Skin in the game
These champions of clear, healthy skin needed clear, practical call maps.
Established in 1986, Dermalogica is one of the skincare industry’s best-known names and used by over 100,000 skincare professionals worldwide.
The brief, in brief
Tackle problem areas in the phone system in use at Dermalogica’s UK head office, leaving it clear and healthy – just like Dermalogica-treated skin.
Dermalogica’s UK head office is home to a number of teams, including Customer Service, Sales, Credit Control and others. One team, Education, trains Dermalogica stockists and therapists on how to demonstrate products on webinars or in person.
They tasked us with reviewing each department’s call tree. We didn’t find much unexpected in most cases, but the Education department’s maps revealed alarming problems: callers were experiencing long queue times, with some left in endless loops – both of which were contributing to relatively high abandon rates.
Dermalogica knew they needed to solve this issue, but their IT team was struggling to dedicate time and resources to it given the huge scope of their role. They needed to outsource the development of a solution.
Following the first COVID lockdown, many Dermalogica UK staff were rotated and reorganised at short notice, resulting in a need for all-important changes to the caller journey. Working together, we were able to implement improvements that welcomed a seamless experience between all callers and each department.
I would definitely recommend this resource, especially if you have other more pressing projects. It allows you to leave it in the hands of an expert and make improvements, with minimal requirements of your own time.
How we helped
Our caller experience architects worked at speed alongside Dermalogica’s local experts, to take a deep-dive into each caller’s journey and capture different potential call routes for different departments. Once mapped out, these could be handed over to the Dermalogica IT team to deploy.
With the changes live, Dermalogica saw a significant uplift in customer satisfaction, rising to 95% and a five-star rating, up from the previous average of three stars.
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