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In 2017, adidas was looking for a contact centre for Project ‘Glitch’ to provide top-notch customer service for a unique football shoe which would be available exclusively in cities such as London, Paris, Tokyo and New York. Operating under a ‘closed membership model,’ influencers were given access to the exclusive shoe, with the ability to invite others in their network to make a purchase
The partnership between
Cygnific and adidas
The collaboration with Cygnific was characterised by clear communication and a shared vision. Cygnific quickly understood adidas’s aim of delivering high-end service, showcasing responsiveness and efficient processes. Cygnific’s team, skilled in the languages needed, demonstrated expertise and a commitment to excellence. The collaboration focused on offering the best service possible rather than simply reducing contact moments.
Dirk Westdijk (Global Director Customer Service, adidas) says: “Cygnific selects the best people — educated and experienced, accustomed to delivering the ‘gold standard,’ as seen in the service level of Air France-KLM. It’s a big advantage to get going at the right level from the start. The emphasis is on achieving the right service level, ‘Whatever it takes.’ It’s not about handling a call quickly, but assisting the customer as effectively as possible. This organisational approach sets Cygnific apart from other contact centres.”
“Cygnific brings a hyperfocus on delivering premium service. They collaborate and understand adidas’s vision and goals. It instils confidence and sets Cygnific apart.”
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Results
During the collaboration, the Net Promoter Score (NPS) significantly rose, surpassing the standard NPS of adidas’s ‘normal’ customer service. The high level of customer attention contributed to meeting commitments for the premium product, such as delivering within an hour. A seamless collaboration with other adidas departments created a distinct entity for ‘Glitch’—a premium product with a unique experience and service.
“Cygnific not only served adidas’s customers well, but also proved beneficial to adidas as a client of Cygnific. The collaboration was smooth, addressing pinch points, with Cygnific offering proactive solutions and going the extra mile.”
