Avon logo
Client

Avon

Business type

Retail

Business area

Multi-channel & multi-lingual customer service

“Throughout the process, Contact Centre Panel were on hand to support and guide, from finding the right partner to ensuring our commercial terms aligned with our original requirement. The support, guidance and direction from Contact Centre Panel throughout our process was been fantastic and with their help we found the right partner for our business.”

Robert Smith, Head of Contact Centres Western Europe, Avon

Avon is a multinational cosmetics, skincare, fragrance and personal care company, based in London. Avon had annual sales of $5.57 billion worldwide in 2019. It is the fourteenth-largest beauty company and with 6.4 million representatives, is the second largest direct-selling enterprise in the world.

Avon has used Contact Centre Panel on two separate assignments. They were so impressed with how we managed to resolve their initial challenge that they chose to work with us again.

Requirement 1
Client challenges & requirements

Avon’s initial requirement was to identify a new outsource contact centre partner that would be able to deliver a cost-effective, multi-channel customer service solution supporting the Avon representatives based in the United Kingdom.

The incumbents were two large Indian based BPO’s. One of which had an 11 year relationship with Avon. They wanted to move to a smaller and more dedicated partner, who would deliver a multi-channel solution via a dedicated team of fully trained advisers through an hourly rate commercial model. The incumbent’s commercial model was based on cost per contact, which delivered limited first call resolution. There was no preference regarding location, although, Avon believed that moving to a UK based outsourcer may cause a commercial challenge.

Solution – how we helped

We identified outsourcers across a wide range of geographies (South Africa, UK and near shore). Avon’s selection criteria were as follows:

  • Exceptional customer service – they wanted to dramatically improve the current outsourcers reputation within the Avon representative community
  • Multi-channel – with a focus on the channels that the representatives used to communicate amongst themselves
  • No language requirement other than English
  • Ability to empathise with the Avon representatives
  • First call resolution
  • The ability for the outsourcer to provide the technology to support the function

We ran an interactive process structured by Contact Centre Panel in conjunction with Avon. It started with engagement with their procurement team to agree on the process and develop a brief. Then the brief was shared and signed off by the key stakeholders within Avon before being distributed to select members of our network. Thirteen outsource partners were selected from our extensive network, each of which delivered presentations at Avon’s head office and were asked a range of questions. Following this all the submissions were scored, using Contact Centre Panel’s scoring matrix, by the Avon stakeholders. A shortlist was drawn and proposals were presented by the selected outsourcers. Stakeholders carried out site visits before making their final selection.

After selection, Contact Centre Panel provided support on the contract and schedules and our Partnership Team supported transition and go live.

Requirement 2 – Western Europe

Avon has used Contact Centre Panel on two separate assignments. They were so impressed with how we managed to resolve their initial challenge that they chose to work with us again.

Client challenges & requirements

Following our first assignment, Avon needed assistance with their Western European contact centre cluster (excluding UK) – moving Avon’s inhouse customer service operations situated in Italy, Germany, Portugal, Spain and Greece to one outsourced multi-lingual, multi-channel provider. Reducing cost while maintaining the high standards of representative engagement and satisfaction.

Contact Centre Panel were asked to aid the process of selecting an outsourced partner for the rest of Western Europe. The requirement being to transition their five inhouse operations to one single multi-lingual outsourcer.

Avon’s primary objectives were:

  • Reduce overall cost
  • Maintain/improve Avon representative satisfaction

The criteria for selection were different from their first requirement and were as follows:

  • Maintenance of the exceptional customer experience delivered by the inhouse operations
  • Rapid deployment
  • A low cost location
  • Multi-lingual
  • Multi-channel
  • The ability to, if required from the single or multiple sites, support Avon across further geographical clusters

Due to Covid-19, the process of selection was carried under constraints and selection had to take place without physically meeting the outsourcers or visiting their sites. However, we managed to maintain an interactive process, similar to our first assignment, which was once again supported by Avon’s key stakeholders including procurement.

The selection exercise was concluded in six weeks, with the shortlist of two presenting to the main Avon Board before making their final selection.

The result

For both of Avon’s differing requirements, we were able to draw upon our network to deliver two exceptional panels of outsourcers to Avon. Our interactive process enabled us to work closely with Avon to find the right solution, which included cultural alignment and commercial suitability.

We provided additional expertise to support Avon throughout the selection process and onto go-live including direction on technology, PCI compliance and GDPR.

Our first assignment has delivered a significant improvement in Avon representative engagement and satisfaction. Whilst, the second solution of moving from inhouse to outsource will deliver savings of 25 – 30%.

Contact Centre Panel continue to support Avon on both requirements.

Client comment:

Where do you start when looking for an outsource partner?  We had specific requirements we were looking for and not being familiar with the world of outsourcing, we needed to find someone who could help us.  Contact Centre Panel helped us to understand the options in the marketplace and the size and scale of partner we would need.   They quickly understood our requirements and created a specific scope for languages, technology, and our global requirements, introducing us to a range of potential partners who could meet our needs.  Contact Centre Panel then supported us through the selection process and the transition to our new provider, paying particular attention to supporting with the commercial and legal process. I should also say all in record time as we had very ambitious deadlines.

Throughout the process Contact Centre Panel were on hand to support and guide, from finding the right partner to ensuring our commercial terms aligned with our original requirement.  The support, guidance and direction from Contact Centre Panel throughout our process was been fantastic and with their help we found the right partner for our business.

Robert Smith, Head of Contact Centres Western Europe
Avon