We specialize in optimizing customer experience, and are experts at doing so at the point of conversations between your agents and your customers.

1. 1www.STARTEK.com
ThisSTARTEKclientisaleadingmember-basedretailclubthatprovidesconsumers with high-
quality,brand name merchandise and superior customer service. With over20,000
employeesandapresenceinover15states,itsmissionistoprovide an outstanding customer
experience to itsnine million members. At eachlocation, memberscanenjoyone-stopretail
andgroceryshoppingwhileexperiencing significantsavingscomparedto supermarketsand
otherretaillocations.
The Challenge
Since the retailer’s inception, its mission has been to
provide an exceptional customer service experience
by focusing on the needs of individualconsumers
rather than small businesses. In support of this
mission, various departments within the organization
were responsible for handling member inquiries
received via phone, email and comment cards.
However, as the retailer grew, its internal resources
were no longer able to keep up with the increased
volume of member inquiries. Additionally, manual
processes, limited reporting and the lack of a contact
management system made it difficult to capture the
valuable customer insight needed to deepen and
extend its member relationships. The retailer needed
a Customer Lifecycle Management partner with the
right tools, strategies and resources to support and
grow its members.
The Discovery
The retailer was first introduced to STARTEK in
2005 when it issued a request for proposal to a
select group of third-party outsourcers. The retailer
was searching for an outsourcing partner who
could provide an enhanced member experience
as well as a dedicated contact center staff to
handle its increasing member care volume and to
provide care during holiday hours. Additionally, the
retailer was looking for a way to measure and track
program initiatives and member careprocesses.
With its integrated suite of data analytics,contact

2. 2www.STARTEK.com
management, direct marketing and print and
fulfillment solutions built on proven methodologies
and extensive insight into customer behavior,
STARTEK presented a solution that not only met
the retailer’s requirements but also provided the
framework for a strategic, long-term partnership.
The Solution
Realizing that the retailer’s primary goal was
to create and foster the ultimate member
experience, STARTEK partnered with the
retailer to define that experience and developed
acomprehensive solution to provide care for
its members throughout the entire customer
lifecycle. STARTEK’s member care solution
focused on the contact center to give the retailer
a single view of its members. The solution
encompassed contact management, knowledge
management, priority care, fulfillment services,
quality assurance and reporting.
CO N T A C T MA N A G E M E N T
STARTEK began by creating a customized contact
management system to house the retailer’s mem-
ber interaction data, including member spend and
membership renewal history as well as reasons for
previous inquiries. Utilizing this centralrepository
allowedSTARTEK’s CSRs to initiate, track and
resolve member inquiries across multiple contact
channels, including phone, email and written
correspondence. During each interaction, CSRs were
able to provide members with improved access to
product informa- tion and retail locations as well as
the ability to opt-in to mailing lists. Additionally, CSRs
could perform call history and member searches to
obtain more information about the member and his
communica- tion preferences and past service
issues. STARTEK also expanded member care
service availability with added weekend and holiday
support, thus improving the overall member
experience.
Toassist the retailer with email management, the con-
tact management system automatically imported new
emails into the database so that CSRs could read and
respond to member inquiries. Suggested re-
sponses were made available based upon a category
or subcategory keyword search of the email. Addi-
tionally, further efficiencies were achieved throughthe
use of standardized templates, which allowedCSRs
to use predefined responses to commonmember
issues. Tofurther enhance the memberexperience,
response emails were tracked through the system us-
ing a unique ID to ensure that the same CSR handled
and resolved theissue.
K N O W L E D G E M A N A G E M E N T
In order to quickly and accurately resolve member
inquiries, STARTEK built extensive knowledge
base capabilities into its proprietary contact
manage- ment system. Through this tool, CSRs
were able to locate knowledge base articles by
selecting a category, subcategory or article
through keyword or full text searches. CSRs were
then prompted to record whether the article was
helpful or solved the member’s inquiry. This
allowed the knowledge base’s effectiveness to be
continuously measured. Additionally, the retailer’s
management team was able to access the
knowledge base to add and update articles,
ensuring that CSRs had the most accurate and up-
to-date information to support member inquiries.
PR I O R I T Y CA R E MA N A G E M E N T
To give special care and attention to itsmost
valuable members, STARTEK provided the retailer
with a priority care management solution. The
retailer’s reward members had the ability to call
into a separate 800 number that was automatically
routed to the front of the call queue for faster
service. STARTEK CSRs could then provide

3. 3www.STARTEK.com
rewards members with specialized treatment such
as increased service levels and fast-tracked issue
escalation based on lifetime value. Additionally,
CSRs had the ability to view a member’s
profile, and based on his previous year’s spend,
recommend an upgraded membership level —
providing the member with increased savings.
F U L F I L L M E N T SE R V I C E S
By contacting customer care, members could
request journals and coupons whenever they
wanted. After STARTEK’s print and fulfillmentcenter
received the weekly request files and performeda
Coding Accuracy Support System (CASS) address
standardization process, confirmed addresses and
postage were applied to the requested journals and
coupons and immediately shipped to members.
This simple, value-added service provided members
who might have misplaced or never received the
original mailing with the opportunity to obtain special
offers and communication from the retailer.
Q U A L I T Y AS S U R A N C E
To ensure the retailer’s service expectations
were met, we provided a dedicated, onsite
quality assurance staff. The quality assurance
team was responsible for monitoring and providing
developmental feedback to all CSRs. This was
accomplished by monitoring three inboundcalls
and three outbound emails per CSR each week as
well as completing at least five side-by-side reviews
of each CSR permonth.
Additionally, the retailer had the ability to callin
at any time and listen to STARTEK CSRs
handle member calls in real-time. Client
calibration sessions were also held between
STARTEK and the retailer’s internal project
stakeholders on a weeklybasis. By monitoring
the member experience, the
retailer was able to uncover customer insight and
translate it into actionable information for future
campaigns and marketing efforts.
RE P O R T I N G
STARTEK leveraged sophisticated web-based
reporting tools to drive deeper customer and
operational insight and program improvement.
By utilizing COGNOS software andOnline
Analytical Processing (OLAP) technology,
STARTEK’s digital dashboards provided the retailer
with near real-time data and analysis surrounding
its member care program. Through these
reports, the retailer had instant access to member
information across sales channels, communication
channels and ticket information as well as key
performance metrics, including contact statistics,
coupon requests, product inquiries and literature
fulfillment activities. This allowed STARTEK to
continually monitor the program’s performance and
track issues so that processes were optimized and
the desired service levels were achieved.
The Implementation
STARTEK utilized a dedicated implementation team
to handle the build-out and start-up of theretailer’s
member care program within a 120-day period. This
team was led by an implementation manager and
consisted of cross-functional representatives from
marketing services, information technology,finance,
people services, operations and workforce
management. The team was responsible for
ensuring that all STARTEK processes and
procedures, best practices and client requirements
were implemented at the onset of theproject.
Initially, STARTEK recruiters hired 14 CSRs to pro-
vide outstanding care for the retailer’s members.
CSRs received five days of program training and

4. then proceeded to Learning Lab – a controlledlearn-
ing environment with a higher than normal supervi-
sory ratio for additional training. Prior to be trans-
ferred to the production floor, CSRs were required to
successfully pass a certification process that includ-
ed quality assurance monitoring and supervisor eval-
uation. Toensure that members received the best
possible customer experience, STARTEK required
4% of a CSR’s annual work schedule to bededicated
to performance improvement or post-training.
By partnering with STARTEK, the retailer was
able to garner valuable customer insight through
extensive reporting capabilities based on member
interaction data captured within STARTEK’s contact
management system. This enabled the retailer
to better understand its customer base and their
issues and inquiries. Additionally,STARTEK
provided the retailer with the necessary human
capital and flexible, scalable infrastructure to
provide multi-channel support. STARTEK was
also able to further enhance member access to
information by providing automation through an
Interactive Voice Response (IVR) tool, which
provided retail location information, mailing list
opt-ins and other information.
STARTEK wasabletodeliveranenhanced
customer experience for the retailer’s members while
increasing customerloyalty,satisfactionandticket
resolution– allwhilereducingcosts. Infact,within
atwoyear period STARTEK increased the retailer’s
customer caresatisfactionrateto94%andaverage
firstcall resolution to89%.
Today,STARTEK handles more than 95% of the
retailer’s contact center member care program.
Throughout its four-year partnership, STARTEK has
answered more than 820 million member care calls
and 380,000 emails as well as fulfilled over 630,000
journal and coupon requests on the retailer’s behalf.
Since the program’s launch in 2005, the retailer’s
member care program has expanded to approxi-
mately 45 CSRs and currently includes a self-service
IVR system. Additionally, the program now supports
the retailer’s ecommerce website and will soon in-
clude outbound loyalty programs as well as cross-
and up-sell campaigns. Overall, in partnership with
STARTEK, the retailer has lowered its cost to serve,
reduced its cost per call, increased its first call reso-
lution rate, improved visibility into member issues
and improved the overall member experience.
We’re the Customer Relationship Experts.
Building valuable relationships with your customers at any and every stage in the customer lifecycle
takes the right tools and strategies. And nobody offers you more of them than STARTEK. We’re experts
in providing solutions at every touchpoint, from customer acquisition to loyalty and everything in between.
So if you’re ready to drive more value from your customers—and to grow relationships along the way—
visit us at STARTEK.com.
8200 E. Maplewood Avenue, Suite 100
Greenwood Village, CO 80111
Tel. 800.541.1130
www.STARTEK.com
The RESULTS