Key Question: Help develop and transform 1:1 agent and customer relationships for a target customer group, via an enhanced digital experience.
&you offering: Shape & execute go-to-market
Project Overview: FARFETCH is a global leader in luxury fashion, connecting customers to over 700 boutiques. They offer a marketplace (B2C) as well as a platform solution to other e-commerce brands (B2B).
FARFETCH initiated this project to better understand customer behavior for a target customer group, then design a service to help them progress through the tier program. This was needed because there was a group of high-potential customers that got lost within the current services that were on offer. The Companion Club was designed and launched to respond to this need.
The Companion Club aimed to design and pilot a new 1:1 online concierge, customer service proposition for over 900 high-potential customers in North and Central America. The business goal was to strengthen personal advisor relationships, enhance customer satisfaction, and boost revenue for the business.
Objective: The primary challenge was to meaningfully connect with high-tier customers, creating a personalized online concierge service that could drive repeat purchases and enhance the overall customer experience.
Approach:
- End-to-End Service Design: Mapping out the whole customer landscape, led us to new opportunities for a meaningful singular service that we then took to pilot. We continuously tested and iterated throughout the pilot, allowing for constant feedback and validation via qualitative research with customer advisors.
- Co-creation with Advisors: The current online concierge advisors were our SMEs, we researched, designed and tested together. We leveraged 17 advisors experiences to inform the design and 900 customers to test it.
- Piloting: The 9-month pilot was launched with 900 high-potential customers, identified via an intelligent data algorithm. The new service design featuring both proactive and reactive customer interactions, facilitated by both the customer and the advisor. We helped advisors with back-end tools to track and learn about the customer interactions, behavior and response.
Outcome:
- Increased Gross Total Value by 34.7% in the USA and 39.9% in Mexico.
- A 13% increase in repurchase rates and an improvement in loyalty tier progression.
- The end-to-end service design mapping revealed systemic challenges within the broader company, enabling streamlining and efficiency gains for future service propositions. This resulted in further business savings.
