Designing a seamless Omni channel Experiences to reduce customer complaints
CX Challenge:
The brand operated across e-commerce, and physical stores — but key functions were working largely in silos. Customers experienced inconsistencies between online and in-store interactions, particularly across very different purchase journeys such as bridal and casual wear.
The challenge was to bring these functions together to create a single, coherent omnichannel experience — one that felt personalised, consistent, and connected, while enabling teams to better understand customers across touchpoints.
CX Approach:
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Assessed how e-commerce, stores, and customer service operated independently, identifying gaps in experience continuity and data visibility.
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Facilitated cross-functional workshops bringing together head office, digital, and store teams to map end-to-end journeys for distinct customer personas.
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Built shared understanding of the contrasting needs, expectations, and decision-making styles of bridal versus casual wear customers.
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Co-created an enhanced in-store bridal experience, introducing structured appointment-led consultations supported by virtual styling via the e-commerce site
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Supported the selection and integration of appropriate CRM and inventory systems to enable a more unified view of the customer across channels.
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Optimised the website with customisation features, reducing dependency on call-centre support and improving self-service confidence.
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Delivered training for customer service teams, strengthening problem resolution, service recovery, and cross-selling capabilities to support the omnichannel journey.
CX Impact:
The omnichannel approach resulted in a more consistent and connected customer experience across digital and physical touchpoints. The brand saw higher customer satisfaction, reduced complaints and returns, and improved conversion — driven by better alignment between systems, teams, and service behaviours.