Online retailer brings customer service back to UK creating 55 jobs

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Rakuten’s Play.com has brought its Contact Centre back to the UK, as part of its drive to create a more personal service offering for UK shoppers through a local team.

This is just part of a wider drive by Rakuten’s Play.com to implement the best practice Japanese service style know as Omotenashi, which is designed to deliver exceptional and personal online retail experiences.

In addition to improving the service on offer to its customers, the company has created over 55 full-time jobs in the Wirral, where its customer management partner, The Contact Company, is based, with a further 150-200 to be added during primetime shopping in the run-up to Christmas.

The 55-strong team responds to general customer queries 7 days a week via phone, email and social media (Facebook and Twitter). Currently handling around 12,000 enquiries a week, the team expects that number to rise as they start to provide 24 hour support through social media.

Adam Stewart, Director of Marketing at Rakuten’s Play.com commented on the new onshore service: “Research shows that consumers feel a greater affinity and are more trusting of retailers that provide a local and knowledgeable service to those based overseas. With careful consideration we decided one of the first steps to deliver an improved personal service was to bring the Contact Centre back to the UK”

“It’s already proving effective, as just three months since on-shoring, Rakuten’s Play.com’s metrics show an improvement of 10% in customer satisfaction, helpfulness and outcome of query. Initial feedback from our customers is that they’re receiving a much happier and more personalised experience.”

Catherine Miles, Head of Project Management at The Contact Company commented on the partnership: “Customer service should be an integral part of any retailers offering and is a critical factor in customer relations and retention. We have been working with Rakuten’s Play.com to ensure that all our agents are well educated on the site’s products, so not only can they provide a considerate and an efficient personal response to all enquiries, they can also offer product insight. We pride ourselves on tailoring our solutions to the client and are pleased to see that our aim matches up perfectly with Rakuten’s Play.com’s strategy.”

 

Author: Jo Robinson

Published On: 5th Sep 2012 - Last modified: 22nd Mar 2017
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