center Awards Team Categories
Nomination Sub Category: Contact Center of the Year (Up to 100 Seats) - Other Service Industries
Nomination Title: Taking Good Care of 16 Brands That You Know and Love
Tell the story about what this nominated contact center achieved since the beginning of July 2015 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
In 2016 we made it our mission to focus and reward the metrics and behaviors that truly are indicative of a superior customer service experience. ASA, Abandon rate, CSAT score, and FCR score are four of the most insightful metrics into the health of any contact center. It is our belief that the data shows with respect to every industry standard we are significantly surpassing our competition. This is particularly noteworthy as we are managing the Consumer Relations for 16 different brands across 16 websites (see WWW Brand Portfolio document) and 100’s of retail locations. Operating within a matrix organization brings a host of synergies. However, it also presents additional challenges. One of our main challenges has been cross-training and staffing so that no matter what brand a consumer contacts, they receive an educated individual with their head in the game. Through email, text, chat, phone and returns we take nearly 1 million contacts per year and have become an award winning team. We received a Best Customer Service award from LiveHelpNow by ranking in the top 100 out of more than 10,000 companies for both November and December (see attached LHN Award document).
ASA – Our ASA saw a -64% improvement; falling from 50 seconds in July 2015 to just 18 seconds by the end of 2016.
Abandon Rate – With a -78% improvement, our average Abandoned rate fell to 1.43% to end 2016; down from a July 2015 rate of 6.48%.
CSAT - Our customer satisfaction scores (gathered through surveys) are up to a 4.45/5 with 87% reporting “completely satisfied”.
FCR – We are receiving 4.32/5 for our First Contact Resolution score. Once again, most (78%) are reporting “completely resolved”. This is a result of working extremely hard to break down silos that are inherent within a matrix organization of our size. We now have several lead reps for each brand; each having a direct line to the product team, marketing team, and technical support teams in our Direct to Consumer Department. As a result, our consumers get an answer or solution on first contact; enhancing our FCR score.
Focusing on these 4 key metrics has helped us to earn our consumers trust and earned us the ability to begin to generate revenue. We believe this to be very unique within our industry. Every agent has their own link that they can send out in chat, email or use during a phone call and every sale with this link is credited to them and they are awarded based on our newly implemented sales incentive program. As a result, our consumer relations team is responsible for generating just under $600k per month. We strongly believe in today’s environment that customer service needs to be on the front lines of adding to the top and bottom lines in order to create a compelling proposition to add resources.
• We’ve launched up-selling and sales incentive programs to the entire team.
• We implemented average daily metrics per rep and making it internally competitive; this has resulted in an average agent productivity rise of approximately 17%, which far surpassed our expectations. This enabled us to take on an increased workload without any additional staff.
• We took on our Fraud and Risk management team and have a lowered our fraud rate down to .06%. We have been advised by Visa that this is one of the best they have seen.
• We have developed and implemented a social media strategy; we monitor and respond to 14 Facebook pages and 2 twitter accounts.
• Our department has launched a new chat system and text to chat (SMS). Consumer feedback on text to chat has been phenomenal and we believe is the next evolution of chat.
From a consumer perspective, our customer service is truly exceptional as displayed by our numbers on each of the 4 metrics that consumers care about.