With Customer Experience (CX) being a top digital transformation trend this year, as a marketer, I find myself paying more attention to how I interact with brands and how they interact with me. Earlier this week, I was searching for something to send to my friend for her 30th birthday. We live 5 hours apart, and I knew that I wasn’t going to be able to celebrate with her on the day she turns 30. I found a really pretty bolero on luckybrand.com that I thought she’d like.
In order to save time and money, I wanted to have the item shipped from Lucky Brand directly to my friend’s address with a gift message (or even better, gift wrapped for me). I didn’t see an option for this in check out, so I opened a live chat on the website to see if anything could be done. The person I spoke with took awhile to respond to my inquiry, but ultimately they let me know that they do not offer gift wrapping. They then said that there is an option to add a gift message in the checkout process. I figured I must’ve missed it and thanked the rep for helping me. I closed out and then proceeded to try to place my order. I went through the whole checkout process, adding shipping address and payment, before getting to the “place order” button. I couldn’t find a gift wrap option anywhere.
I opened another chat and was greeted by a new rep. I repeated everything I told the first rep and this time said that I was told there was a gift wrap option, but I wasn’t able to find it. The rep asked me to hold while they looked into the issue. After a couple of minutes, the chat reset and I was greeted all over again by a new rep. At this point I felt very frustrated. I explained myself all over again, and the rep continued to almost redundantly repeat how sorry they were and how they understood why I was frustrated. It seemed a little overkill; I just wanted to get an answer. While I understand the need to have empathy, at this point a simple one line apology would be fine and then cut to the chase. I waited while the chat said the rep was typing for what felt like 5 minutes. After finally being tired of waiting, I closed the chat and decided not to buy the bolero.
I feel that Lucky Brand could improve its CX by keeping a history log of every customer (I had to put my name, email address and phone number in a form before starting the chat), so that each new rep could be caught up on what the customer is reaching out about. Also, the customer service team should provide accurate, timely information. How do you think this situation could have been improved?