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Wolverine Worldwide Contact Center of the Year

Gold Stevie Award Winner 2019, Click to Enter The 2020 Stevie® Awards for Sales & Customer Service

Company: Wolverine Worldwide Contact Center
Company Division/Group: Wolverine Worldwide
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: We love shopping with our consumers of over a dozen brands that you know and love, and it paid off!

Tell the story about what this nominated contact center achieved since the beginning of July 2017 (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: REDACTED FOR PUBLICATION

The Company’s portfolio of highly recognized brands includes: Merrell®, Sperry®, Hush Puppies®, Saucony®, Wolverine®, Keds®, Stride Rite®, Chaco®, Bates®, HYTEST®, and Soft Style®. The Company also is the global footwear licensee of the popular brands Cat® and Harley-Davidson®.

Throughout 2018 our priorities were to, first remain consumer-obsessed and dedicated to the same high level of service our consumers have come to expect and transform the perception of a contact center. To change the perception, we knew we would need to add to the top and bottom line of the organization while winning accolades. One of the biggest challenges of a contact center is to not be viewed as a cost center; we have attempted to mitigate this perception by giving every rep a link in which to track their sales. If a consumer makes a purchase from the rep's recommendation it is recorded and awarded automatically. When there are opportunities, we’ve found that providing the additional service of shopping with our consumer, educating, making suggestions, and offering to complete an order is a value-add. From initial training to experienced agents, we’ve reinforced this sales transformation through monthly sales contests, prizes, and other incentives.

While the culture and our skills were evolving, we were growing in other areas as well. From new technologies to an additional global presence.

  • 21% Increase in total contacts over 2017
  • Social platform contact growth of 37%
  • Increased our support for the Canada office and began after-hours support for the UK office
  • Addition of SMS chat - overall chat up 42% YOY
  • Website launches we supported in Canada, Belgium, Austria, Netherlands, and France
  • Visa rates our Fraud Management in the top 5 % of all companies

We have achieved the aforementioned while we continued our focus on the key metrics and behaviors that truly are indicative of a superior customer service experience. We believe ASA, Abandon rate, CSAT, and FCR 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 13 different brands across 16 websites (see WWW Brand Portfolio document) and nearly 100 retail locations. Servicing this range of brand mix is consistently one of our greatest challenges.

  • CSAT – Our customer satisfaction scores (gathered through 10’s of thousands of surveys) for 2018 rose to 84% significantly outranking our competitors such as Adidas (78%) and Nike (77%). Don’t take our word for it! See the attached asci link.
  • ASA – Our 2018 ASA was at 21 seconds; a 30% improvement from 2017
  • Abandon Rate – Our Abandon Rate for 2018 was 1.2%;
  • FCR – Our FCR (First contact resolution) scores rose from 72% to 77% in 2018

The outcome: All goals were surpassed. Through email, text, chat, phone, and returns we have become an award-winning team. We love data-driven competitions. We received the Best Customer Service award from LiveHelpNow by ranking in the top 100 out of more than 10,000 companies (see attached LHN Award document) 11 out of 12 months. We also had a revenue increase of 33% generated by simply shopping with our consumers. That’s a full 33% revenue increase from a 21% increase in total contacts. We are quickly moving to be a fully funded contact center and are very excited about what 2019 will bring.