Thank you for everything you do at FM to keep our customers happy!
Thea Wilson – Head of Loyalty at The Perfume Shop
The Client
Industry: Retail
Established: 1992
Head office location: High Wycombe, Buckinghamshire
Number of employees: 1400+
Annual revenue: £300 million
The Perfume Shop is the UK’s largest specialist fragrance retailer with 215 stores across the UK & Ireland, selling all major designer fragrance brands, classic and celebrity perfumes, aftershaves and body products with unrivalled expertise at value-for-money prices.
The Perfume Shop is part of AS Watson Group, the world’s largest international health and beauty retailer operating over 16,500 stores under 12 retail brands in 28 markets, with over 130,000 employees worldwide.
The Objectives
The Perfume Shop wanted to modernise its customer service to provide quick and effective solutions to its e-commerce customers. They wanted to increase their channel offering and extend their opening hours but were concerned about the impact it might have on quality. They partnered with FM to help find the right balance.
The Solution
Forecasting
To help The Perfume Shop extend hours at the right times, we used historical data to find when the brand’s contact-to-order ratio was the highest, extending opening times to 8am-8pm and increasing resource at peak times of the year.
New Channels
To help The Perfume Shop achieve its goals, FM launched Instagram, live chat, and WhatsApp as channels for The Perfume Shop’s customers, whilst growing their team so that customers wouldn’t feel a dip in quality or speed.
Technology and Automation
Using our own internal customer service platform, Gnatta, we created bespoke automation workflows to deflect FAQs and simple questions away from human advisors, thereby boosting efficiency.
The Results
The Perfume Shop decided to outsource their entire customer care operation to FM, meaning we answer 100% of their calls and messages. We handle an average of 60,000 interactions a quarter, going up to 130,000 during Q4 when The Perfume Shop is the busiest. Our forecasting model has helped The Perfume Shop predict these surges more accurately so that we always have advisors in place when they’re needed.
The Perfume Shop and FM were able to successfully launch three new channels, extend opening hours, and increase efficient automation. Our automation has handled 12% (~2000 webchats) of all webchats in the first 6 months alone, giving more time back to our operators to provide an amazing customer experience. This is evidenced in The Perfume Shop’s 4.5 Trustpilot score and 92% negative review reply rate.
The Perfume Shop is a dynamic and enjoyable campaign to work on. It has the added challenge of FM handling 100% of their interactions, meaning our advisors need to be the best to provide the best service, every time.
Chloe – Campaign Manager