If you want customers to perceive you as a luxury brand, you can’t offer luxury products, luxury packaging, a luxury in-store experience … and a bargain-basement interaction for callers. To make sure callers experience the same high-quality interaction over the phone that they do at all other touch points, Caswell-Massey engaged Global Response to be their outsourced call center.
Caswell-Massey is America’s original purveyor of luxury personal care products and accessories. Since its founding in 1752 in Newport, Rhode Island, Caswell-Massey has served a distinguished clientele including the Founding Fathers, the pioneers of Wall Street, and legends of art and film. It is one of the oldest continuously operating companies in the United States and the world. Its main product categories are soaps, fragrances, lotions, shaving products and tools, other apothecary-style personal care accessories, and bath- and fragrance-related products for the home. Caswell-Massey currently has three retail stores in the United States, and sells products through its website and mail-order catalog, as well as through department stores and specialty shops.
As for improved metrics, the most impressive one is AOV: Global Response helped raise Caswell-Massey’s AOV from $64.14 to $71.09. “That’s huge,” says Tony. “Every two-dollar jump in AOV is a lot of money.” He says the Global Response agents are particularly adept at finding ways to boost AOV that benefit both the customer and the company. “For instance, we have free shipping for orders of $100 or more. If a customer is at $80, the Global Response agent will find complementary items to suggest that boost the order over the $100 level so the customer gets free shipping.” Nichtawitz says he attributes the AOV increase in large part to the cross-selling and upselling ability of the Global Response agents and the overall better level of customer service they provide.