
These measures are necessary, Graham insisted, as automated systems increasingly handle routine questions like order statuses, leaving humans to handle the more complex questions. SSCs are expected to answer questions on a variety of topics, such as which product would work best for a customer’s specific needs. The company also hires skilled workers like plumbers and electricians to answer technical questions.
As Forrester analysts often note, personalization creates a better customer experience. Wayfair has made it a point to enable employees to “own” customer issues from beginning to end, according to Graham. For example, when customers click on the “Call Us” link on Wayfair’s website, they are assigned a unique phone number that lets the associate connect the call with the customer’s browsing history to understand the context of the call. SSCs also give customers their direct email address for post-interaction follow-up to create an even more personalized experience.
Wayfair’s investment in its customer service appears to be paying off. The company, which went public in 2014 and has about 5,700 employees, recently reported a 32 percent YoY increase in Q1 revenue. The company also said the number of active customers using its websites reached 8.9 million by the end of March, an increase of about 46 percent year over year.
At the same time, Wayfair has yet to turn a profit. And the company faces steep competition from companies like Amazon, which was famous for being unprofitable until it began surpassing profit expectations. Amazon is making a major push into online furniture with its new furniture seller program and is rumored to be developing augmented reality furniture stores. But as long as Wayfair and Amazon continue to place a premium on customer experiences, regardless of which company comes out on top, the customer wins.