Cosmetics brand boosts FCR 17% & CSAT 4% with loyalty strategy

A cosmetics retailer, in collaboration with Pentafon, redesigned its digital service by incorporating channels like WhatsApp, automation for frequent inquiries, and a resolution-based rewards program.
This strategy led to a 17% improvement in First Contact Resolution (FCR), a 4% increase in CSAT, and a 5% reduction in complaint rates. The initiative was recognized with the 2025 IMT National CX & EX Award.

The Challenge: Frictionless Resolution in the Digital Space

With a growing base of digital customers and a high volume of transactional interactions, the retailer faced a key challenge: improving the post-sale experience without increasing operational costs. Most inquiries were related to order status, exchanges, and returns.

The Strategy: Automated Service and a Resolution-Based Loyalty Program

An omnichannel solution was designed to deliver efficient resolutions while strengthening customer loyalty through resolution-based incentives.

Strategic Objectives:

Improve FCR in digital channels
Automate the most common requests
Boost satisfaction through rewards
Ensure consistency in brand experience

Key Technology Components:

WhatsApp integration as a primary service channel
Conversational bots to automate FAQs
Speech & Text Analytics to classify contact reasons
Rewards program based on successful resolution
Real-time dashboards for service monitoring

Results Achieved

The strategy drove measurable improvements in experience and efficiency:

+17% in First Contact Resolution (FCR)
+4% in Customer Satisfaction (CSAT)
-5% in service-related complaints
+9% in perceived ease of contact
-11% in average handling time

In retail, post-sale experience drives repeat purchases.
The only way to build loyalty in digital channels is through immediate, personalized, and value-added resolutions.

This model was honored with the 2025 IMT National CX & EX Award for its impact on digital loyalty and operational efficiency in the retail sector.

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