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How omni-channel transforms customer experience in retail at Clarks

Published on 27 April 2020

How omni-channel transforms customer experience in retail at Clarks

Read Clarks Case Study here

See how social media, CAI the Chatbot and a new digital platform are empowering advisors, delivering a dramatic improvement in customer satisfaction and future-proofing this 200-year old brand.

Summary 
The digital team, and their technology partner Cirrus, have been a catalyst for radical changes at Clarks Shoes over the past 18 months. This has been transformational for both colleagues and customers – and opens up the brand in new ways to their global market. CAI, the chatbot, now takes 70% of incoming contact, half of them out of hours, resolving three quarters, with an 83% satisfaction rating. Fourteen systems have been combined into a unified desktop for advisors and data is captured across every touchpoint. As a result, the business can now listen to what customers want and colleagues feel they have a hand in owning the customer journey. Customer experience is handled in a measured way end-to-end, with a massive uplift in their independent Trust Pilot rating to 8.6 (Excellent). It’s a demonstration of how true supplier partnerships can power change in a receptive business. 

Results 

  • Trust Pilot rating up from 2.5 (Very Poor) to 8.6 (Excellent) in just 12 months 
  • Staff attrition down 60% 
  • Answer rate up 6% points 
  • One consolidated customer inbox 
  • Advisor utilisation up 17% 

This nomination is of interest to anybody interested in social media, webchat or delivering a consistent resolution at first point of contact across an omnichannel customer offering. It is also of interest to anybody looking to review their customer systems and strategy.

This article was first published in the 2020 Best Practice Guide - 2020 Vision: Crystallising your knowledge

To download a full digital copy of the Best Practice Guide, click here

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Author: Leanne McNamee

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