E-COMMERCE: DOG NUTRITION
Client Overview
This industry-leading organization, based in the UK, specializes in manufacturing and supplying nutritious meals for dogs in multiple countries. Using human-grade meat and vegetables, delicately cooked to create tasty and complete meals, they offer a fresh take on dog food. Not only do they provide convenience, but they also foster trust in customers’ dogs by ensuring a fully balanced and consistent mealtime experience.
The customer care crew, aptly named the Customer Love team, goes above and beyond, adding an extra touch crucial for building relationships with dog owners.
Strategy
Clear on their company values, our partner sought a contact center with aligned principles. Boomerang’s Customer Love team embodies these values, integral to their daily operations.
Initially aiming to expand in the UK, our partner sought a stable, reliable, and ethos-aligned contact center partner. This partnership facilitated growth, enabling expansion into Ireland and The Netherlands, reflecting their continuous growth trajectory.
Challenges
Our partner’s requirements were clear: they sought fully trained Customer Love team members, aligned with company values and communication styles, ready for deployment within five weeks.
They aimed for mirrored technical processes and systems, with competency training and testing before going live. Matching the existing tone of voice was crucial for a seamless customer journey.
To expand services without compromising quality, they aimed to maintain or improve service levels while scaling operations.
Outcomes
With a clear understanding of the client’s requirements and vision, Boomerang embarked on a meticulous recruitment process to source team members aligned with the client’s mission of delivering health and happiness to pets and their owners worldwide. Candidates with a genuine passion for animals and a warm, approachable demeanor were prioritized, along with demonstrated proficiency in managing technical processes and conveying information effectively.
The intensive two-week training program focused on instilling the client’s core values and vision, enabling team members to embody the client’s unique communication style, known as the “tone of bark.” This ensured seamless synergy between the UK and South African teams, fostering a unified approach to customer interactions.
Boomerang’s selection of Lunar Team Leaders and Campaign Managers was guided by a careful assessment of alignment with the client’s ethos, enhancing teamwork and elevating performance to the next level.
The implementation of omni-channel services, including live calls, online chats, and emails, further solidified Boomerang’s commitment to delivering exceptional customer experiences, supported by ongoing quality assurance and performance monitoring facilitated through regular check-ins with the client in the UK.
The Result
With comprehensive preparation, Boomerang got off to a great start and an excellent working synergy between teams resulted. This has formed the basis for a positive relationship.
Client Director of Customer Love: “We considered over 14 customer service partners from around the world to find the ‘pawfect’ fit. Each of them gave an extensive pitch to our Customer Love leadership team on why they wanted to work with Butternut.
All the way through, the Lunar team’s company values, ethos and commitment to diversity and inclusion were the most aligned with our own, and they also got a big thumbs up from a similar direct-to-consumer company.
It was really important to us that as we grow, we continue to provide the tip-top care and support to our customers that we possibly can.
To do this, we needed a bigger Customer Love team, and so we’re delighted to partner with our new Lunar team based in Cape Town, South Africa.
But what really impressed us was their eagerness to support our company mission of bringing health and happiness to dogs and their humans all over the world. Although we chatted to lots of great people, the Lunar team lived up to their name – they were truly out of this world.” Within the first five months Boomerang achieved the standard SLAs and KPIs so as to be on par with the home team. In short, this means that our company could rely on the South African Customer Love team as they would on the home team. Boomerang has exceeded certain KPIs, specifically around quality as measured in QA assessments as completed by the home team.
Boomerang has fully embraced our values through ongoing agent touch-base sessions, as well as careful selection of team leads to transfer this ethos in clear communications and value-alignment sessions.”