Case Study

Blooming to 20x Scalability for a US Flower and Gift Industry Leader

Relia group was flexible to adjust seasonal transactions of a US-based client. We succeeded in 20 times expansion in a short period for the booming demand for a special event with excellent quality.

Challenge

A US pioneer in direct marketing through a 24x7 toll-free number and e-commerce, our client, faces many ramp-ups yearly, especially during holidays. They needed an outsourcing partner to:
  • provide customer service and sales support during ramps
  • improve service delivery efficiency while maintaining customer satisfaction
  • reduce costs and support expansion

Solutions

To support the ramp — the scope of work includes inbound, outbound, and back-office support — we blended onshore, offshore, and virtual assets, enabling us to:
  • deploy a robust process for seasonal ramps, with all business support groups aligned end-to-end toward delivering the needed workforce and leadership
  • improve agents' call handling through streamlined systems for top CSI calls
  • initiate continuous improvement projects focusing on optimizing campaign sales metrics, back-office compliance, and fulfillment rate
  • maintain a Security and Compliance team to conduct audits that cover pre-employment requirements, training adherence to production information security, fraud prevention, risk mitigation, and elimination of non-negotiable agent behavior
  • design our training program to ensure flexibility in cross-skilling agents for all campaign channels, given the higher volume and new norm
  • adapt new tools and systems, such as Talent Acquisition for candidate engagement and account management, Learning & Quality for a scalable and friendlier LMS, and WFM for forecast automation and schedule creation
  • maintain a Security and Compliance team to conduct audits that cover pre-employment requirements, training adherence to production information security, fraud prevention, risk mitigation, and elimination of non-negotiable agent behavior

Results

The Relia group has enjoyed trusted partnership with this client for more than a decade, in which we have:
  • earned the Vendor Partner of the Year accolade — thrice — and the Stevie Awards for Outstanding Sales and Customer Service
  • proven scalability up to 20x steady state, with a record high of 1,700+ FTEs for Valentine's and Mother's Day 2019
  • substantially improved CSAT scores — we were the first partner to exceed a CSAT sales score of 9 on the Foresee platform
  • been instrumental in helping the client earn Stella Highlights for all channels and achieve Stella Elite Status for Chat
  • championed Lean Six Sigma projects that increased order fulfillment rate to 80% and reduced customer escalations by 47%
  • been the only partner to support all brands that have outsourced customer service, including the client's flagship and gourmet gifts brands, as well as Apple Business Chat
  • been the only partner with a Bridge team — to predict back-office queue, analyze trends, and devise workload management plans — as well as global central disaster recovery and emergency management across all delivery centers, including WAH (Work-At-Home)
  • successfully launched our 75% WAH and 25% WFS (Work-from-Site) blended solution in the COVID-19 new norm, achieving the highest scores across MDAY (Mother's Day) Conversion, CSAT Sales, and CSAT Service.

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