September 23, 2010, 2:39 PM

Caswell-Massey extends quality from products to customer care

Caswell-Massey switched to Global Response to better pamper its customers calling to place orders.

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Caswell-Massey, which sells high-end personal care products, switched early this year to Global Response from another outsourced call center vendor. Since doing so it has since increased its average order value through call center operations by 10.8%.

Part of the difference, Caswell says, is that Global Response took the time upfront to learn about the brand. For example, customer care reps traveled to Caswell headquarters in Edison, NJ, to try out products and talk with developers to learn firsthand about product features and benefits. After they returned home, reps took advantage of discounts the retailer offered to buy item and continue to learn about the brand.

“When we monitor calls, we hear customers ask about products and the Global Response agent will say, ‘I use it myself and it smells like this or it lathers like that,’” says Tony Nichtawitz, chief operating officer and vice president for Caswell-Massey. “That type of endorsement based on personal experience is very believable and compelling for customers.”

That product knowledge has helped boost sales, says Nichtawitz. The retailer’s average order value rose 10.8%, from $64.14 to $71.09, and conversion rates for call center phone calls have risen 5.5%, from 54.9% to 57.9%.

“That’s huge, Nichtawitz says. “Every two-dollar jump in average order value is a lot of money. And, when you have better people on the phone engaging your customers, you have better conversion rates. It’s as simple as that.”

Additionally, Nichtawitz says Global Response reps are trained in upselling and cross-selling. For example, if Caswell is offering free shipping on orders of $100 or more and a customer is at $80, reps will help her find complementary items that will boost the order to $100 so that she doesn’t have to pay shipping fees.

Other Global Response clients include FAO Schwartz and Lord & Taylor.

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