The largest specialty jeweler in the US, UK, and Canada wanted a competitive edge to expand their client base & increase revenue. Interestingly, the key to their success turned out to be a… warranty?
THE CHALLENGE:
With rave reviews and a lucrative holiday season approaching, this specialty jeweler was desperate to increase revenue & grow its market share within a booming sector.
After conducting a thorough audit of the company, SUMO and the client realized that the biggest inhibitor to that revenue was right under their noses! (or necks, if you like pearls) The jeweler’s clients would receive a warranty with their purchases, and its validity was maintained by bringing the jewelry in for regular cleaning and inspection.
The consultants’ only means of scheduling those clients for this service was via phone, which was greatly limiting the possibilities of efficient scheduling returning clients and serving new customers.
Appointment setting, appointment rescheduling and special occasion reminders were also solely conducted through phone, which, during the forthcoming holiday season, was about to receive an overwhelming amount of workload.
This overreliance on the phone was affecting the jeweler’s ability to serve a larger number of customers because its communication lines were constantly blocked.
THE OBJECTIVE:
In order to set realistic and attainable goals, SUMO interviewed anonymous clients and the Jeweler’s consultants, asking them to describe the biggest pain points.
Once the analysis was complete, the following “needs” were prioritized based on each key stakeholder:
- Multi-platform scheduling: for the business to move away from *just* phone
- Load Balancing: for each consultant to have a fair number of clients
- Reminder Engine: for clients to suggest hours at their convenience
- Salesforce Compatible: for the managers to retain key customer data
THE SOLUTION:
Having a clearer view of the immediate issues, SUMO implemented the following motto; “a call should only be the customer’s last method of scheduling”.
Firstly, SUMO expanded the appointment requests to include new communication channels, allowing clients to now book appointments through email & website.
Secondly, a Multi-Calendar view was built in conjunction with the new channels, allowing clients to access each consultant’s availability online, allowing them to schedule their own appointments.
Focusing on providing the most efficient customer experience, a Reminder Engine would allow the jeweler to send follow-up emails, messages or calls(depending on the customer’s preference).
Most importantly, the solution was built within the Salesforce platform, allowing the jeweler to retain approved client data such as previous purchases, preferences and wishlists, without needing to re-add it manually for over 50,000 clients!
THE RESULTS:
With the jeweler now able to accept appointments through email & website, clients have the ability to schedule appointments from their multiple websites, 24/7, across any device, with the data being visualized through a multi-calendar view.
As for the data, owing to the retained customer data through a Salesforce native solution, management teams now have a more effective way to analyze their businesses with insightful data like appointment volumes & quota per branch.
In addition, with more appointments being self-scheduled by the clients, the jeweler’s consultants are now focused on selling & improving customer service, while developing their client base through new offers for the holiday season.
Satisfied with the results, the jeweler has decided to expand SUMO’s scheduling solution across all branches, and SUMO is now being used by over 20,000 sales consultants in over 2,000 locations.
THE FUTURE:
The largest specialty jeweler in the US, UK, and Canada can shift its focus on long-term objectives by:
- Effectively serving client needs, without missing an appointment
- Increasing client inflow & focus on expanding services or locations
- Appropriately managing increases in demand
All while reporting record revenues for that year’s holiday season, confirming that SUMO’s solution was an investment worth… diamonds.
