A Look at How YETI Improved Their CX with Service Cloud

July 18, 2016 Jiordan Castle

Whether you’re prepping for a picnic, a days-long hike through the wilderness, or in the market for a top-of-the-line graduation gift for an outdoorsy grad, YETI Coolers has you covered. YETI doesn’t just make high-end coolers; they make one-piece, seamless, polyethylene coolers so durable they boast that “even your biggest buddy can jump up and down on it without caving in the lid.” If that’s not a testament to quality (or a worthy challenge), I don’t know what is.

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But while YETI makes incredible, long-lasting coolers, as a relatively new company, their internal processes were considerably less stellar, scalable, and seamless. YETI grew quickly — with new team members and customers flocking to their cause — and they faced a painful yet typical growing pain: they didn’t have the infrastructure to support their growth. (For instance, employees were tracking support items in spreadsheets and in Gmail by simply color-coding and marking emails for follow-up.) And because many of their processes were still being formed, there was no precedent or standardization for employees to follow. The Customer Experience (CX) was inconsistent, with too many variables in both their messaging and resolution time.

The growing need for repeatable, standardized processes

YETI wanted more efficient, insightful customer service processes — the type of innovation that would benefit both their workers and their customers. They wanted to be able to report on agent activity, track what customers were doing, and provide closure for customer issues without having to dig through inboxes to increase the quality of their customer service.

That’s where the Appirio team came in. YETI partnered with Appirio during an initial define-and-design phase in order to examine existing business processes and help Appirio establish standardized processes and communications with customers. From there, a roadmap was laid out for YETI to follow to improve the CX.

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Automating and tracking CX efforts with Salesforce Service Cloud

Appirio deployed Service Cloud in order to automate and track service efforts — complete with reporting and dashboard functionality with production metrics (e.g., closed cases within a given time frame, case statuses, etc.). Service Console was set up to help YETI’s customer service teams view all the data necessary to help customers and fulfill service requests within a unified view of a customer’s support cases; Chatter was implemented for enhanced collaboration between service agents; email templates were put in place to standardize email messaging to customers, ensuring a more consistent CX.

With Service Cloud, customer support efforts can now be tracked to find areas of improvement; there’s now greater consistency in support turnaround times, and increased visibility helps senior leaders at YETI make better staffing considerations based on case volume. With these changes, standardized processes aren’t only possible; they also enable ease of use. Support agents can easily track and check the status of their individual support efforts in Salesforce (while maintaining the use of email when necessary) and facilitate standardized communications with customers. By partnering with Appirio on their CX transformation, YETI developed customer service processes as seamless and high-quality as their much-loved coolers.

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