TechStyle Enhances Personalized Experiences with High-Speed Innovation

As the retail partner of choice for celebrities Rihanna and Kate Hudson, TechStyle Fashion Group is the largest digitally native eCommerce platform known for its brands — Fabletics, Savage X Fenty, JustFab, ShoeDazzle and FabKids. This successful fashion conglomerate handles nearly six million phone calls and three million chats per year from its five million online shoppers across 12 countries.

But legacy contact centers made it difficult for TechStyle to integrate its CRM solution, bots and social channels, or offer new services. Downtime became more frequent with the inability to roll back software changes. And, quality assurance taxed the company’s resources, yet provided little opportunity for real-time intervention. Looking for a way to address these challenges and drive the business forward, TechStyle sought to transform its global contact centers by increasing service automation and focusing human resources on revenue-generating work.

After a rigorous 18-month RFP process — which started with 26 potential partners — TechStyle selected the Genesys Cloud CXTM platform for its out-of-the-box features, service stability and pricing. Another pivotal factor was that Genesys Cloud CX could be quickly deployed globally, delivering rapid results.

Stability, Scalability and Flexibility

Genesys Cloud CX had several key differentiators that set it apart from the competition — including its feature set. TechStyle wanted to scale beyond phone, email and chat to offer new digital service channels like Facebook Messenger, WhatsApp and Apple Business Chat while using its existing queueing and ACD method as a bridge. The Genesys Cloud CX open APIs makes it possible to achieve this goal, and enabled TechStyle to power new connections between applications, integrate business-critical systems and build custom solutions.

Platform stability was also important to TechStyle. Combining Amazon Web Services microservices with triple-active redundancy lets TechStyle push new releases without fear of downtime. This is especially significant during fashion launches and busy sales periods. Plus, the number of users can be easily flexed using a low-cost concurrent pricing model.

TechStyle wanted to continue to use its existing workforce management solution and achieved this through Genesys AppFoundry partner Aria Solutions. The WFM Adapter for Genesys Cloud CX provides a seamless integration with insight across all channels.

AI for Additional Efficiency

For several years TechStyle has been leveraging artificial intelligence (AI), including a voicebot from SmartAction, a Genesys partner. The use of AI helps reduce non-revenue generating calls to live agents and offsets large spikes in volume without diminishing the customer experience. Additionally, the company can build and embed more custom solutions, such as a virtual agent to automate conversations over voice and chat.

Set up in two days, an Amazon Lex bot now frees human agents from dealing with billing inquiries, order status checks and other routine tasks. This allows TechStyle to route, measure and expand new digital channels as customer preferences change.

Up and Running in 45 Minutes

Initially, TechStyle considered taking a phased approach to implementation, but the easy-to-use Genesys interfaces and provisioning tools meant an entire global rollout took under 90 days. Admin development of the IVR and contact routing took fewer than 30 days. After just 45 minutes of e-learning and training, 1,500 fashion consultants were able to use the solution for dedicated support to customers across their brands, in good time for their September peak season. Supervisors and agents have new visibility with accurate real-time reports and also have tighter control of KPIs like call quality, handle times and first contact resolution.

Innovation is Always Fashionable

As its name indicates, TechStyle takes technology seriously and builds the majority of its systems in-house. Yet it also understands that the reason technology matters is to provide the experiences and services customers want. When it came time to find a better solution for its contact center, TechStyle wanted a partner who also combined the drive for innovation with the imperative of delivering a superior customer experience. Read the TechStyle case study to learn more.

To design your personalized customer experience, check out our online omnichannel CX Blueprint Builder.

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