Damart, a leading European fashion brand, has revamped its customer experience, so that even the most traditional order methods – such as those using the postal service – are digitally integrated, using technology from Avaya Holdings Corp.
As one of Europe’s leading multi-channel brands for over-55 year olds, 80 percent of Damart’s orders are made by traditional post or phone. This is consistent with Avaya’s SuperServe research, which shows that the 55+ age bracket of respondents are 12 percent more likely than 18 to 34 year olds to use a phone call to a call centre to contact an organisation. Those 55 and over are also nearly a fifth (20%) more likely to be concerned about organisations’ adherence to data privacy laws and not sharing data with third parties.
Alongside these demographic trends, Damart has faced a changing regulatory environment placing additional strains on its contact center. Legislation, including Payment Card Industry Data Security Standard, has meant that customer service agents should no longer hear customer card numbers or key them in on the customer’s behalf, so new processes were needed to enable customers to provide this information easily and securely.
With the Avaya IX Contact Center solutions, Damart not only has the ability to process and add audit trails to letters received by post – for example by scanning them in and immediately directing them to the contact centre – but it can also add additional features to phone-based conversations, including voice recording and speech analytics, as well as KPI dashboards and trend analysis thanks to the digitalisation and unification of the customer experience process. The solution also creates a platform for further innovation in the future, enabling Damart to keep pace with new channels as communications preferences change.
Jeanette Askin, head of customer service, Damart, said: “We’re committed to a providing a customer experience that is a perfect fit to our customers; no matter how they want to communicate with us. This includes ensuring a seamless experience while protecting their financial information with the appropriate security procedures. Our new solution with Avaya perfectly bridges the analogue-digital divide, enabling a powerful customer experience for all of our customers and allowing us to keep pace with innovation in the retail industry.”
Steve Joyner, managing director at Avaya, UK & Ireland, said: “The retail industry is multifaceted, which means a one-size-fits all communications solution will never generate the optimum experience for all customers of every retailer. Unlike many retailers who are focusing on younger ‘digital natives’, Damart needed a solution that could cater to all of its customers, including those in their key 55+ market. It needed to have communication options for customers and yet unified infrastructure on the back-end for compliance and development. A good customer experience is about understanding your customers and designing and delivering a solution which fits their evolving needs, this is where we’ve created experiences that matter for Damart.”
Solutions such as the one employed by Damart are on display at Avaya’s recently opened and state-of-the-art Customer Experience Centre (CEC) in Guildford. The facility offers customers a chance to engage first-hand with the latest in contact centre, communication and collaboration technology to enable the digital workplace and deliver excellent digital customer experiences.