City Chic Collective

CityChic Collective – City Chic Collective is a global omnichannel retailer specialising in plus-size women’s apparel, intimates, footwear, and accessories. It is a collective of customer-led brands including City Chic, Avenue, Evans, CCX, Hips & Curves, and Fox & Royal. City Chic, CCX appeal to fashion-forward women. Avenue in the US, and Evans in the UK, target a broad customer base across conservative and fashion.

enablesGROUP been supporting this client for more than 5 years and the scope of support expanded from eCommerce Admin tasks to Customer Service Support and Accounting/Finance roles.

Specialties

Retail, Plus-size women apparel, intimates, women accessories

Elevating Customer Satisfaction

Problem

Despite City Chic’s strong market position in plus-size fashion, the company identified a need to improve its Customer Satisfaction (CSAT) score to deliver an excellent customer experience across all touchpoints. Management recognized that enhancing customer satisfaction was crucial for maintaining their competitive edge and fostering customer loyalty in the specialized plus-size fashion market.

Key issues identified

High return rates due to sizing inconsistencies and fit issues in online purchases
Limited product visualization on the website, making it difficult for customers to gauge fit and style
Lack of personalized online shopping experiences and recommendations
Inadequate online customer support for addressing fit, style, and order-related queries promptly
Challenges in translating the in-store fitting experience to the online platform
Delivery-related issues, including delays, incorrect tracking information, and damaged packages
Complicated and unclear process for order cancellations and modifications
Inefficient exchange process, leading to customer frustration and increased workload for customer service
Technical difficulties with applying discount codes at checkout, resulting in lost sales and customer dissatisfaction
Inconsistent communication regarding order status, particularly for back-ordered or pre-order items
Limited integration between the website and inventory management system, causing issues with stock availability
Challenges in handling international

Solution

City Chic implemented a quality-driven approach focusing on two main areas:

Regular Audits:
Performed daily reviews of customer service interactions across all digital channels
Analyzed weekly customer feedback, focusing on fit, delivery, returns, and overall online experience
Training and Development:
Provided weekly coaching sessions for customer service representatives on handling complex online order issues
Implemented a knowledge base for quick reference on common customer queries and technical issues

Implementation Timeline:

Month 1-2: Audit system setup, initial staff training on e-commerce specifics, and technology assessment
Month 3-4: Implementation of daily omni-channel customer service reviews, accompanied by weekly coaching sessions
Month 5-6: Full implementation of training programs and refinement of processes based on initial feedback and results

Outcome

After three months of implementing these quality-driven methods, City Chic saw significant improvements:

CSAT Score Increase:
The overall CSAT score increased by 4%, from 88% to 92%
Qualitative Feedback:
Customers reported significantly higher satisfaction with personalized online shopping experiences.
Positive feedback on improved order management and issue resolution.
Customers expressed increased confidence in online purchases.
Appreciation for faster and more accurate customer service.
Positive response to improved communication..
Management noted significant improvements.

Key Learnings

Regular audits lead to continuous improvement
Comprehensive training enhances personalized assistance
Clear communication improves customer satisfaction
Efficient support through chatbots and human agents

People Behind the Process

Macky Mactal

QA Lead

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Erika Nabablit

eCommerce Admin

Erika is a dedicated eCommerce Administrator at Citychic, With a focus on optimizing the online shopping experience, she oversees product listings, manages inventory, and ensures a seamless interface. Erika collaborates with the marketing and customer service teams, demonstrating a proactive approach to enhance customer satisfaction. Her commitment to excellence contributes significantly to Citychic’s success in delivering stylish and comfortable clothing options for plus-size women.

Ruby Abril

ECommerce Specialist – Team Lead

Ruby ensures that the website is impeccable, carefully addressing any mistakes or inconsistencies that might be overlooked. She maintains communication with her Australian team members to report website issues and takes decisive action when necessary. Ruby verifies that every detail of the products she checks is correct and conforms to the established standards before making them live on the site. She also merchandises the most popular styles with high stock to attract customers.

Jane Bagano

ECommerce CS – Team Lead

Jane maintains a daily tracker and checklist to ensure that all essential tasks are duly addressed. She proactively contacts the appropriate individuals, whether clients or internal team members, as required, to guarantee that both her and her team can meet the expectations set by clients and customers.

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