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2020 Customer Awards: European Wax Center - Small but Mighty

2020 Customer Awards: European Wax Center - Small but Mighty

2020 Customer Awards: European Wax Center - Small but Mighty

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Company: European Wax Center

Company background: European Wax Center (EWC) is the worldwide leader of out-of-home waxing services. Centered around their vision of Revealing Beautiful Skin™, EWC guests enjoy exceptional services from professionally trained and certified waxing experts utilizing their exclusive Comfort Wax™. Founded in 2004, EWC offers guests a full suite of waxing services, as well as a proprietary line of beauty products in the skincare, body, and brow categories. As Experts in Wax and Champions of Confidence, a guest’s first wax is always complimentary (brows, underarms, bikini line for women, and nose, ears, and brows for men). The company operates a unique franchise business model, and its network now includes over 750 centers across the U.S. For more, visit www.waxcenter.com.

Contact: Auburn Berry

Title: Director, Social Media / PR / Guest Relations

Related URLs: Instagram, Facebook, Twitter, YouTube, Pinterest, TikTok

Kudos Category: Small but Mighty

1. Describe your company and your organization.
European Wax Center is the world-wide leading personal care waxing brand known for providing guests with a clean, efficient and consistent waxing experience at the hand of trusted experts. Our organization is Franchise-based with over 750 locations throughout the United States. Over the past year our company made the move from Florida to Plano, TX. Alongside that move we restructured our organization with the goal of being efficient and staying small for a corporate office. Our team is structured with one Social Media Manager who handles all social and community management and then one Guest Relations Manager who handles all guest cases from the website and reviews. With a small team we have two other marketing employees who will spend a few hours helping in social or in guest cases, but only as backflow. The team is consistently seeing 800+ social inquiries a month alongside 1,500+ guest relations cases and 400+ chatbot inquiries from the website.

2. Why did you choose to invest in Khoros?
We invested in Khoros to be an all-in-one platform for social. Prior to the restructure, the team was mainly an expensive agency to do community management, which on average were roughly 500 per month across social media platforms (and has increased by 6x in the past 6 months). The agency resulted in missed social comments, lack of response for days and lack of visibility for the European Wax Center in-house team. Guests were not getting engagement from EWC and we noticed it was causing a lack of overall community and following for the EWC accounts. It also meant there was not visibility with our social and customer care teams so we could best help the guest no matter where they inquired. Khoros allowed us to keep a small team but be more efficient with our team and ensure 100% of guest inquiries were handled in a timely manner.

3. How does Khoros help you deliver results beyond what a team your size normally can do?
Khoros allows us to have more ways for guests to reach out. By bringing Khoros on we were able to eliminate the need for a social media only agency and are able to manage our accounts and community with just our Social Media Manager. Without Khoros our team would be manually responding in platforms which takes additional time, segmented from a holistic view for the guests, and would require additional headcount to keep up. Even with the increase in volume (6x over the past 6 months) and reduction in staff (and an agency), we have seen a response time that once took days reduced to a 17 hour or less average response time for all actionable guest inquiries. This has resulted in increased overall guest sentiment and 100% visibility into customer requests that have resulted in more streamline communication and information to Franchisee owners for center improvement and increased overall customer advocacy. 

We were also able to bring on Modern Chat and start a chatbot for our guests on our main website. This has helped decrease overall guest inquiries to the business as they’re able to get their answers right away from the bot, which handles roughly 2.5k conversations per month. Our social media manager is then able to immediately answer any live questions that the bot is unable to answer while still maintaining all social inquires are responded to in 24 hours or less. These live chats are significantly faster to answer than a guest using our website to submit a new case into our CRM system and allows for more efficiencies within our traditional customer service team.

Khoros has made us more efficient, allowed for scalability and helped as we increased our overall presence in social media this year.