#bsocial14
The path to customer centricity: Take
it from someone who’s
been there
Brandy Rinehart
The Path to Customer Centricity
Brandy Rinehart
Online Merchandising Director
The Container Store
Agenda
• History of the Container Store
• Why We Chose Bazaarvoice
• Why We’ve Been Successful
• Overview of The Container...
History of The Container Store
Then…. And now….
History of The Container Store
• Founded in 1978
• 66 Stores nationwide with more opening this year!
• Named by FORTUNE ma...
Why We Chose Bazaarvoice
• At The Container Store, we want to be
special and different. We strive to offer
a retail experi...
Why We’ve Been Successful
• Involvement
– Buyers & Assistant Buyers: 1 and 2 star review alerts
– 3, 4 and 5 star reviews ...
Our Goal? HAPPY Customers!
• We wanted to not only listen
to our customers, but provide
them with the BEST service
possibl...
Fiscal 2013 Ratings & Reviews Summary
• Over 18K submitted reviews
• 74% of products with review content
• 4.55% average r...
Ratings & Reviews Submission Trends
Fiscal 2013 Question & Answer Summary
• 1,807 questions and 1,806 answers
• 6% rejection rate for questions; 1% rejection ...
Stories
Generating Content….
…Then Leveraging Content
CELEBRATIONS & BENEFITS
Reduce Return Rates by Identifying &
Fixing Product Defects Quickly
Improve Product Usability by
Enhancing Features
Regulate Quality Control Issues with
Vendors
Decrease Customer Service Costs by
Identifying Copy Gaps Early
Customers Remind Us When We Forget
Our Vendors Pay Attention, Too
Almost perfect..
I wish they had done a completely square door w/
a ribbon pull tab for the...
Food for Thought…
Source: December 2013 Fluid survey
Questions?
The path to customer centricity: Take it from someone who's been there | Bazaarvoice Summit 2014
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The path to customer centricity: Take it from someone who's been there | Bazaarvoice Summit 2014

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Learn from one company's successful experience how to become more profitable and competitive by putting your top customers at the center of everything you do.

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The path to customer centricity: Take it from someone who's been there | Bazaarvoice Summit 2014

  1. 1. #bsocial14 The path to customer centricity: Take it from someone who’s been there Brandy Rinehart
  2. 2. The Path to Customer Centricity Brandy Rinehart Online Merchandising Director The Container Store
  3. 3. Agenda • History of the Container Store • Why We Chose Bazaarvoice • Why We’ve Been Successful • Overview of The Container Store Programs – Ratings & Reviews – Question & Answer – Stories • Generating & Leveraging Content • Celebrations & Benefits
  4. 4. History of The Container Store Then…. And now….
  5. 5. History of The Container Store • Founded in 1978 • 66 Stores nationwide with more opening this year! • Named by FORTUNE magazine to its annual list of 100 Best Companies to Work For®, 15 years in a row • Employee-first culture
  6. 6. Why We Chose Bazaarvoice • At The Container Store, we want to be special and different. We strive to offer a retail experience unlike any other. • We really LISTEN to our customers! • We needed a way to extend the level of service customers have come to expect when they are in our stores, to our online shoppers. • The partnership between The Container Store and Bazaarvoice just seemed like the PERFECT solution!
  7. 7. Why We’ve Been Successful • Involvement – Buyers & Assistant Buyers: 1 and 2 star review alerts – 3, 4 and 5 star reviews are also reviewed • Taking it a step farther – Reach out to customers personally – Follow up with Store teams – Distribution Center follow-up – Post public responses • Commitment – Every single customer comment or question is read – Buying teams dedicate time each week to Bazaarvoice • Education – All new employees within our Buying Department receive training on Bazaarvoice and the Intelligence tool. – Reminding Buyers that there can be power in negative reviews!
  8. 8. Our Goal? HAPPY Customers! • We wanted to not only listen to our customers, but provide them with the BEST service possible. – Unlock actionable insights – Laser focus on driving product and marketing innovation – Easily deliver insights to the right decision maker so they can take action
  9. 9. Fiscal 2013 Ratings & Reviews Summary • Over 18K submitted reviews • 74% of products with review content • 4.55% average rating • 4% rejection rate • 11% of visits interact with content – +96% conversion lift for those visits – +88% revenue/visit lift for those visits
  10. 10. Ratings & Reviews Submission Trends
  11. 11. Fiscal 2013 Question & Answer Summary • 1,807 questions and 1,806 answers • 6% rejection rate for questions; 1% rejection rate for answers • Average time to answer is 40 hours
  12. 12. Stories
  13. 13. Generating Content….
  14. 14. …Then Leveraging Content
  15. 15. CELEBRATIONS & BENEFITS
  16. 16. Reduce Return Rates by Identifying & Fixing Product Defects Quickly
  17. 17. Improve Product Usability by Enhancing Features
  18. 18. Regulate Quality Control Issues with Vendors
  19. 19. Decrease Customer Service Costs by Identifying Copy Gaps Early
  20. 20. Customers Remind Us When We Forget
  21. 21. Our Vendors Pay Attention, Too Almost perfect.. I wish they had done a completely square door w/ a ribbon pull tab for the other side instead of having a little notch for your finger to open it.
  22. 22. Food for Thought… Source: December 2013 Fluid survey
  23. 23. Questions?

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