Udesk customer story:Estée Lauder

Estée Lauder, a global giant in the skincare, cosmetics, and fragrance industry, named after its founder, is facing several business challenges. Established in 1946, the company has primarily catered to a wide consumer base and achieved considerable success. In the "2018 World's Top 500 Brands" compiled by the World Brand Lab, Estée Lauder ranked 227th.

Estée Lauder's current challenges in the business landscape include:

1. Unified Customer Service Platform:

The need to establish a unified customer service platform to enhance the service experience for a larger customer base. This initiative aims to gain better customer feedback and improve overall performance.

2. Implementing AI Services:

Estée Lauder has devised a long-term plan to implement AI-driven services, aiming to elevate the overall level of customer service within the company. The strategic use of AI services intends to enhance customer interactions and satisfaction.

3. Elevating Customer Service Standards:

Estée Lauder aims to elevate the proficiency level of its entire customer service team and conduct quality checks on their performance. The overall goal is to set an industry benchmark for excellent service and become a leader in the field.

Solution:

1. WeChat Official Account Integration:

Integrating with WeChat's official account allows customers to initiate online queries through the WeChat platform. Customer service representatives can efficiently handle these queries within a unified workspace.

2. Enhancing Customer Service through Mini Programs:

Future plans involve strengthening customer service through the development of mini programs and formulating a strategic vision for a mini program store. Estée Lauder seeks integrated software solutions with the capability to seamlessly connect with these emerging channels.

3. Application of AI to Reduce Workload:

Implementing AI-driven chatbots aims to handle basic customer queries when initiating contact. This approach intends to reduce the workload of human agents, enabling them to focus on more complex interactions.

4. CRM System Integration:

Integrating with Estée Lauder's CRM management system is crucial. This integration ensures that customer service representatives have access to detailed customer information during interactions, facilitating targeted and personalized communication.

5. Strengthening the Scope of Quality Assurance:

Estée Lauder holds high standards for customer service quality. To meet these standards, expanding the coverage of the quality assurance process is essential, ensuring consistent high-quality service throughout the customer service system.

Achievements:

1. Seamless WeChat Experience:

The successful integration with WeChat's official account has transformed Estée Lauder's customer service landscape. Customers can now initiate online inquiries directly through WeChat, enjoying a seamless experience. This integration streamlines processes for both customers and service representatives.

2. Outstanding Mini Program Implementation:

The introduction of customer service through mini programs signifies a significant step in Estée Lauder's digital strategy. Equipped with comprehensive software solutions supporting omnichannel integration, the company is well-prepared to enhance customer engagement through planned mini program stores.

3. Efficient AI Assistance:

The deployment of AI-driven chatbots has proven effective in handling daily customer inquiries. This significantly reduces the workload of human agents, enabling them to focus on more complex and personalized customer interactions.

4. CRM Collaboration for Personalized Interactions:

Integration with Estée Lauder's CRM management system empowers customer service representatives with access to detailed customer information. This integration ensures personalized and targeted communication, contributing to improved customer satisfaction.

5. Elevated Quality Assurance Standards:

Estée Lauder successfully enhances customer service quality by expanding the coverage of the quality assurance process. Strict quality checks and evaluations have become indispensable, ensuring consistent delivery of high-quality services aligned with company standards and customer expectations.

In conclusion, Estée Lauder's commitment to excellence in customer service has been strengthened through the successful implementation of various digital solutions. The integration of WeChat, mini programs, AI technologies, CRM systems, and expanded quality assurance processes has propelled the company towards industry leadership in delivering exceptional customer experiences.