Crocs

Industry: Retail
Products used: Live Chat, Web Self-Service, Knowledgebase
Website: www.crocs.com

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Business challenge:

In 2011, Crocs surpassed $1 Billion in annual revenue and experienced a substantial increase in Internet sales. With a growing online customer base, Crocs saw an opportunity to enhance its online customer experience by leveraging new technology. Moreover, the company’s two existing customer contact channels, Phone and Email, were proving to be expensive.

Solution:

Crocs implemented Moxie Knowledge and Live Chat with an aim to refine its operations. The solution was selected to simplify existing processes and provide customers with greater flexibility.

Results:

  • 50% Increase in Online Help Usage
  • 13.23% Reduction in Calls
  • 13.89% Phone Customers Prefer Chat
  • Significant Cost Savings

Crocs is one of the largest and fastest growing footwear brands. With annual revenue of $1.12 Billion, this decade year old company has sold over 200 million pairs of shoes in more than 90 countries.

[Moxie] has helped lower costs significantly and enhance customer experience. Our call volumes have dropped by 13.23% YoY and we are experiencing a 50% increase in the number of users accessing the knowledgebase.”- Andrew Peterman, Site Operations Manager

The Business Challenge

Crocs is one of the largest and fastest growing footwear brands. With annual revenue of $1.12 Billion, this decade year old company has sold over 200 million pairs of shoes in more than 90 countries. In 2011, Crocs surpassed $1 Billion in annual revenue and experienced a substantial increase in Internet sales. With a growing online customer base, Crocs saw an opportunity to enhance its online customer experience by leveraging new technology. Moreover, the company’s two existing customer contact channels, Phone and Email, were proving to be
expensive.

Crocs implemented Moxie Knowledge and Live Chat with an aim to refine its operations. The solution was selected to simplify existing processes and provide customers with greater flexibility.

Enhancing Customer Experience with Web Self-Service and Live Chat

Crocs operates a contact center that provides direct customer support for customers shopping online. The brand understands that consumers today are increasingly independent and prefer to research answers themselves. In 2011, they added Live Chat and Knowledge alongside their existing channels, Phone and Email.

The knowledgebase solution, powered by [Moxie Knowledge], gives us better visibility on the topics that need assistance and helps us accurately allocate resources.” – Andrew Peterman, Site Operations Manager, Crocs

Crocs Web Self-ServiceAndrew also adds that with the live chat channel, powered by Moxie Live Chat, customers can instantly get answers without having to call or write an email. “[Live Chat] is more convenient for our customers and our agents enjoy using it as well. Chat delivers real time experience of a one to one phone conversation. But with chat, our agents take up to four chats simultaneously.”

Onboarding Chat Agents and Driving Volumes

Crocs Call center is based outside of Denver, Colorado and experiences some extreme weather conditions. “During bad weather conditions, only a quarter of our staff comes in. So we ensure our agents are cross-trained as much as possible,” notes Andrew. “We have a lot of complicated systems, and while onboarding an agent, we start with the basics, such as taking a customer order over the phone, and gradually move them up to the chat channel.”

Crocs views Chat as a growing channel that represents 15% of the total contact center volume today. Andrew says, “In a call center, it’s a privilege to be off the phone. We reward agents, who perform well, by moving them to Live Chat. Live Chat agents need to multi-task and be more competent. We have more than 50% of our agents dedicated to the chat channel.”

Results

“Moxie helped lower costs significantly and enhance customer experience. Our call volumes have dropped by 13.23% YoY and we’re experiencing a 50% increase in the number of users accessing the knowledgebase,” shares Andrew Peterman, Site Operations Manager, Crocs.

Talking about affecting the company’s bottom-line, Andrew states that Chat is $1 less per transaction than phone and $0.75 than Email for Crocs. With these impressive savings, Crocs is exploring ways to encourage customers to use Live Chat. “We prefer that customers Chat with us. The Live Chat icon on our web site is strategically placed, making it easier for customers to locate this channel and live chat with us,” notes Andrew. According to a recent C-SAT survey, Live Chat is the preferred channel over Phone for Crocs customers. Andrew adds that at the end of each phone transaction, customers have the opportunity to participate in a customer satisfaction survey. This extensive survey showed that 13.89% of Crocs’ phone customers preferred Chat over Phone.

With the success of Knowledge and Live Chat, Crocs is further exploring possibilities with Moxie to improve agent flexibility and provide superior customer experiences.

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