Ebrahim Hyder describes the Michael Kors woman as polished and subtly chic, whether she is a busy mom, high-powered executive, or a jet setter. He describes the Michael Kors man as one who exudes a sense of effortless luxury. He is confident, connected, and has a modern edge.
The Michael Kors digital engagement strategy incorporated three elements over the past 5 years. First the company brought ecommerce services inhouse. Once they transitioned to inhouse ecommerce, the team worked to ensure the engagement strategy unobtrusively met the Michael Kors customer lifestyle. The team then added more social channels in the US market, managed expectations with chat, and worked to proactively answer questions customers didn’t even know they had.
Michael Kors launched its web chat in late November, a busy online time with Black Friday. Hyder notes that in retrospect, the high chat volumes posed both challenges and opportunities. What the Michael Kors team learned during that time was that a high number of questions during those chats could easily be addressed on the website without human intervention.
Ebrahim Hyder describes how the company grappled with its new high demand for chat. The company replicated a self-service strategy it used for reducing phone channel use. Previously, as high as 40% of calls were on order status, which the company solved by automating and providing self-service. Applying the same to chat, the Michael Kors reduced chat usage by identifying the top 20 reasons customers turn to chat, which didn’t require human intervention. By doing so, the company has reduced chat volumes enabling it to extend its availability to customers 24/7.
Ebrahim Hyder describes how Michael Kors assesses phone and chat-assisted sales with an off-the-call survey. Customers are able to score five satisfaction questions on the respective channel they use. Over the last three years, by measuring first contact resolution, that data has allowed Michael Kors to fine tune its phone channel to a first call resolution rate of 88-90%. The company has set that 88% phone success as its benchmark for chat success.
Michael Kors uses a similar Quality Assurance form for chat and email that it uses on phones. Hyder reports that the company’s QA on chat, when compared to phone and email, has the highest Quality Assurance score.
Hyder explains there has been channel shift from email to chat, which he sees as favorable.
Ebrahim Hyder provides 6 key takeaways on how to successfully launch chat. 1) Select the right provider. Michael Kors had reviewed many chat providers and decided on Moxie because it provided the best solutions, application, and support. 2) Determine what your engagement approach is: proactive or reactive. The decision is a cross-business one that will drive how you scale and reflects on the brand image. 3) Select the right chat agents. Chat agents are the face of the brand. 4) Develop a robust project plan, but be prepared to develop specifics from that plan. 5) After you launch, continually monitor your performance and look for opportunities to improve. 6) Foster strong internal partnerships and a shared vision among your departments, especially between your ecommerce and marketing teams.
The luxury retail giant, Michael Kors, looked to broaden its reach with hands-free engagement that did not require a support agent. The company chose to implement live chat, followed by contextual guidance technology, to optimize its eCommerce experience.
Using a proactive approach, the application anticipates challenges or questions the customer may potentially experience and provides snippets of information to remedy them before they even have the chance to arise.