2021 Customer Awards: European Wax Center - Better Together: Customer Engagement
Company: European Wax Center
Company background: European Wax Center is a leading personal care franchise brand founded in 2004. They offer expert wax services from certified Wax Specialists, ensuring that every guest who walks through the door leaves feeling confident—in European Wax Center and themselves. European Wax Center provides guests with a first class, professional waxing experience by the most highly trained estheticians in the industry, within the privacy of clean, individual waxing suites. They’re so certain everyone will love the European Wax Center experience, they offer a free complimentary wax to each new guest. European Wax Center continues to revolutionize the waxing category with their innovative, signature Comfort Wax™. This proprietary blend is formulated with the highest quality ingredients to leave skin feeling smooth and make waxing a more pleasant, virtually painless experience. To help enhance and extend waxing services, European Wax Center offers a full collection of proprietary pre- and post-wax products designed specifically for waxing skincare solutions called EWC to treat, groom, glow and slow. European Wax Center is a leading wax specialty personal care brand in the United States, and its network now includes over 800 centers nationwide.
For more information, including how to receive your first wax free, please visit: www.waxcenter.com.
Contact: Kara Salazar
Title: Social Media Manager
Related URLs: waxcenter.com, Facebook.com/EuropeanWax, Instagram.com/EuropeanWax, Twitter.com/EuropeanWax
Kudos Category: Better Together: Customer Engagement
1. Tell us about your integration as well as your goal and key strategies.
Throughout the pandemic and, as European Wax Center evolved, our external communications team saw a need for better processes and support. While social media care was originally handled by our Social Media Manager and more traditional customer service cases were handled by our Guest Relations team, the team saw an opportunity for efficiency and a better guest experience. As our Guest Relations and Social Media sit within the same External Communications team, it allowed for the Guest Relations team to take over all social media inquiries as well freeing up time for our Social Media Manager to publish more content tailored to guest wants and needs.
While our Social Media team mainly works out of Marketing, integrating Care between the two teams allows for deeper guest insight across all channels. Social Media can utilize Marketing analytics, Intelligence and Care analytics to inform guest conversations, sentiment and make content decisions based on real-time conversation and data. Integration between the two platforms also allows for our Guest Relations team to communicate with our Social Media team and be part of community management instead of simply resolving guest issues. Agents are able to tag the Social Media team when they see trending content, influencer posts, or community conversations. This allows empowerment for the Guest Relations team and integrates them in marketing initiatives and allows for our social media team to focus on strategy while knowing community management has a constant eye.
2. Share your plan with the target audience and how your digital technology helped provide a better customer engagement experience.
By integrating the two teams, we were able to create better engagement as a whole for our social media accounts. Our Guest Relations team is able to not only solve guest issues but engage with guests and ensure overall sentiment on our social media accounts stays positive. Social Media is able to quickly see trends and important mentions while focusing on strategy and analytics and building the accounts. The collaboration and teamwork helps integrate the entire External Communications team together for seamless conversations. Khoros helps to make communication easier with the help of tagging, assigning, and integrations within the tool.
3. What were the results? Tell us how it helped you meet your strategic goals. Please include metrics if possible.
By our Guest Relations team effectively utilizing both Marketing and Care solutions we were able to meet our strategic goals of increased guest sentiment. Increased guest sentiment has a domino effect that plays into our higher company pillar of increasing our guest frequency and loyalty and our smaller team objectives of overall heightened guest experience and satisfaction!