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Gymshark's Digital Care Story: Building a Social Care Operation for the Digital Customer

11%

Private Messages on Messenger

11%

Public Facebook Posts

63%

CSAT Response Rate

Gymshark are a true paradigm of what a digital brand should be. They’re a company dedicated to driving customer engagement, strengthening brand loyalty and delivering high-quality customer service—on social. From the get-go, Gymshark has been a passionate advocate for providing customer care through social media, having promoted Facebook Messenger as support channel since launching in 2012.

Initially, Gymshark provided native support on social but due to rapid company growth, realised the need to organise increasing social volumes in order to streamline their social customer service strategy.

Today, Gymshark proactively encourages their customers to directly message them on private social, highlighting it as the simplest way of connecting with them. This shift has resulted in a substantial increase to Gymshark’s private messaging channels and now their largest volumes incoming on Messenger and Twitter DM.

Platform Features Used

Automation
Platform API
Analytics
CSAT Surveys

About Gymshark

As a socially-minded brand, having been found in 2012, Gymshark is recognised as one of the fastest-growing eRetail brands in the UK. It specialises as an online sportswear retailer and draws upon the power of social media to build brand recognition and execute customer experience strategies.

Today Gymshark is supported by over 3 million highly engaged social media followers and customers in 131 countries.

Industry
Retail
Location
Birmingham, UK
Gymshark_testimonial
“Despite the incredibly high volumes of customer comments and questions we receive across our social media channels, knowing that we have a social care management system that allows us to efficiently provide resolution means it is no longer a daunting process! Choosing to partner with Conversocial was a natural choice. It makes serving our customers a more seamless and satisfying experience.”

Daniel Parkin

Head of Customer Support

Group 16 Copy@3x-1

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The Journey to Digital Maturity—Challenges:

Natively handled Social: Gymshark’s social handles were run natively leading to social confusion. The customer care team were unable to succinctly form a comprehensive view of each customer journey resulting in disjointed customer engagement, prolonged response times and lack of visibility on the effectiveness of their social operation.

Chaotic Conversations: Conversations were chaotic as Gymshark struggled to provide seamless customer resolution on social. Agent efficiency was hindered by unthreaded conversations, which resulted in difficulty managing customer cases. Other challenges included a lack of issue classification and processes that were unsuitable for scalability.

Rapid Expansion: Gymshark experienced fast growth and with this came a surge of queries and questions over Messenger and Twitter DM—the two channels they actively promote to customers for support. They required a dedicated social customer care tool that could handle volumes on Messenger and support growth at scale, of a rapidly expanding retail brand.

Social Influxes: As social customer volumes increased, Gymshark needed to streamline their social care strategy to meet the in-the-moment demands of social customers. They were unable to manage seasonal influxes and measure the overall customer experience.

 

Solutions

Applying “IVR” to Social: Navigator was the simplest way to add automation to Gymshark’s dedicated Twitter handle. This provides the customer with a welcome message on arrival into the direct message conversation with Gymshark. The customer is then prompted to select the nature of their enquiry from a list of pre-set options. Each option has its own dedicated auto response which allows specific information requests for different queries or escalation to a human agent. Conversocial’s feature allows Gymshark to provide an effortless and in-the-moment service to mobile customers seeking resolution through private, Twitter DM.

Promoting Private Pathways: Managing the high volumes that are directed through Twitter DM and Messenger is now a more manageable process for Gymshark with the Conversocial’s Messenger API capability. Gymshark’s customer care agents also strive to re-direct public enquiries into the private realm, for example, by adding the “Send a Private message” button on Twitter.

Platform Built for Purpose: Navigator was the simplest way to add automation to Gymshark’s dedicated Twitter handle. This provides the customer with a welcome message on arrival into the direct message conversation with Gymshark. The customer is then prompted to select the nature of their enquiry from a list of pre-set options. Each option has its own dedicated auto response which allows specific information requests for different queries or escalation to a human agent. Conversocial’s feature allows Gymshark to provide an effortless and in-the-moment service to mobile customers seeking resolution through private, Twitter DM.

Reporting on Twitter CSAT: Using the Direct Message environment, and Conversocial’s proprietary Resolution Management functionality, any incoming conversations over Twitter which are classified as issues and then marked as resolved by the Gymshark team, will generate a survey for the customer within 24 hours of the conversation being closed off. This enables Gymshark to collect feedback from their customers directly from the conversation which they’ve had. It also presents the customer with an opportunity to leave an open text response—a chance to leave genuine feedback.

 

Conversocial Navigator in Action

Results

Q2 2017 Compared to Q3 2017

  • 11%
    Public Facebook Posts
  • 21%
    Public Tweets
  • 51%
    Private Messages Twitter
  • 21%
    Public Tweets

Twitter CSAT

  • 4.3/5
    Twitter CSAT Score
  • 63%
    Response Rate

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