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: Best-in-Class: Care
1. What were your organization’s digital customer service initiatives? What channels do you support today?
European Wax Center’s customer service is focused on providing the best guest experience possible. One of European Wax Center’s founding values is “We delight our guests.” This value is engrained in the core of our Guest Relations (customer service) model. Guest experience and recovery is the most important piece for our Guest Relations team no matter what channel the guest reaches out on.
Our Guest Relations team manages guest communications on:
o Facebook (comments and DMs post chatbot)
o Instagram (comments and DMs)
o Twitter (tags, mentions and DMs)
2. What was the most important issue you were looking to solve via your digital technology (e.g. community and/or social media management platform) — and what makes your approach to that achievement unique?
Overall guest experience and Franchisee accountability were the main issues the European Wax Center team was looking to solve. Not only does European Wax Center have many ways a guest can contact the brand, but we are also a Franchise-based business. European Wax Center has 796/800 centers owned by 300+ franchisees. As each business is individually owned and operated, many guest issues or complaints need to be handled by the guest’s individual center and with being a personal care service brand, many guest issues require informing the individual location.
The team quickly identified that a 360-guest view was important for overall guest experience. That meant that we wanted to handle guest contacts and issues as a guest and not a “ticket” as many customer care platforms do. We also wanted to be sure our agents would be able to see every instance a guest reached out versus separated contact areas (i.e. Facebook messages besides “Contact Us” form submissions.)
After careful consideration, the team decided to migrate all contacts into Khoros for a centralized view of guest contacts. Agents now only need to be in one platform to handle cases instead of multiple.
It was also important for agents to have a full view of the guest outside of information provided. We integrated our customer data platform into Khoros utilizing their APIs. Agents can now see guest information such as phone number, preferred center and email on their same screen. The API also allows for continued data ingestion as customer data grows such as Wax Pass information, favorite products and types of waxes last booked.
Being a Franchise-based business, European Wax Center needed a way to inform Franchisees of guest issues as well as ensure Franchisee accountability. With the use of Khoros’ APIs and with help from Headliner Labs, a third-party agency, we were able to build an integrated email forwarding system. The forward field allows for any customer contact in Khoros to be forwarded to the selected and necessary parties at the center or franchisee level. Data from our Franchise information tool, FranConnect, automatically flows into Khoros and connects to the right center for the guest based on tags and customer data. Agents are able to simply click a button and forward a contact, the details of the contact and guest contact information over to a center so they are able to reach out to the guest. The system also automatically tags the forwarded email for enhanced Guest Relations analytics on a Franchisee and center level.
3. What 1-3 metrics best describe your success? (e.g. CSAT, call deflection, cost reduction, agent efficiency, response speed, resolution rate, etc.)).
This customized and integrated system has allowed for our agents to move from 6 screens open at all times to 1 screen needed to handle all guest inquiries.
It has also decreased agent response time per guest by 55% from 5 minutes to 2.2 minutes.
And overall interactions from agents are much more thorough than prior. The integrated system allows for agents to take the time needed to handle sensitive and important care issues all while not neglecting the easy and basic guest inquiries.
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