Goldria - Maintaining 20 Years of Customer Loyalty

The rising prices of precious metals has enticed many to join the jewelry market in Korea, over the last decade. Many of them expecting to ‘strike gold’ selling jewelry on the streets of Jongno, which is now the mecca for trade and commerce of a variety of valuable metals and accessories in South Korea. Goldria, a company with 20 years of operational history online, recently opened up a new offline store in the heart of Jongno, wanting to provide its customers a physical location for repairs and other in-person services for their products. The company sells 14k and 18k jewelry through their platform, with products targeted towards customers ranging from their early 20s to late 50s. They emphasize the need to not only stay trendy and up-to-date on designs, but also maintaining product quality. To top things off, their sophisticated designs are brought to life through almost 30 years of experience and craftsmanship in the jewelry industry. Goldria recently discovered Channel Talk amid searching for a chat solution that could streamline their customer service, and improve their overall retention.
Purchasing jewelry is fairly straight forward in an offline scenario. We walk into the shop, pick the design, try it on, talk prices and walk out with the new jewelry in-hand. But for online transactions, there’s a lot that we can’t verify with our own hands and eyes. As it is for many high-involvement products, (for example, luxury fashion goods or high-end tech products,) products in the jewelry industry often require significant communication between the company and customers prior to purchasing. Customers ask about customizations, material, quality, delivery, repairs, etc., so it’s important for customer service representatives to manage inquiries and relay correct information to customers if the company wants to convert them into buyers.

With Channel Talk, Goldria was able to reduce phone and bulletin board inquiries making it easier for them to keep track of interactions between service agents and customers. Response times also improved as there were no queues or a need to sign in before getting help. By making these improvements, they were able to increase customer satisfaction as customers didn’t need to wait for simple answers, and the fast response times showed customers that their needs were not being ignored. The overall ease of communication also enabled the limited staff of Goldria to take on packaging tasks while still ensuring their customers were not being neglected.

Marketing was also a big concern for Goldria. Customer acquisition was a priority for them, but with no way to retain the precious traffic landing on the site, their resources would have gone to waste. To counter this, they implemented Channel Talk’s retention marketing features to ensure that they were getting their moneys worth from their investments. The automated chat bot messages informed customers of sign up bonuses, sales and monthly events, grabbing the attention of their visitors and guiding them towards the chat feature. From there, customer service agents were able to further educate and inform customers about their products, creating opportunities for dialogue, and opportunities for sales and conversions. They were using Channel Talk’s marketing feature exactly the way it was designed to be used.

For Goldria, Channel Talk is precisely that, a channel, which allows the company to take a step closer to its customers. The company stated that their efforts to improve their service was well received by their customers, as many of the incoming calls changed from inquiries, to casual phone calls thanking them for their help and detailed consultations. The company plans to continue to maintain their quality of service, while also looking for other ways to improve their product line in the future.