Consumers are on social media almost all the time, making conversation as the new marketing. Hence, L’Oreal revamped its approach to customer service by mixing marketing and e-commerce. In July, the CPG and beauty giant promoted Céline Dumais, a 22-year-old exec at the firm, to the newly formed position of global chief customer care and experience officer to carry out the transformation.
The French personal care company has seen notable growth during the pandemic. This year, the biggest jump has been in e-commerce, which is up 60 percent.
Hence, L’Oreal is increasingly focusing on customer service and experience, especially through online conversations, to meet the needs of its customers who are shopping online while being at home better.
L’Oreal’s transformation, in collaboration with Sprinklr, a customer experience management tool, focuses on a “100 percent responsiveness program” across markets, Dumais says. “If we want to be leaders in marketing, we have to have leadership as well in how we serve our consumers.”
For instance, L’Oreal has been training its beauty consultants since the beginning of the pandemic, who usually work in shops to pass their skills online so that they can continue to serve consumers shopping via e-commerce. This advancement is assisted by new devices, such as a platform that allows users to use virtual reality to digitally try on make-up.
Ultimately, L’Oreal strives to “align all teams with different expertise so that you don’t have the old model, with one thing being handled by a customer service individual and a group manager doing another with different resources,” says Dumais. “It’s shifting from a case mindset to more of a conversation mindset.”