Global brand of small domestic appliances, reduces consumer service costs by 23% and is set up to support expansion of direct to consumer sales and radically improve consumer service in UK and EMEA
By John Callender, Owner of GreenSkye
GreenSkye was approached by SCALA, to support a global brand of small domestic appliances, to undertake a strategic review of its consumer services operations.
The NYSE listed company, has a division operating in UK and EMEA. Its strategy is to move away from predominantly supplying retailers, and develop its own direct to consumer sales over marketplace platforms and branded websites. The COVID-19 pandemic had accelerated this change, with increased demand for its home cooking and personal care products.
Historically consumer care was seen as an operational cost, rather than opportunity to delight consumers and drive brand perception. In addition, COVID-19 had caused service issues, as the current UK third party provider was struggling to support moving staff to working from home.
GreenSkye undertook an immediate review of the UK operations and worked with front-line staff and managers to implement some quick wins to enhance consumer service.
A detailed 3-year plan was agreed with the Exec team to manage all consumer contact both pre and post sales, across social media and traditional phone/email channels across UK and EMEA.
Then GreenSkye began the search to find a new partner to supply consumer care services and adopt the most appropriate cloud-based systems to support the brand across the region, with a view to further expansion across the global business.
The tender process yielded the ideal partner to support the brand’s 3-year plan and reduce regional consumer care costs by 23%.
The project was deemed a success not just for the financial results, but the approach to engaging all key stakeholders, from the Exec team, to the front-line colleagues across consumer care, marketing, supply chain and technical support. Jointly we had managed to make a change that was centred on improving service to consumers and furthering the brand’s aspirations to develop its direct to consumer sales.