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.
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.
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
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
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.