Case Study TechStyle

How a digital disruptor supports 1K agents to deliver personalized customer service as it changes the future of fashion

Founded in 2010 and renamed in 2016, TechStyle Fashion Group is a fashion and lifestyle company that offers an engaging and personalized shopping experience to millions of customers worldwide, including five million VIP Members, through a portfolio of Fast Fashion, Athletic wear and Kids wear. TechStyle Fashion Group is reimagining the business of fashion through data, personalization, and vertical integration to benefit the modern shopper. TechStyle Fashion Group’s brands include JustFab, Fabletics, ShoeDazzle, and Fabkids, and are available in the US, Canada, the United Kingdom, Germany, France, Spain, Sweden, Denmark, and the Netherlands.

  • Goal

    To support the highly personalized experience expectations of its members and connect 1,000+ agents across 4 brands, 12 countries, and 7 languages to deliver awesome customer service to 5 million members. Secondly, to drive loyalty through highly personalized Surprise & Delight programs.

  • Solution

    Lithium Social Media Management for Service (SMM).

How has Lithium SMM supported your agents?

This powerful platform allows us to sort through hundreds of thousands of social posts by region, content, and priority to create global efficiency and synergy between our agents resulting in valuable connectivity with our members.

What role does self-service play for customer service?

Encouraging customers to self-serve enables them to have a faster, more intuitive experience, while enabling TechStyle to run more optimally-staffed contact centers. One great example is our state of the art Interactive Voice Response application. Since most of TechStyle’s customer base has an “on the go” lifestyle, this service has become a favorable option for our members.

Facebook Messenger has rapidly become a game-changer for self-service, so it was a no-brainer to offer our members FBM automatic options. In the early part of 2017, we launched FBM Bot, which provides automated shipping and tracking notifications and can respond to members’ questions and concerns in real time through bot technology. By integrating this with Lithium SMM for Service, we’re able to offer a more customized experience, reference past social media interactions, and use metric learnings to optimize support even further.

You’ve designed in-house tools to further support agents. Tell us about those.

To further streamline our support strategy, we have combined Lithium with highly customized in-house tools. We created GMS Connect, a one-stop knowledge base for our “Global Member Services” teams around the globe. GMS Connect can instantly send notifications and updates to all agents and hosts a number of resources, forums, and social live feeds for each team.

We also built our own home-grown custom CRM tool, uniting all brands and countries on one platform, called “Bond”. Bond is an infinitely scalable CRM system built on an API-driven design that allows for easy, secure data flows. Its ease of use has reduced training time for new agents and cut customer-response times to well below industry averages.

“We are pioneering the fashion world with practices inspired by major tech companies like Netflix or Amazon.”

— Anna Pettus, Vice President of Strategic Operations, TechStyle Fashion Group




Tell us how Lithium has supported your Surprise & Delight programs.

Our Global Member Services Team engages with our customers daily on Facebook, Twitter and Instagram, leveraging Lithium SMM for Service. We get to hear not only their customer experiences but also about the life events they are shopping for. It was natural to make a human connection and react with joy, empathy, and kindness to their life events.

By utilizing social listening through Lithium SMM for Service, we are able to transform the way we provide support to our customers. An ordinary customer support interaction is now made extraordinary and unforgettable. Through Lithium, we can also utilize social listening to maximize our impact on our customers and provide even more memorable experiences.

For example, a customer tells us the shoes she wants for her wedding day are out of stock. Enter: Surprise & Delight – we go back to the factory, re-order the shoes, and send them to her with a note congratulating her on her big day. These are the moments we thrive on.

What has been the impact of Surprise & Delight on the business?

The business impact has been immense. We are building positive word-of-mouth and inspiring customers to share their unexpected experience with friends, family, and social networks.

The Surprise and Delight movement has also fundamentally changed the culture of all our member interactions. Every employee is encouraged to take the extra time to make a personal connection with our members. To date, we have made 50,000 personal connections via the Surprise and Delight program, exceeding our goal by 100x.

“Through Lithium, we can also utilize social listening to maximize our impact on our customers and provide even more memorable experiences.”

— Anna Pettus, Sr. Director Strategic Operations, TechStyle Fashion Group

What’s next for you?

As TechStyle moves toward the future, we continue to expand our digital touch points and capabilities. We’re expanding and personalizing our use of Lithium SMM for Service. We are exploring new communication channels such as SMS and Amazon Echo integration.

As TechStyle moves toward the future, we continue to expand our digital touch points and capabilities. We’re expanding and personalizing our use of Lithium SMM for Service. We are exploring new communication channels such as SMS and Amazon Echo integration.