CCW Digital Exclusive: Shapermint's Customer Care Director Shares How The Brand Keeps CSAT Scores High
Lorissa Ancheta talks customer centricity, chatbots, ecommerce and more.
Add bookmark
Organizations across industries are faced with a unique problem in 2023's hyper-competitve digital landscape: how do we cut through the noise of all the screens, apps, sounds, trends, QR codes and ecommerce options out there to gain a consumer following that we can provide a top-of-the-line experience to?
Especially after a global pandemic that inundated the Internet with, well, too much of everything, brands that made it out on the other side following a drop in online sales and content consumption are making sure that their impact in the customer service space is long lasting.
Shapermint is one such company that in just five years has grown from 0 to over 9 million customers, selling over 12 million units of shapeware and, under and outergarments. With a mission of redefining traditional beauty standards and encouraging self-acceptance by providing high-quality supportivewear essentialsfor all body types and sizes it's captured the attention of women across the information superhighway.
To gain some understanding of what it takes for DTC brands to scale up their product and successfully provide customer service that exceeds excommerce consumer expectations, CCW Digital got in touch with Lorissa Ancheta, Customer Care Director at Trafilea (Shapermint's parent company), to see what CEOs and customer contact leaders can learn from the brand's success.
Lorissa Ancheta, Customer Care Director at Shapermint.
CCW Digital: When it comes to Shapermint’s customer service strategy, what are the company's primary goals?
Lorissa Ancheta: Shapermint is one of the fastest-growing and profitable DTC companies, expecting to surpass over $200 million this year in revenue. We attribute a lot of that success to our consumer-centric customer service strategy.
Our customer service primary goals include:
- Customer Satisfaction and Happiness | We provide a fast and resolutive response to our customers and manage over 2 million conversations yearly with a CSAT above the industry average. We want our customers to fall in love with our products, services, and brand. Their happiness is our fuel to keep growing. Our goal is to ensure we are exceeding customer’s expectations and that they are satisfied even if they encounter issues or need assistance. Every single development we do is with our customers in mind; that differentiates us from our competitors.
- Efficient Issue Resolution |A frictionless experience is part of our strategy; we simplify what others make complicated by providing swift and effective resolution for any queries, concerns, or complaints. We focus on providing prompt responses to build loyalty and trust.
- Convenience and Ease | Offering a hassle-free shopping experience such as easy returns, shipping, and assistance across multiple channels and touchpoints.
- Streamlined Returns and Exchanges | Simplifying returns, exchanges, and refunds for an easy and hassle-free experience. We offer free exchanges, and a 60 Day Fit Guarantee to provide the best experience for our customers.
- Personalized Support and Recommendations | We aim to cater to different body types, sizes, and style preferences. We provide personalized recommendations and solutions for various needs. Our team is empowered to provide what’s best for the customers.
- Building Relationships | Fostering long-term relationships with our customers by providing affordable and quality products, exclusive deals, and loyalty programs like Shapermint Club and promoting repeat purchases and referrals. Over 25% of our headcount is dedicated to Customer Support.
CCWD: What tools or technology like chatbots, generative AI or self-service are helping you meet those goals?
LA: We use chatbot technology to offer immediate responses, easily accessible at every customer touchpoint.
Our Help Center page empowers customers to resolve simple queries independently.
For any queries or concerns that cannot be managed within our Help Center pages and chatbots, our tools are directly integrated to ensure a seamless blend of self-serve options and human interactions.
We leverage AI for fitting recommendations based on purchasing behavior with other brands.
CCWD: What separates your organization’s CX strategy from that of your competitors and others in the ecommerce market?
AL: We go beyond selling products and promote body confidence and empowerment. We follow a customer-centric approach and prioritize exceeding customer expectations in all our processes. We prioritize engagement and education, fostering deeper connections beyond our interactions with the customers and the community. Not only do we offer comfortable products, but we also value our customers’ happiness and trust.
CCWD: What is the biggest customer service or contact center challenge you think companies will be facing in the next year?
AL: Leveraging evolving technologies effectively could be a major challenge for next year. With the evolution of AI and its incorporation with conversations, having the right partners and processes in managing this can affect relationships with the customers. Companies would have to determine a good practice to maintain cost-efficiency and productivity, with personalization and satisfaction.
CCWD: From your professional experience, what is the top concern for customers in today’s omnichannel landscape?
AL: Customers want seamless and consistent experiences. Convenience or ease of use is the most critical for customers and is the top concern for customers. They expect smooth interaction and responses regardless of the platform they engage with. Providing this will help build stronger relationships and brand loyalty.
CCWD: How can leaders like yourself leverage current technology to support customer care agents’ workflows?
AL: Leaders should invest in robust systems and technology that are user-friendly to customer care agents. The technology should offer quick access to customer and product information for personalization and efficiency. AI-powered assistance and automation of tasks should be developed for optimization. Customer care agents feel empowered in managing complex issues, and this automation assists them in providing initial support and prioritization.
RELATED MARKET STUDY: Contact Center of 2030
