A Marriage of Convenience: Marketing and Customer Care Team Up at Overstock.com

Posted: 12/16/2010

Marketing and customer care don’t talk to each other! This is the rallying cry of so many of you in both marketing and the call center. But one company—Overstock.com--has done the impossible. With the help of Stormy Simon, Senior Vice President of Marketing and Customer Care, the online retailer of brand names at clearance prices, has moved to a #2 spot among all U.S. retailers.* In this sit-down interview Simon discloses the key to Overstock.com's customer-centric formula after keynoting the IQPC Call Center Summit.

Overstock.com’s CEO Patrick Byrne knows the value Simon has brought to the entire company. Byrne said, "I have learned a lesson I wish to share with corporate America: if you want to make your company customer-centric, just take the most stubborn, unbending, hard-headed, customer-loving employee you have, and put her over customer service. The company gets customer-centric quicker than you ever thought possible."

As a non-risk averse customer champion, with the leadership of Simon, Overstock was able to do a make-over on their customer service offering. Simon has achieved customer service excellence and improved brand strategy with a handful of methods. This includes a certification and online education programs for call center representatives in addition to an implementation of CRM software by RightNow Technologies. Both of these tools improved the responsiveness of Overstock.com’s call center representatives.

Simon is proud to say she is ambitious about the customer experience. To improve the customer experience Simon wasn’t afraid to move against the grain in her call center management tactics. Find out what's in the secret sauce of the Overstock.com call center in this interview.

*Rankings published by the National Retail Foundation and the American Express Customer Service Survey

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