Hexclad
A cookware brand that uses Kustomer to maintain high customer satisfaction and loyalty!
Challenge
Incomplete and disjointed view of the customer.
Solution
Leverage data in Kustomer on every customer touchpoint to improve the post-purchase experience.
Success
Customer support team interactions with customers lead to repeat purchases and loyalty.
Company
HexClad
www.hexclad.com
Industry
Switched from
Key Outcomes
$100
Higher AOV
21%
Increase in CLV
The Story
Can a company flourish without making customer experience a priority?
Not for HexClad, a cookware brand that has built its reputation on putting the customer experience (CX) at the core of its business. HexClad’s Head of Customer Experience, Michael Ludwig, discusses the strategies they’ve implemented to maintain high customer satisfaction and loyalty.
The Importance of CX in HexClad
HexClad’s commitment to customer experience is more than just talk. As Ludwig points out, “Customers who interact with our support team, or with our brand, typically have an average order value that’s about $100 higher than customers who never engage with us. We’ve found that the lifetime value of a customer, who interacts with our support team, is roughly 21% higher than one who has never engaged with us.” This data demonstrates the direct impact of CX on HexClad’s revenue.
HexClad’s statistics reveal how their support team influences customer purchases. “We recently analyzed data and found that over 27,000 customers made a purchase after speaking with our support team. Of that number, 11% made a second purchase on the same day they interacted with our support team. 31% made a second purchase within a week of contacting our support team.” These numbers prove how a strong customer support team can encourage repeat purchases and boost customer loyalty.
The Role of Kustomer (KMS) in Enhancing HexClad’s CX
To provide an exceptional CX, HexClad heavily relies on Kustomer (KMS), a CRM platform that offers a comprehensive view of the customer’s journey. Ludwig explains, “We pull every omnichannel customer touchpoint into KMS, which gives our agents a complete view of our customer. So, whenever someone reaches out with an issue, our agents can quickly see what’s going on and solve the problem.”
Warranty registrations are another game-changing customer touchpoint that HexClad has been able to integrate into KMS, “We sell on Amazon, Costco, and direct-to-consumer (DTC), and we offer a lifetime warranty on our products. If customers don’t purchase DTC, they can miss out on our lifetime warranty option! To solve this, we created a warranty registration touchpoint so customers who bought on different channels can go to our website and register their product on the rare occasion the lifetime warranty needs to be exercised.
“We pull every omnichannel customer touchpoint into Kustomer, which gives our agents a complete view of our customer. So, whenever someone reaches out with an issue, our agents can quickly see what’s going on and solve the problem.”
Michael Ludwig
Head of Customer Experience
“We pull every omnichannel customer touchpoint into Kustomer, which gives our agents a complete view of our customer...”
Integrating Other Tools into Kustomer
HexClad values the flexibility that KMS offers. “Many platforms aren’t as flexible as Kustomer. Kustomer gives us the foundation we need to get creative and make the experience as smooth and effortless as possible for our customers and our agents,” notes Ludwig.
His faith in KMS is clear when he recounts, “I actually integrated a new tool into KMS and changed the way that customers contacted us on the very day we launched our Black Friday sale. Most people would say that’s insane! Why would you activate a new contact channel on the busiest day of the year? But I trusted Kustomer that the integration would work, and it did!”
HexClad isn’t afraid to experiment with new tools and strategies, even during critical business periods, due to the sturdy and reliable foundation provided by KMS. This level of trust in a platform is essential for businesses looking to continuously innovate and improve their CX.
Post-Purchase Experience at HexClad
HexClad doesn’t stop caring about its customers even after they’ve made a purchase. Instead, they use the data from KMS to further improve the post-purchase experience. “We take the feedback that we get from KMS and collaborate with our growth and retention team to create a series of welcome emails. For instance, we send out an email that addresses commonly asked questions. The goal of this email is to prepare customers for the product, increase their knowledge of the product, and ultimately reduce the need to contact customer support.”
By proactively addressing customer queries and concerns, HexClad manages to lighten the load on its customer support team while simultaneously enhancing the overall customer experience. This excellent example shows how data-driven insights can help companies streamline their operations and boost customer satisfaction.
Utilizing Customer Feedback for Improvement
HexClad doesn’t just collect customer data for immediate solutions; they also employ it for long-term enhancements. “We record every conversation on KMS. We have agents select the reason why a customer is reaching out and the product they’re contacting us about. This uniformity allows us to extract data if needed.” explains Ludwig.
This methodical approach leads the way for trend recognition. As time goes by, the agents identify patterns, and when they notice these trends, they inform their managers. Following this, HexClad probes further. Ludwig says, “We closely monitor our returns platform and always keep our eyes out for any unusual increase in returns. If we see patterns emerging, we’ll check KMS to dig for more information and pull customer quotes to get to the bottom of it and solve the why.” HexClad views customer feedback not as a criticism but as a tool for growth and improvement. By noticing trends and acting on them, they ensure ongoing enhancement of their products and services.
Memorable Customer Experiences at HexClad
For HexClad, creating memorable customer experiences is of utmost importance. These experiences, Ludwig believes, are the foundation of enduring customer loyalty. He shares, “I’m all about surprising and delighting our customers. When the opportunity arises, we love to go the extra mile for our customers. Occasionally, we’ll include a special gift in a customer’s order to show our gratitude for their loyalty to the brand.“
One specific event was particularly significant for him. “During the Hawaii wildfires, we had a few customers inform us that they had just lost everything. Since cooking unites so many, they were looking for help in replacing their much-loved cookware as quickly as possible. We understood that these individuals were already experiencing a difficult time, and we wanted to make their life just a bit easier. We sent out cookware and Instacart gift cards so that these families had one less thing to worry about.“
This story emphasizes HexClad’s strong commitment to its customers and their experiences. HexClad is prepared to go the extra mile and support their customers beyond product-related issues, creating a relationship that extends beyond a simple business transaction.
Wrapping Up
HexClad’s success story stands as evidence of the power of a well-crafted customer experience strategy. By using the capabilities of Kustomer, they’ve managed to create a smooth and personalized customer experience that boosts customer loyalty and business growth. They’ve demonstrated that dedicating time and resources to understand and address customer needs is beneficial in the long term.
Additionally, HexClad’s proactive approach to using customer feedback for product and service improvements ensures that they stay ahead. They’re not only resolving immediate issues but also preventing potential future ones. And finally, their dedication to creating memorable experiences for their customers shows that, at the end of the day, business is all about people. It’s about improving their lives, and that’s precisely what HexClad has been doing and plans to continue doing.
To wrap up, HexClad’s reliance on Kustomer isn’t just about using a tool; it’s about leveraging a platform that allows them to place their customers at the forefront of their business. And that’s why HexClad continues to depend on Kustomer.
