Casabello - Using Customer Service to Make Sales and Increase Conversion
The following blog includes:
- An introduction of Casabello
- Casabello’s unique customer service focus
- The effects of customer service on conversion
- How Channel.io has helped improve Casabello’s customer service
We have to admit, at the height of the pandemic, many of us found ourselves spending more time scrolling through old movies on Netflix than we would have liked to. Spending so much time in our confined little homes, it’s no surprise that we began to notice the much needed update to our home decor. This was reflected in the market with the rising interest in homeware. Jin Seon Yun!, CEO and owner of the brand Casabello, recognized this opportunity, and launched her ecommerce store, selling a carefully selected collection of homeware. As the brand name states, ‘Casa’ which means ‘the house’ or ‘the home,’ and ‘Bello’ which means ‘beautiful,’ the CEO explained that she began her ecommerce journey with the mission to help people create beautiful and happy homes, which could in turn help create a happy society. Yun commented,
“I believe the cornerstone of a happy family is a healthy table. There’s a saying that what we put in our mouths can have an impact on up to three generations, and it’s important to be careful about what we eat, and the spoons and dishes we use on a daily basis. For me, it was a pity to see items being sold on the market indiscriminately, and I wanted to make a difference by providing healthy and high quality homeware to people looking to create healthy homes for their families.”
Having 15 years of experience as an online MD for European products under her belt, Yun came to appreciate and developed an eye for high quality homeware in the middle of her career. Now sourcing in Korea for products of same or similar quality, she’s launched her ecommerce business targeting a North American audience, hand-in-hand with Channel.io’s business communications platform as her go-to customer service solution.
Going Above-and-Beyond - Casabello’s Customer Service
Listening to customers is important, but you have to have a clear understanding of what it is that you’re listening for. “The customer is always right” is often misinterpreted as giving customers everything they want, but it doesn’t mean businesses should blindly oblige all customer requests without purpose. For Casabello, the purpose was pretty clear. Yun wanted to know what was most popular among her clients, and was ready to go above-and-beyond in order to find out.
“To be honest, I didn’t care what reason the customer had, I just did everything for the customers if they requested it. I did it because I wanted to find out what products my customers really wanted. From sourcing specific items, to even paying for certain products on their behalf, I didn’t hesitate to personalize the experience and help them get what they wanted, and it really helped me grasp a stronger understanding of what items would be popular among my niche customers in the future. This was essentially how I started and I didn’t expect to find this kind of success in such a short period of time.”
It was this unwavering belief that her customer service would be rewarded down the road, that has helped Casabello establish itself as a strong up-and-coming ecommerce company with no signs of slowing down.
“I didn't expect to find this kind of success”
Challenges of a Start Up Ecommerce
For every start up business, there’s always the challenge of staying competitive in a saturated market. Homeware is no exception. Casabello was able to overcome this challenge by building and maintaining a strong following of loyal customers. The CEO stated that she was able to do this by continuous conversations with her customers.
“Even though my customers are in North America and I’m out here in Korea, I invested all my attention, time and focus on direct communication with customers. This helped me create new leads, increase sales, and build rapport with my customers. I spoke to them so frequently that many of them said that they feel like they’re talking to a distant relative. For me, I think there were two things that helped me find success. The first was making sure I was sourcing quality products and the second, communicating with customers regularly and making sure that they’re not waiting for a response.”
“This helped me create new leads, increase sales and build rapport”
Another challenge that Casabello faced was the distance. Dealing with overseas customers required reassurance that Casabello was trustworthy.
“I actually learned the importance of customer service and its impact on business from my previous experience of sourcing. I learned that trust is a big issue for overseas customers and the importance of having a solid refund policy. To be honest, many of the items I sold, the customers could have sourced them on their own, but the reason I think they ordered through Casabello was because I made it a point to provide unlimited refunds or replacements for damaged products. It didn’t matter if it was 6 months or 1 year after purchasing, I provided refunds and replacements for any damaged goods. Yes, this created losses sometimes for the company, but I think because the customers knew I was going so far to ensure they were getting the best service, customers made it a point to order extra items to make up for the extra expenses which ultimately increased the overall revenue and income.”
Channel.io’s Solution to Customer Service
Channel.io’s mission is to simplify and streamline communication between businesses and their customers. As a company that believes that a business should be customer driven, Casabello offered opportunities for great chemistry. With the addition of Channel.io to Casabello’s business operations, the company was able to realize the benefits right away.
“I could finally sleep at night.”
“Another challenge that I had was dealing with the time difference. But with Channel.io’s automated chat bot system, I could finally sleep at night. That made things much easier for me as I could get some proper rest. Even if it’s an automated message, the experience is different from getting no response. Customers actually waited for a response from me without complaints. Because of the immediate responses some customers didn’t even know I was living overseas.”
“The conversion shot up to 44%!”
Aside from the live chat and chatbot systems, Channel.io also provides a marketing features that helps with retention marketing, and increasing average transaction value for existing customers. Casabello recently saw conversion rates increase by 44% after setting up ‘sale-ending’ campaigns.
“I was actually running this campaign manually before, but after automating the campaign with Channel.io’s marketing feature, I was able to target all customers without missing a single person and the conversion immediately shot up to 44%!”
What’s Next for Casabello?
The CEO of Casabello hopes that through her business she will be able to help customers overseas live happier and healthier lives through their products, and eventually increase their operation size to get involved in wholesale of her products in the future.
“I honestly think that the current success that I’m seeing is the result of the synergy with Channel.io. Now that I’m getting the hang of Channel.io’s marketing features I plan to expand my customer base by increasing the number of campaigns. It makes me happy to see my company grow, and to see so many people talking about and appreciating the products that Casabello provides. To me, Channel.io is like a smart and friendly colleague that’s allowing me to sleep at night without worrying.”
“The current success is the result of synergy with Channel.io”
Casabello's Homepage: https://www.casabelloshop.com/