https://www.glossy.co/beauty/how-better-cx-practices-can-make-a-beauty-company-more-inclusive/
When Ilia launched its new serum skin tint in February, it went beyond launching 18 different shades to make the product inclusive, it also ensured that its customer service providers were equipped to handle inquiries from all different ethnicities. The company used The Workforce Pro to hire and train customer service specialists to understand skin color and tone, and help customers find their perfect product match.
In addition to making the customer service more inclusive, the strategy also likely made it easier for customers to shop virtually. Given the pandemic and accompanying lockdowns, it is more difficult for makeup consumers to go into store and find their correct shade in person. Ilia allows customers to chat with customer experience representatives over Instagram, email and on their website to find the right shade. You simply have to submit a photograph of yourself and a professional will reply with their recommendation.
Ilia CEO credits The Workforce Pro integration and emphasis on inclusivity with the brand's astronomical success of its new product launch (200% sales increase on Sephora.com). In addition to demonstrating the brand's commitment to inclusivity, this partnership was well timed to enhance the e-commerce experience at this critical time.
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