Nautilus

Avtex Provided the CX Strategy Support Nautilus Needed to Improve Customer and Employee Satisfaction

Since 1970, Nautilus, Inc. has been a revolutionary force in the fitness world. Serving millions of customers around the globe, Nautilus, Inc. offers a wide range of strength training and cardio equipment from their family brands – Bowflex, Nautilus, Schwinn Fitness, and Universal – including upright bikes, recumbent bikes, elliptical, treadmills, dumbbells and more.

Timeline
3 Months

Avtex Services
CX Discovery Workshop
Customer Journey Mapping
CX Strategy

Key Benefits
– Faster resolution times and fewer call escalations

– Improved customer satisfaction

– Increased rapport between employees and customers

– Improved morale and employee satisfaction within the customer care center

Offering a quality product to its multitude of customers is but one of the organization’s goals. Nautilus is also committed to providing exemplary service and support to each and every one of their customers.

As soon as we completed department-wide training, we saw an immediate change with the overall excitement throughout our call center.

– Jennifer White, Nautilus

The Challenge

For many organizations, maintaining a commitment to quality customer interactions is a challenge involving a wide range of moving parts and departments working in tandem. Nautilus faced the additional challenge of riding out the ripples of the 2008 recession and the impact it had on revenues and profitability. Now in the midst of a return to growth, Nautilus wants to ensure it delivers and exceptional customer experience with the products they sell.

For help in improving that customer experience and increasing the effectiveness of its customer care organization, Nautilus turned to Avtex.

Results at a Glance

“While we expected the experience for our customers to greatly improve, what we didn’t anticipate as the overwhelming positive response from our CSRs.”

– Jennifer White, Senior Manager of Customer Care

The Solution

Employing the Customer Experience Optimization (CXO) approach, a comprehensive assessment and analysis of a contact center’s people, process and tools, the team at Avtex, in collaboration with the leaders at Nautilus, worked to identify opportunities to improve customer service.

During the initial discovery phase of the project, the Avtex team reviewed several factors, including:

  • Strengths and areas of improvement of the current customer service experience offered by Nautilus
  • Employee skill sets as related to customer service operations
  • The effectiveness and efficiency of existing processes and tools

Following its extensive review, the Avtex team offered Nautilus recommendations for creating an effective customer experience strategy initially centered on the activities within customer care. This analysis included process improvements, technology utilization, agent training and more. Each finding, and subsequent recommendation, was carefully designed to help Nautilus reach its end goal of improving customer interactions.

After much collaboration, Avtex and Nautilus identified the specific improvements upon which Nautilus wished to focus. In the end, Avtex helped Nautilus better define its customer experience strategies, refine business process flows, establish key metrics and identify the ideal attributes of agents.

The Results

Since implementing many of the recommendations offered by the Avtex team, Nautilus has experienced increased efficiencies across the customer contact center. The center has enjoyed faster resolution times and fewer call escalations, leading to improved customer and agent satisfaction. Employees have received positive feedback from customers, and have encountered more enjoyable interactions with those customers. The morale boost has further increased the effectiveness of the customer service team.

“While we expected the experience for our customers to greatly improve, what we didn’t anticipate as the overwhelming positive response from our CSRs,” said Jennifer White, Senior Manager of Customer Care. “As soon as we completed department-wide training, we saw an immediate change with the overall excitement throughout our call center. We are now also focused on continued training through 2016 and beyond to support the efforts we implemented in 2015.”

The success of the project has also received significant attention from other departments throughout Nautilus. Since the project began, several cross-functional conversations have occurred, helping the organization identify other improvements that may have been missed.

“As we’ve executed changes, it’s been gratifying to see how interested other departments have been in our success, and how willing everyone is to make changes that improve our customer’s experience,” said Linda Sorensen, Senior Director of Customer Contact. “What we started in our department may very well have an impact on the rest of the organization.”

In the end, many of the team members at Nautilus feel that the organization has become much easier to do business with, and that customers have a more enjoyable experience when interacting with the company.

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