Competing Outsourcers Spur Customer Care Improvements at ASOS.com
As part of APQC’s research into best practices surrounding business process outsourcing, APQC Principal Research Lead Kelley Pruetz interviewed Daryl Wilkes, the director of customer care at global fashion retailer ASOS.com. Now in his fifth year at ASOS, he’s played a major role in the transformation of ASOS customer care, building a digital care function from scratch, delivering a brave channel strategy, and helping evolve the customer care function to a fully live operation for ASOS customers.
Wilkes described the advantages of outsourcing live customer chat and other back-office processes. Pruetz and Wilkes discussed the strategy and tactics that led to positive outcomes for ASOS and insights relevant to other organizations.
Their discussion has been edited for length and clarity.