Translating iconic experiences to a digital space with Aesop’s Carine McGinnity

On this episode, we’re joined by Carine McGinnity, Global Head of Customer Communications and E-Commerce at Aesop. Carine shares her insights on Aesop’s journey through digital transformation, emphasizing the importance of integrating a seamless online customer service experience that mirrors their renowned in-store interactions. We delve into the strategies and technologies Aesop has leveraged to enhance customer engagement across digital platforms.

Key Takeaways:

(00:43) Aesop’s transition to digital and maintaining brand integrity online.

(02:38) The catalysts for Aesop’s digital transformation and global expansion.

(03:56) Utilizing a diverse set of customer service channels to enhance global support.

(05:13) Integrating Zendesk for cohesive customer service experiences.

(07:09) The importance of comprehensive training for digital customer service representatives.

(09:26) Adapting customer service strategies to cater to market-specific needs.

(11:01) Aiming for efficiency without sacrificing human connection in customer service.

(14:30) Investing in people and technology to reflect positively on customer experience.

(17:07) The impact of personal touch in customer service on brand perception.

Resources Mentioned:

Carine McGinnity - https://www.linkedin.com/in/carinemcginnity/

Aesop - https://www.linkedin.com/company/aesop/

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