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BaubleBar has been wowing customers with unique and affordable jewelry since 2011. Now, they’re wowing them with superior customer service as well.
“Beautiful pieces and A+ customer service,” writes one customer in an online review of the company. “Crazy good service!” exclaims another. “Fun jewelry, great prices and I love the SWAT team!”
The Service with Accessorizing Talent (SWAT) team is BaubleBar’s way of offering personalized and accessible service to its customers. The SWAT team provides both styling and technical support about personal adornment for events of all magnitude. Whether it’s for a wedding, a special night out or just around town, BaubleBar has you covered.
Headquartered in Manhattan, BaubleBar wants to make shopping online as easy as shopping downtown. “If you buy something on Fifth Avenue and you’re making a return, that person should also be able to walk you back out onto the floor and help you with your next purchase,” explained Nina Alexander-Hurst, BaubleBar’s VP of customer experience and SWAT. “If they can’t, then it’s a missed opportunity. It’s the same thing online.”
As a result, BaubleBar trains all of its agents across all platforms. “We take the friction out of the online shopping experience and make it more like a brick and mortar experience.”
BaubleBar utilizes multiple channels such as voice, live chat, email, and even video chat through an outside service, while also keeping up a vibrant Instagram presence. Agents use company Instagram accounts to share pictures of themselves wearing the jewelry they sell.
“Sharing why they love the jewelry is a lot more personal than just sending links to things on the site and saying, ‘Check out these new arrivals,’” Alexander-Hurst explained. “If it’s not personal, there’s no relationship-building there. It doesn’t feel like the agent knows the customer, and the relationship is what’s important.”
Before switching to Zendesk, support wasn’t all smooth sailing. It was difficult to see order information alongside customer information, leading BaubleBar to switch Desk.com to Zendesk Support to take advantage of Support’s integration with Magento. “You can just flip a switch and have the important information you need on the screen,” Alexander-Hurst explained.
The product’s support analytics were another key win. “It’s changed so much of what we do. We’re able to be much more efficient and effective, not only within the team but in the way we report information to other teams,” Alexander-Hurst said.
“Honestly, at this point it’s rare that I’ll choose any partner that doesn’t integrate with Zendesk Support.”
Now that the team can follow the lifecycle of a ticket and access real-time reporting, data informs their support strategy and helps demonstrate the SWAT team’s impact on the company at large. This was an advantage over Desk.com, said Alexander-Hurst, where “it was difficult to build meaningful reports and be effective.”
“Honestly, at this point, it’s rare that I’ll choose any partner that doesn’t integrate with Zendesk Support.”
The team now includes upsell information in tickets so that they can track and measure conversions. They also tag customers or emails for personal follow-up, and filter using views, to let a customer know an item is back in stock, send a fun YouTube video, or to encourage a customer to complete a purchase before inventory runs out.
As BaubleBar grows, they’ve expanded their use of Support with “light agents.” They use light agents to connect with every part of the company—from product development to production to fulfillment. Even the personalization team, handling signature nameplates, now use Support to process photos of actual signatures—formerly a separate process.
This means that every customer interaction shows up in Support, Alexander-Hurst said, and a single agent can follow a customer ticket from start to finish, across multiple interactions. “The workflow aspect of Zendesk Support has been really helpful, and our workflow has definitely improved,” she said. This is without using time-savers like macros. “We’re not relying on macros because we want our interactions to be incredibly personal. And the personalization that Zendesk Support allows, and how Support enables us to follow up with our customers, is so helpful. Because at the end of the day, it’s still the people behind the technology that are the customer service experience.”
“If you buy something on Fifth Avenue and you’re making a return, that person should also be able to walk you back out onto the floor and help you with your next purchase… If they can’t, then it’s a missed opportunity. It’s the same thing online.”