This document discusses the evolution of customer care from traditional methods to social media and messaging platforms. It describes how Stitch Fix uses a combination of human agents and automation through bots to provide personalized customer service across multiple channels. By automating common tasks through bots and having agents handle complex issues, Stitch Fix aims to provide a unified customer experience while freeing up agents' time. The document advocates a hybrid model of automation and human relationships to deliver effective social customer care.

1. Agents, Bots and
Where They Meet:
The Next Iteration of Social Customer Care

2. VP, Product Marketing
Spredfast
Josh Rickel

3. CONFIDENTIAL
Evolution of Customer Care

4. CONFIDENTIAL
OR =
!
Traditional Customer Care

5. CONFIDENTIAL
=
!
Web Chat

6. CONFIDENTIAL
Users
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
2B
0
Rise of Social

7. CONFIDENTIAL
Change of Behavior
Mobile
Photo/Video
24/7/365
Immediate

8. CONFIDENTIAL
RIP
Messaging Ecosystem

9. CONFIDENTIAL
Messaging

10. By 2019, requests for customer support
through consumer mobile messaging apps
will exceed requests for customer support
through traditional social media.
Jenny Sussin
Gartner Market Guide of Social Service
Applications, October 4, 2017

11. Head of Product Growth
Facebook
Rita Brogley

12. Client Experience Supervisor
Stitch Fix
Rachel Daily

13. PROPRIETARY AND CONFIDENTIAL
We are an online
personalized styling service
that is transforming how
people find what they love.
WHAT IS STITCH FIX?

14. PROPRIETARY AND CONFIDENTIAL
BUT WHAT DOES THAT MEAN?
● We believe that human Stylists and Client
Experience agents blended with Data Science
make the process of finding new pieces that
you’ll love rewarding and long lasting.
● We customize every Fix that goes out just for
you. Because of that, no two Fixes are the same.
● Our goal is convenience. We find you the clothes
that fit you great, make you look and feel your
best, and give you much needed time back.

15. PROPRIETARY AND CONFIDENTIAL
● Personalization is the backbone of
our organization.
● Everything we do is designed and
built with the idea that art and science
and work together successfully.
● We build tools that create efficient
workflows and automate things in
order to free up time for our teams of
human stylists and agents to create
highly valuable human experiences
for our clients.
● We want our team to be able to focus
on the important elements of their
role and be more human humans.
The rest, we can automate.

16. PROPRIETARY AND CONFIDENTIAL
FOR EXAMPLE: THINGS WE CAN AUTOMATE
“Can I exchange this
dress for a different size?”
“Can I reset my password?”
“Can I return the items I
didn’t keep at a later date?”
“Can you tell me what my tracking
number is for my shipment?”

17. PROPRIETARY AND CONFIDENTIAL
VS: THINGS WE
SHOULD NOT
?
?

18. PROPRIETARY AND CONFIDENTIAL
SO HOW DID WE DO THIS WITH SOCIAL?
CLIENT EXPERIENCE = SOCIAL CARE
● Start small
● Divide and conquer - Marketing vs Client
Experience
● Staff with strategic thinkers and high level problem
solvers
● Lean on those who know your clients & your
product best
● Meet your clients or customers where they’re at
● Follow their entire history with you
● Scale once that framework is in place

19. PROPRIETARY AND CONFIDENTIAL
● Top performing agents know how to
solve problems quickly and efficiently.
● By moving our social response team
into Client Experience, we can solve
issues on a multitude of platforms and
meet our clients where they want it
most.
● If someone finds us on Twitter but
would rather talk to us on the phone,
our team is able to become a one stop
shop for that client and can resolve
their problem quickly and on the
platform they prefer.
● Our brand voice is unified.

20. PROPRIETARY AND CONFIDENTIAL
AUTOMATION + RELATIONSHIPS = SOCIAL CARE
● Utilizing Facebook Messenger bots, we have
automated how clients tell us what they like
within our largest social media platform.
These likes and dislikes are then relayed to
their personal Stylists.
● By gamifying aspects of our page and
engaging our clients in a unique way, we are
seeing that the result is more authentic and
organic conversational postings across our
social accounts.
● By leaning on human Client Experience
agents to handle everything that is not being
handled by our messenger bot, we’re able to
engage our audience with timely, fun, and
authentic responses.

21. PROPRIETARY AND CONFIDENTIAL

23. CONFIDENTIAL
Q&A
Spredfast Stitch FixFacebook
Josh Rickel Rachel DailyRita Brogley