Magazine article CRM Magazine

HauteLook Gets Help for Help: Online Discounter Taps RightNow for Member Care

Magazine article CRM Magazine

HauteLook Gets Help for Help: Online Discounter Taps RightNow for Member Care

Article excerpt

[ILLUSTRATION OMITTED]

A number of businesses have sprung up in recent years providing deep discounts for merchandise that isn't moving. Customers get sweet deals on pricey goods while the retailers get to realize some profit on what might have otherwise gone unsold. It's one of the bright sides to having a shaky economy. One highly successful example is HauteLook, part of the Nordstrom family of companies.

HauteLook offers discounts of up to 75 percent on brands for women, men, kids, home, beauty, and travel. "Our site changes constantly, with new members and new types of products," says Chris Purpura, director of member care for HauteLook. "We make brands available to people who haven't had access to them before. And we make those people feel cared for--we call it member care as opposed to customer service, because that's how we want them to feel about us, as a resource for them."

But for a company built on service, HauteLook had lacked a consistent approach to customer care and the necessary analytics built around it. "HauteLook has only been around for a little over three years," Purpura says. "It's a typical startup--there wasn't a real CRM solution. It was more people answering phones than a contact center. Our COO had some contact center experience and knew we'd need something more robust."

The company needed to meet the needs of its shoppers while empowering its growing contact center to quickly and consistently respond to members via the channel of their choice, whether phone, email, or chat. A short and decisive search process led HauteLook to engage RightNow Technologies to implement its contact center-based CRM solution, including RightNow Dynamic Agent Desktop and Smart Assistant.

Approximately 40 agents at HauteLook now use the RightNow Dynamic Agent Desktop to manage its rapidly growing number of member interactions, which are already up 20 percent per month compared to last year's holiday season. RightNow is integrated with HauteLook's e-commerce system to provide associates with a 360-degree view of each member, including order and support history.

RightNow is a cloud-based system with an excellent record for speed and ease of implementation, so HauteLook's new applications were up and running quickly. New capabilities are still being added. It's already a winner in Purpura's book. "I love the amount of information at my fingertips," he says. …

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