Delivering online customer care as advanced as its products

A leader in high-performance outdoor gear, The North Face developed a game-changing chat strategy complete with a specialist team and advanced Genesys chat features. As a result, it saw a 21% rise in Net Promoter Score (NPS), 33% more sales conversions and a 94% customer satisfaction (CSAT) score — 24% higher than the industry average for apparel companies.

21% improvement

in NPS

212% increase

in chat volume since deployment

33% increase

in conversion rate

41.8% more inquiries

handled by dedicated chat team than phone agents

94% average chat

CSAT score

Genesys DX enables us to provide more detailed information consumers need in a very concise and customized manner. As a result, our conversion rate has increased 33 percent and our NPS has improved 21 percent.

Mike Blaine

Senior Director of Customer Service

The North Face

For more than 40 years, The North Face has created performance outdoor clothing and equipment using cutting-edge materials and technologies. One of the company’s core commitments is providing customer care as exceptional as its products.

Challenge

To enhance its online customer care, The North Face decided it needed a live chat and email management tool that:

  • Would drive sales and conversions while boosting customer satisfaction
  • Enhanced the overall customer experience
  • Empowered agents to easily answer questions about products with increasingly technical features
  • Offered flexible pricing to accommodate seasonal fluctuations
  • Was simple to implement, intuitive to use and could be managed completely in-house

Solution

The North Face rigorously tested several providers and quickly realized the Genesys DX™ solution hit all the marks. After the initial implementation, The North Face began a three-month professional services engagement to take its chat strategy to the next level. Genesys Professional Services helped the company implement strategic new chat features and tactics, including adaptive canned messages, proactive chat, dual monitors and layered chat — providing additional development support as needed.

To maximize the impact of its chat strategy, The North Face also created an 11-person core chat team, with agents chosen for their skills and product knowledge. Empowered with the capabilities of Genesys DX, these dedicated agents now provide truly in-depth product support.

Results

Deploying Genesys DX has been a major win for The North Face.

  • Since staffing a specialized chat team, its conversion rate has increased 33% and its NPS has improved 21%, as reps are able to provide more detailed and customized support.
  • Chat volume has increased 212% since deploying in 2010, as consumer preferences shift to digital support channels.
  • Its dedicated chat team is able to handle 41.8% more inquiries than its phone reps.
  • The North Face’s chat CSAT score averages 94% – 24% higher than the industry average for apparel companies, and 18% higher than the industry average for online retailers.

And based on this success, its parent company VF Corporation has also rolled out live chat and email management to additional brands, including Timberland, Vans, Lucy, JanSport, Reef and Smartwool.

At a glance

Customer: The North Face

Industry: Retail

Location: United States

Challenges

  • Drive sales and conversions
  • Boost customer satisfaction
  • Enhance customer experience

Product

Genesys DX

Capabilities

Chat

Email

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