Featuring high-fidelity assets in an intuitive user interface enable a high touch and high performance call center.

Victoria’s Secret has strong worldwide recognition, incredible mail-order reach and a dazzling expansion into new product ranges. They retained Twin Technologies to marry their print and brand experience into a modern call center tool to drive efficiency and greater customer touch.

CHALLENGE

Victoria’s Secret wanted a think-on-its-feet marketing system to make the most of every customer interaction and generate more revenue through upselling.  At the same time, they needed an application that would be intuitive and simple for experienced customer service users and new hires alike in a very fast-paced and high-turnover position.

GOALSUser experience redesign: We started by first doing an in-depth study of the fast-paced VS business to thoroughly understand the workflow and habits of the application user. With that knowledge, we built familiarities and shortcuts into the rich visual design of the new application, so while the catalog functionality was super-enhanced, the users didn’t have a correspondingly steep learning curve. Full-e-catalog functionality: We also looked at the places the previous system was leaving money on the table. Our new design made print ad and catalog versions instantly accessible to the call center personnel, with high-fidelity digital assets like categorization, search and product/preference relationships – not only were customer experiences improved, but upselling now happened naturally.

OUTCOME

Customers enjoy better service and individualized recommendations, call center personnel like the interface and are more productive, and Victoria’s Secret has the opportunity to realize more sales and better customer loyalty.