What a Lack of Consistency is Costing Your Brand from DRS, 7.27.14

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Kevon Hills from StellaService presentation deck from Digiday Retail Summit, 7.27.14

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  • Stella exists to improve the world of customer service.

    We don’t come across too many people who aren’t on board with what we’re trying to accomplish.

    Stella started out helping consumers determine what is would be like to be a customer of the largest retailers, before actually buying from them – assigning ratings to each retailer’s Customer Service operation.

    Almost immediately, retailers approached us wanting that same information, so that that they could improve their Customer Service operations by understanding how they were performing compared to competitors and industry leaders, and what others were doing better.

  • What a Lack of Consistency is Costing Your Brand from DRS, 7.27.14

    1. 1. © 2014 StellaService. Proprietary and Confidential www.stellaservice.com Brand Damage What a Lack of Consistency Is Costing Your Brand July 27th, 2014 Presenter: Kevon Hills | Vice President, Research | StellaService www.stellaservice.com
    2. 2. © 2014 StellaService. Proprietary and Confidential www.stellaservice.com 2 Why We Exist To Promote and Foster a World of Great Customer Service For Consumers To provide reliable, unbiased retailer information and ratings to help shoppers make better decisions For Retailers Provide unprecedented data and insight on competitor to help measure, benchmark and improve operations
    3. 3. © 2014 StellaService. Proprietary and Confidential www.stellaservice.com 3 Customer Care Fulfillment • Daily customer service interactions • ~50 orders and returns per year Stella Metrics Service Areas Measuring Speed and Quality Across Key Service Areas Phone Email Chat Shipping Refunds Consistency Performance
    4. 4. © 2014 StellaService. Proprietary and Confidential www.stellaservice.com 4 Department Stores Brand Manufacturers Brand Consistency: Parameters and Methodology Same question asked to four different dept. store agents simultaneously
    5. 5. © 2014 StellaService. Proprietary and Confidential www.stellaservice.com 5 “There is no information on how Ralph Lauren and Lacoste polos vary.” “No major difference between the Ralph Lauren and Lacoste polo shirts. Lacoste has a different feel than the Ralph Lauren polo since it’s 100 percent cotton.” “The Lacoste polo is made of lightweight, breathable 100 percent cotton. Ralph Lauren polos have a custom or classic fit and is a short sleeve interlock with soft cotton.” “Ralph Lauren is an overall better brand. Ralph Lauren polos have a better design, are higher end, exclusive, upscale, have better thread and don't shrink. Lacoste polos shrink, lose their shape, and will fade after washing.” What We Learned: Department Stores Agents are Giving Inconsistent Information About Products Are there any major differences between RL Classic Polo and the Lacoste Classic Pique Polo?
    6. 6. © 2014 StellaService. Proprietary and Confidential www.stellaservice.com 6 Can you explain what accounts for the $100 difference between the white and black Gucci Sport XL watches? “People do not generally wear white after Labor Day so that’s why the white once is cheaper.” “The white is water resistant up to 50 meters and the black is water resistant up to 100 meters.” “Price difference is the strap width. Black has a strap width of 7/8 inch and the white has a width of 3/4 inch.” “Specs on both watches are the same so not sure why there is a difference.” “The watch costs more in black because it has a black PVD coating to give the watch a black finish. The white watch has a steel case.” What We Learned: Brands Brand Erosion Being Caused by Fragmented Messaging
    7. 7. © 2014 StellaService. Proprietary and Confidential www.stellaservice.com 7 • Saks Fifth Avenue was the best performer • Lacoste represented the best; Estée Lauder the worst Online Consistency Results Results of Measurement Inconsistent messaging across major department stores
    8. 8. © 2014 StellaService. Proprietary and Confidential www.stellaservice.com 8 DEPARTMENT STORES • Brands rely on your agents to be the voice of the brand • Opportunity to improve training programs around product knowledge • Inconsistency negatively impacts customer trust and loyalty • Increased contacts and higher return rates drive up operational costs BRANDS • Consider the brand dilution and lost sales created by misrepresentation • Ensure product guides and materials and always up to date • Keep the line of communication open with retail partners • Deliver above and beyond service through own ecommerce support Key Takeaways Retail CSRs Are Doing Customers a Disservice
    9. 9. © 2014 StellaService. Proprietary and Confidential www.stellaservice.com 9 Contact: Kevon Hills | VP Research Kevon.Hills@StellaService.com 646.218.9646 Questions?

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