In a recent webinar, Caela Castillo, Director of CX at Jaxxon, shared Jaxxon’s strategies for optimizing customer experience to maximize revenue during peak season.
Maximizing peak season sales isn’t only about driving customers to your website. If website visitors people encounter a slow, unhelpful, or lackluster customer experience, they’ll click away before buying — flushing away all your marketing efforts and dollars.
In a recent webinar, Caela Castillo, Director of Customer Experience at luxury men’s jewelry brand Jaxxon, shared Jaxxon’s strategies for optimizing customer experience to maximize revenue during peak season.
We’ll start with some of the most concrete strategies Jaxxon leverages, and wrap up with some bigger-picture insights on how Caela manages the team.
You can also hear Caela share these tips herself by watching the webinar here.
How Jaxxon manages ticket spikes during peak season
Last year, Jaxxon had what Caela describes as a very successful but challenging peak season, when customer support tickets skyrocketed to three times normal levels. As a result, Jaxxon has stepped up its approach to optimizing customer support for efficiency and self-service during the 2022 peak season.
Here are the tactics and tools Jaxxons used to manage ticket spikes this year:
Provide self-service answers to FAQ in live chat
Jaxxon uses Gorgias Quick Response Flows to answer frequently asked questions during peak season. Caela and her team customize the questions and answers so that customers can get an instant response to common queries.
“We really noticed that adding automated self-service with Gorgias took part of the load off us. A lot of customers’ questions are answered by self-service, so then they’re happy and we don’t have to do anything further with those tickets,” Caela says.
Automating these responses has two-fold benefits:
- Customers get instant answers to questions — no wait time required
- Agents actually have time for conversations that need a human touch
“If the customer has additional questions, then our agents have the time to have an authentic conversation with them, and give them a really great experience.”
Regularly review tickets to monitor performance and spot emerging issues
Caela regularly reviews recent customer conversations to monitor individual agent performance and identify areas for improvement or lessons learned. Using Gorgias tags — automatically applied to customer tickets for categorization and filtering — Caela can also get a sense for the most common customer questions and issues.
“If we're noticing a trend with a certain issue, then we want to solve it right away rather than figure it out weeks from now when it’s a bigger issue,” Caela explains. “So we don't want to only review tickets once a month. We want to do it in real time.”
The real opportunity for peak seasons is turning first-time customers into repeat shoppers
Jaxxon realizes that any peak season is a starting line, not a finish line. Providing an awesome first customer experience doesn’t just net a sale. It nurtures longterm relationships and turns happy customers into loyal brand advocates.
“We want to make sure that first shopping experience is really great — everything from the customer support to the shipping to the box it arrives in — so they want to come back and buy again. We listen to our customer reviews and we really want to help people have a great experience.”
Jaxxon invests in ongoing training and support to ensure its customer service agents have the knowledge, skills, and tools they need to do their job confidently and effectively.
“Sometimes customers are a little hesitant about buying something as expensive as solid gold online. And our agents can explain to them the difference between our products, or suggest an upgrade, or say, hey, would you like this bracelet to go with the Cuban link chain you bought last time?” says Caela.
“For our agents to be able to upsell and cross-sell like that is super important for us — and it works.”
Quick Response Flows help Jaxxon open the door to some of these conversions. Providing quick, helpful answers about product restocks, sizing, shipping and more, lays a positive foundation that human agents can easily build on.
How Jaxxon sustains the team during peak seasons
One of the biggest challenges during any peak season is thinking ahead so that your team — not just your customers — succeed.
Plan ahead when it comes to coverage
First off, make sure you have enough customer service agents in place to cope with soaring demand. Jaxxon has increased its customer support team for this year’s peak season.
Caela uses a zoning plan to stagger agents’ shifts across different time zones and locations, so there is always enough coverage for Jaxxon’s 24/7 customer support. She adapts this as peak season unfolds to meet shifting demand.
“Having open communication is essential. We always say there are no stupid questions. We’re here to help each other. Even though we work remotely, we're still able to communicate really well and work as a team.
Once the team is in place, get them ready. “Training your team is really important, and making sure they have the resources and support they need,” Caela says.
Maintain staff morale during crunch time
“Keeping morale high is so important for peak season, because it’s a busy time in life, not just at work,” Caela says. This is a unique situation in ecommerce — did anyone else have a turkey in the oven while answering support tickets during BFCM?
“Everyone gets stressed; sometimes people get sick. It's hard to sustain motivation sometimes. So we want to make sure everyone's really taken care of and set up for success. And we try to make it fun for the team.”
A culture of mutual support among the Jaxxon customer service team is reinforced by team-based incentives to win gift cards, jewelry and more when certain targets are met.
“A positive attitude goes a long way to keeping people motivated. You get so much farther if you're kind and positive. And I’m very big on looking at difficult situations as learning experiences. And if someone is struggling, other team members will help them so we all rise together.”
Lean on tools and systems to manage high demand
Having the right systems in place to manage customer support more efficiently is important at any time of year. But it has the biggest impact during peak periods when demand balloons.
“You have to prepare for the worst, in terms of very high demand. Things just get crazier as peak season progresses! So make sure to have your self-service and automation set up and ready to go,” says Caela. “After last year’s challenges, we've made sure to have stronger systems in place this year.”
Jaxxon now uses Gorgias to manage all customer conversations. This helps the team work more efficiently in several ways:
- Seeing all customer conversations across different channels in one place, to avoid tab-shuffling and duplicated responses
- Filtering and sorting tickets, for easier prioritization
- Deflecting some questions to automated self-service, to free up customer service agents’ time for more complex customer conversations
- Bringing together all of a customer’s information, to enable more personalized service
Implementing self-service chat has cut Jaxxon’s live chat volume by 17%, yet increased conversions by 6%. Meanwhile, revenue generated by chat has shot up by an impressive 46%. The overall impact has been positive for customer experience and Jaxxon’s bottom line.
Read more about how Jaxxon uses Gorgias to speed up response times without sacrificing the quality of customer service.
Customer experience is vital to maximize peak season sales
By assembling a larger, well-trained customer service team and putting the right tools in place, Jaxxon is poised to continue delivering high-quality customer service this peak season — even when ticket volumes triple. Caela and her team are excited to dive into the peak season. With Gorgias by their side, they are ready to ride out whatever challenges come their way.
To hear the full story of Caela’s tips, lessons learned, and Jaxxon’s preparations for peak seasons, watch the webinar replay.