In 2012, Rothy’s co-founder, Roth Martin, noticed a striking pattern on the streets of San Francisco: while there were a lot of women wearing the ubiquitous black yoga pants (whether they were headed to the yoga studio or not) there didn’t seem to be a matching, go-to shoe being sported. In that, Martin and co-founder Stephen Hawthornthwaite, saw an opportunity to create a shoe that would not only be timeless in its style, but comfortable enough for a woman to wear on-the-go, 24/7, wherever the day took her.
And that focus on comfort and lightness wasn’t something Rothy’s wanted just for their shoes—the direct-to-consumer brand was determined to bring that same effortless feel for their customers to their contact center support as well.
"(Our customers) having to repeat what they last said to an agent, or dig through emails for their order numbers, wasn’t the experience we wanted for them”
The obstacle to that goal, however, was in the platforms they were using to deliver that support.
A More Effortless Customer and Agent Experience
Before Gladly, Rothy’s support channels were split across two platforms: one for their voice support, and another for the email and chat support they provided.
But these platforms weren’t integrated well, which made it really difficult for Rothy’s agents to see if a customer that had emailed or chatted in had previously reached out to them over the phone, or vice versa, and what they’d said.
And even though their email and chat channels were on the same platform, their agents still ran into largely the same problem. “Our previous platform would separate every communication into individual tickets,” Katrina Donohue, Rothy’s Customer Experience Manager explains. “Agents would have to search for and manually open individual tickets linked to a customer to get the full picture.”
“Now instead of piecing together a bunch of tickets, all an agent has to do to see a customer’s history with them is scroll up"
That took precious agent time and effort and meant a slower experience for customers. It also usually meant that agents would have to rely on the customers themselves to recap their history and fill in the gaps. And while it certainly wasn’t a negative experience for their customers, Katrina knew that it could be better.
“Our goal at Rothy’s is to provide our customers with as effortless an experience as possible,” Katrina explains. “And having to repeat what they last said to an agent, or dig through emails for their order numbers, wasn’t the experience we wanted for them.”
Gladly’s single conversation timeline, which pulls all of a customer’s conversation history regardless of the channel it takes place on into one place, was one of the key features that drew Rothy’s to Gladly. “Now instead of piecing together a bunch of tickets, all an agent has to do to see a customer’s history with them is scroll up,” says Katrina.
“It’s resulted in a much better experience for our customers because they no longer have to repeat themselves and re-explain their problems,” says Katrina. “It’s also made my life easier because now if there’s an escalation, and I need to be aware of what’s happened, I no longer have to sift through 10 to 20 tickets to find out what happened.”
Customer Context and Common Actions at an Agent’s Fingertips
Like a lot of online businesses today, Rothy’s leverages Shopify to run its online operations.
And Katrina credits Gladly’s integration with Shopify for helping to reduce some of the friction and effort for Rothy’s agents, as well as for their customers.
Because Gladly pulls a customer’s orders from Shopify straight into a customer’s Profile in Gladly, agents no longer have to toggle between Shopify and Gladly to see a customer’s transaction history, nor do they have to ask their customers to provide details like their order number.
What’s more, the integration also means Rothy’s agents don’t have to leave Gladly to initiate a cancellation for an order, which allows them to help customers faster as well.
“I love how easy Gladly is for our agents to use. Everything they need is right there in front of them. They can see a customer’s orders pulled right in from Shopify. They can see when their last order was placed. They can cancel an order. The usability as an agent is 100% better with Gladly.”
Deeper Insights with Gladly
Because Rothy’s had previously relied on multiple platforms for their support, Katrina would have to manually piece together reports and data from each platform to get a holistic understanding of how her team was performing.
Since the move to Gladly, however, evaluating her team’s performance across all channels is far simpler since all that data is all in one place, according to Katrina.
“Especially with a remote or outsourced team, it's very important to be able to keep an eye on what our agents are doing, or if there are areas in which they might need additional training. Gladly's Agents Reports and Liveboards help me do that”
What’s more, Gladly’s Liveboards, which offers a real-time view of key metrics like SLAs, Average Handle Times, and channel volumes, also makes it really easy to understand, at-a-glance, what’s going on in their contact center in real-time.
“Now when someone asks me for a particular report or metrics, I don’t have to say to them I’ll get back to you at the end of the day.”
Katrina also recalls an incident when she noticed on Gladly’s Liveboards that her Chat volume was unusually low for the day. “I suspected something must be wrong with our site, so I reached out to our web team and was able to provide the data from Gladly as evidence. In situations like this, it’s important to move fast, and having that information readily available to me makes all the difference.”
The recent pandemic has also forced the Rothy’s team to go remote; that, in addition to the fact that some of Rothy’s support is handled by an outsourced team, makes good reporting and visibility all the more important for Katrina.
“Especially with a remote or outsourced team, it’s very important to be able to keep an eye on what our agents are doing, or if there are areas in which they might need additional training” Katrina explains. “Gladly’s Agents Reports and Liveboards help me do that.”
For example, Gladly’s out-of-the-box ‘Declined and Missed Calls Report’ gives Katrina quick, easy insight into how many times an agent on her team has either declined or missed a call offered to them. “So if I see that an agent has missed or declined a significant number of calls, I’m going to dig into that and try to understand why that happened, and how to minimize that going forward.”
But probably one of her favorite parts of Gladly’s reporting approach comes in the form of Hierarchical Topics which allows agents to nest related Topics within a higher, overall topic. For example, a customer may be calling in with a question about a product which would mean the Topic, ‘Product Question’ would apply. And if the question was about sizing, then the sub-topic nested under ‘Product Question’ may be ‘Sizing’.
Hierarchical Topics, though it may be a mouthful to pronounce, has made understanding the trending issues across the team easier for Katrina.
“The reporting on our previous platform wasn’t super intuitive. A ticket would usually be tagged with multiple topics, which made it hard to understand what the main, overarching issue was,” Katrina explains.
“The way Gladly’s Topics are organized, especially with Hierarchical Topics, is far more structured than what we had before, which makes it easier to spot issues before they blow up. For example, if 50 people reached out for support about the website, and I see that 25 of them were about issues with the checkout page, I can quickly drill down to that and investigate.”
Smoother Collaboration Without Losing the Thread
Many times, resolving a customer’s issue requires a little bit of behind-the-scenes teamwork between Rothy’s agents. But with their previous platform, there was no shared space to have those discussions. That meant they often took place across external messaging apps, and one-off emails.
And while that did the trick, it required agents to toggle between various apps and platforms, and expend mental effort to keep track of which customer a conversation related to. And having to do that multiple times in a day for multiple customers took precious time and effort from Rothy’s agents.
“Being able to see all the collaboration history, as well as the customer’s details and past conversations makes it so much easier to understand the customer’s situation, and determine how I can help”
On top of that, all the important context of how the issue was resolved, and who was involved would also be lost to the next agent to help the customer, because it lived in the personal inboxes or app of the previous agents who helped solve the issue.
With Gladly, however, all that collaboration takes place within the customer’s Profile itself, so there’s no more guesswork needed when it comes to which customer agents are referring to. And because it stays in the customer’s Profile, agents new to the discussion can take advantage of the conversation history and customer context available to them, instead of having to ask the original agent clarifying questions.
“Being able to see all the collaboration history, as well as the customer’s details and past conversations makes it so much easier to understand the customer’s situation, and determine how I can help,” explains Katrina. “It’s especially helpful for us when it comes to escalations because it helps me get all the context I need quickly, without having to spend time asking a bunch of questions.”
A Step Above the Rest
By streamlining their platforms and empowering their team with a cross-channel view of their customers, Rothy’s has been able to provide their customers with support that feels as easy and effortless as their classic shoes and accessories.