How Gucci brought beauty to the contact center

Gucci is a name synonymous with fashion and luxury, embodied not only by its products, but also by its in-store environments and service experience.

But in a changing world, store environments are not the only form of customer contact. So when it came to increasing the capacity of its contact centers, Gucci turned to its design teams to create an environment for its staff that captured the essence of the brand.

Speaking at the recent Salesforce Dreamforce conference in San Francisco, Vasilis Dimitropoulos, Vice President of Global Client Services and Product Management at Gucci, described how in 2017 the company wanted to turn the tables on contacts traditional customers.

“Think about the contact center and what it conjures up,” Dimitropoulos said. “It’s a hidden space in the belly of the company – outsourced, seen as a cost center – never shown to a customer. We wanted to change the paradigm.

One of the company’s first steps was to hire its own style office to totally redesign its customer contact centers, transforming them into spacious and opulent environments that brought a creative director’s aesthetic to life. .

“It was a very conscious investment that we made, because we believe that if you’re surrounded by beauty, you’ll respond accordingly,” Dimitropoulos said.

The first of these hubs was unveiled in Building 9 of Gucci’s historic campus in Florence, with the initiative becoming known as Gucci 9. The company then connected all of its contact centers, in locations such as New York , Florence, Singapore, Seoul and Tokyo, as well as more than 300 stores.

“All remote connectivity lands on these hubs, at the fingertips of every talented advisor,” Dimitropoulos said. “That’s what we call a human touch, powered by technology. The human touch of Gucci, powered by Salesforce.

Direct responsibility

Using Salesforce Service Cloud and Tableau, Gucci 9 advisors can track all sales no matter where and how they happen, with the company also revamping its incentive program accordingly.

“There’s an attribution model that brings sales back to the advisor no matter where it happens,” Dimitropoulos said. “It’s not just phone sales and chat sales, we also talk all over our ecosystem. We reward our advisors no matter where the sales are happening, whether it’s over the phone, or if it’s in the digital retail, or physical retail in stores.

The company has also created a bespoke Tableau-powered dashboard that ensures all advisors have all of their business and contacts at their fingertips.

“We want them to think like entrepreneurs, like business owners,” Dimitropoulos said.

As for the results, he described them as “prodigious”. “We’re managing over 150% of our omnichannel sales this year, and we’ve more than doubled the share of top customer sales out of the total,” he said, adding that this was just the beginning of what was possible. .

“We’re working with Salesforce Research and Development to create an artificial intelligence that can infuse every conversation with a very Gucci tone of voice,” Dimitropoulos said. “Because we are not only interested in information about what we are selling, we are more and more interested in the ‘how’ – the attitude.

“Because after all, attitude is what makes Gucci Gucci.”

  • Brad Howarth came to Dreamforce as a Salesforce guest.

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