Develop A Multichannel Client Contact Center

Ann Taylor drove conversion rates 200% in six years and reduced costs by outsourcing its client contact center operations.

Handling large call volumes resulting from growth and a multichannel venture can be intimidating. It's especially difficult to maintain high-quality service levels when call volumes are increasing. When $2.3 billion Ann Taylor, a women's specialty apparel retailer, launched its online stores, the retailer needed to bring the service in-store customers receive to its telephone lines. Therefore, Mark Ballard, VP of multichannel client services at Ann Taylor, reviewed his options.

Ann Taylor operates 850 stores and sells through two Web sites and 1-800-DIAL- ANN. Ann Taylor wanted to create a client contact center, but it needed to be staffed 24/7, and hiring, training, and managing typical call center turnover seemed overwhelming. That's when Ann Taylor investigated alternatives. "In early 2000, we made the decision to outsource our client contact center to Convergys to provide support for online sales from our www.anntaylor.com site, as well as the 1-800-DIAL-ANN customer service line," says Ballard.