The technology also aligns perfectly with the DNA of the digitally native PacSun consumer, notes Relich, who have no qualms about communicating digitally. Through continuous learning and NLP, the bots can understand about 98% of consumer comments, reducing the need for consumers to repeat information for related and follow-up questions (such as a store location for inventory).
Even as consumers return to stores in greater numbers, PacSun will continue to invest in this type of digital customer service in order to continuing identifying the lower-value interactions. Relich gave the example of automating promotions and coupon codes to work more seamlessly: “We're attacking one thing at a time, so it's iterative.”
The data they receive is also informing other areas of their business by providing greater visibility into their fulfillment operations and a more granular understanding of the various reasons a shipment might not make it to its destination. This in turn has enabled them to automate their chargebacks for quicker resolutions and happier customers.
In choosing the technology, Relich notes the importance of selecting a technology and partner that could be scalable, especially across communication channels that include social media. Similarly, having a partner with the ability to be iterative has also been important — especially given the myriad global challenges impacting brands today.
Cheng echoed this, noting that obstacles can be far-reaching, with brands often unable to quickly solve the root cause of the issue despite its impact on customer service.
“But if you actually do the right thing on the customer experience front — you make the help readily available to your customer, around the clock, around the channels that they like to use, and actually help them solve the issue as much as possible, give them transparency — you really can manage … damage of those fundamental challenges.”
What’s more, Relich notes, the brands that are able to quickly solve customer service issues through strong communication can even record an increase in loyalty,