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Avon achieves record-high customer service levels thanks to independent outsourcer

Global beauty brand Avon has announced a five-year high in its customer satisfaction levels thanks to its partnership with Kura, a UK-based market leader in customer service outsourcing.

Nearly 2,000 hours were saved during the collaboration through insight and development. Failure demand was reduced by five per cent, and the success of the first phase in Avon’s digital transformation confirmed the value of Kura as a strategic partner to the company.

Rob Smith, head of contact centres for Western Europe at Avon, said: “Kura provided the best overall solution, and from the outset, it was clear our cultures aligned. The business asked a lot of questions to get to know Avon and our requirements.

“We have a collaborative relationship that is helping us improve the experience of our representatives. We are currently achieving the highest levels of satisfaction in over five years, and this is a testament to the way Avon and Kura work together.”

Avon provides its 6.4 million representatives worldwide with customer support and account management services. The business wanted to move its services to a smaller and dedicated partner who could provide highly skilled customer advisors as well as an omnichannel solution.

Smith added: “We continue to work with Kura to improve the representatives’ experience, and we’re currently developing real-time repeat contact insights to help operational teams adapt conversations and identify external influences.”

Brian Bannatyne, CEO at Kura, said: “One of the key elements of our successful partnership has been our commitment to Avon’s values. Together, we have achieved an outstanding RepSat score of +85, the best score in over five years, due to the skill of the advisors and the operational efficiencies that cut out labour-intensive tasks from the advisor’s workload.

“We’re now working on the next phase with Avon, which aims to further enhance their customer experience and drive growth.”

Kura encompasses multiple high-performing outsourcing teams based in South Africa and the UK, a thriving data science function, and an award-winning software company, Inisoft.