MeUndies was created with the idea that shopping for underwear should be more fun and created an online alternative to buying your briefs in a department store, avoiding awkward conversations with sales assistants. The e-retailer has carved a name for itself by creating distinctive, bold and colourful underwear designs, as well as by creating a subscription service for its customers - allowing them to choose new styles on a monthly basis.
The digital retailer prides itself on its stellar customer service and support, placing the consumer at the centre of everything it does. However, it recently found that it needed to consolidate its CX data in order to improve the management of its customer service operations, as well as to improve the training of its sales agents.
MeUndies uses a number of systems to support its customer service, including Zendesk, MaestroQA and Stella, but found that it was having to pull data out of these systems manually into Google Sheets to get any sort of consolidated view of its operations. As such, it turned to Pathlight to integrate these systems into one platform for management, enabling leaders to get a clear picture of how it's performing and to better support sales teams.
We got the chance to speak to Caylen McDonald, Customer Experience Manager at MeUndies, about the project and what Pathlight is allowing the retailer to achieve. Talking about what led MeUndies to seeking out alternatives to their manual processes, McDonald said:
We have struggled over the past couple of years, ever since we moved our CX team overseas. That's obviously a big challenge for figuring out how you improve communication and make sure everyone is on the same page. And then we were forced into this completely remote world as well.
We really were finding ourselves with a couple problems. One is that a lot of the work our leadership team was doing was very manual because we had a lot of great platforms that we're using for our metrics, for our QA and our CSAT, etc. But each of those platforms required us to go in and pull the data from them. Basically for every team lead they had their own Google Sheets and then I was pulling information for the whole team. And we all were just doing lots of repeat work.
Another big piece was I had no visibility, as the manager, knowing how coaching sessions were going. I wasn't in the one-on-ones with the sales agent and the team lead talking about their performance, so I had no real way of seeing how coaching was being handled or what expectations were put on them.
McDonald said that Pathlight offered MeUndies the opportunity to both eliminate this manual work, but having a single view of the CX management data, as well as integrate coaching documents and the interactions with each agent. This means that the leadership team now has a better idea of what the metrics look like, but also how they're achieving those metrics.
MeUndies was drawn to Pathlight as its platform of choice, as it allowed for easy integration with its other systems, but also offered new capabilities for the company's sales coaching requirements - meaning all of this could be provided in one, consolidated view. McDonald said that Pathlight was flexible enough that it could match MeUndies needs, such as mirroring the company's existing agent status standards within the system.
The retailer began looking for new tools in early 2020, but by the time the COVID-19 pandemic hit and everyone started working remotely, the company realised it needed to get a new tool in place, quickly. MeUndies signed with Pathlight in July.
Commenting on the implementation, McDonald said:
It was pretty seamless in the sense that they had everything pretty much figured out, in terms of the basic integrations that we needed. They were also great about meeting with us consistently to make sure that we were on the same page and that they were able to make the updates we needed to talk about our goals in the future
Basically, the first day that we went live we could have all of our data seen and our agents could see all of it. From there the project was mostly about getting my agents and my team to buy into Pathlight and really making them see the value, looking at it every day and being more active in their own performance.
However, McDonald said that this change management programme has been going well, given that it has made the job of the agents easier. Prior to Pathlight the teams were having to go into multiple platforms to get the information that they need, whereas now they can get all the relevant data in one place. MeUndies is also able to track how much the teams are using Pathlight, to ensure that uptake is high. She said:
We have really great visibility on how much the platform is being used. And really, it came from the team lead level, in terms of getting their agents in the habit of opening that tab every day, along with everything else they normally open. And now they can see where they're at, starting that week or that day, and really driving all of the communication from their team goals and everything else.
McDonald said that MeUndies has also recently brought the QA into the platform too, to offer coaching and to give them visibility of what's happening across the company. Overall, she is pleased with the level uptake thus far. She added:
I've seen a huge change in behaviour with my agents, in terms of understanding where they're at and really getting back into the mindset of being competitive. Being able to see that they're only two QA points away from getting expert level status this week, for example, is driving that change. Pathlight is making them much more active in their position, as opposed to being passive and waiting for someone to tell them how they're doing.