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: Auburn Berry
Title: Director, Social Media / PR / Guest Relations
Related URLs : www.waxcenter.com @EuropeanWax
Kudos Category: Keep Calm and Carry On
1. How did your team shift your existing strategy to better engage customers during a crisis?
European Wax Center faced several crises in the past year, including the COVID-19 pandemic and a temporary closure of all of their centers. This caused their average incoming communications to increase by 300%. Many of these conversations were coming in through Instagram DM’s, which made it difficult since the team couldn’t see if the guest had reached out on other channels and all messages had to be managed organically by the Social Media Manager. This sometimes delayed response times and confused guests with uncoordinated replies. . European Wax Center decided to partner with Khoros and integrate Instagram DM’s into the platform as part of a beta test.
2. What operational processes did you create or change to respond in a time of crisis?
To keep up with the ever-changing landscape of customers’ preferred messaging channels and 300% increase in conversations due to the times of crisis, European Wax Center integrated Instagram DMs into the Khoros platform.
This made it easier to handle those messages with the same prioritization, filtering, and routing they leverage on other channels. This prevents the team from missing important messages.
Now the team can see all of their social media and chat conversations in one place, with holistic social media and chat conversation history, ensuring they deliver quick service. This also reduced repeat conversation volume, as guests receiving faster responses would no longer send the same question across multiple channels to get support.
3. What success metrics did you use to determine if your shifts in strategy and process had the desired outcomes? What were those quantifiable outcomes?
European Wax Center was able to maintain a consistent SLA (24 hours or fewer with one agent) even with an average 300% increase in incoming communications across Modern chat and social channels during crisis periods. Before partnering with Khoros, European Wax Center struggled to field Instagram care DMs consistently. Since onboarding the platform, we are now able to field 170% more incoming messages, ensuring the needs of their customers are met, no matter the platform. The European Wax Center chatbot has effectively deflected volume from agents and allowed for faster and more meaningful resolution for guests, resulting in a better customer experience overall, and European Wax Center is able to handle a similar level of volume in a more efficient and satisfactory way.
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