Partner that has nurtured skin care products into a "brand that matches the customers' skin," BELLSYSTEM24's "look-ahead-to-the-future approach" contributes to the growth of the contact center

Premier Anti-Aging Co., Ltd.

Contact Center
Manufacturer

This page is for you if you:

Information backed up with accurate knowledge that goes with customers' concern
Customer service skills elevating CLTV ( customer lifetime value)
Operational improvements according with contact center reality

Issue

Increse loyalty by giving answers to the customer's real concern
Communicators’ customer service level is inadequate
Product proposals that increases sales

Installation Service

Contact center

Proposal and implementation of detailed execution plans and KPIs to improve the brand power and increase sales.
Strengthen and refine methods for the better product understanding and beauty knowledge of agents.

Results

Improved customer loyalty through customer service tailored to customer’s skin conditions and concerns
Increased sales by recommending optional products that address customer concerns
Realized on-site KPI management at contact centers，as well as enhancement/enrichment of human resource development

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With the expansion of Internet shopping, cosmetics can now be easily purchased. On the other hand, it is essential to have contact centers with expert knowledge to respond to inquiries about proper usage and correct effects. Premier Anti-Aging Co., Ltd., which is experiencing rapid growth in its facial cleansing products, has achieved significant growth by making users into fans of its products and increasing loyalty to its brand through an excellent customer experience at its contact centers. BELLSYSTEM24 has committed to various KPIs by utilizing the know-how it has accumulated and by training professional personnel.

Provides “skin support” through attentive customer service, leading to an increase in fans of its products.

Interviewee

Ms. Yuri Kobayashi, Senior Manager, Contact Center Manager, Marketing Department II, Direct Marketing Division, Premier Anti-Aging, Inc.

Premier Anti-Aging Co., Ltd. (hereinafter referred to as “PAA”) has been growing rapidly since its establishment in December 2009 through sales of skin care products that blend nature and science, including the DUO series of cleansing balms. The cumulative number of shipments of its main cleansing balm exceeds 30 million units, and the company was listed on the Tokyo Stock Exchange Mothers in October 2020. Since about 70% of PPA’s products are sold through its e-commerce site, the company has positioned its contact centers, which support non-face-to-face communications, as its most important function. This is because the attentive service provided by the contact center staff enhances the loyalty of customers who use PAA’s products and strengthens the brand.
PAA’s strength is its “after-sales follow-up” with customers to whom it has sold skin care products. They provide counseling over the phone on the condition of the customer’s skin in order to better address his/her skin care concerns, as well as advice on how to use products that are appropriate for his/her skin condition. To achieve this, the communicators who interact directly with customers must have expert knowledge of products and care and be able to respond accurately to customer inquiries.

Selected as an outsourcing partner based on proactive improvement suggestions and a proven track record

In 2015, PAA outsourced its contact center operations to three companies including BELLSYSTEM24 with the aim of increasing sales and improving customer service, and compared and examined the companies’ efforts from various angles.
“Our contact centers, which serve as the first point of contact for our customers, are an extremely important, representative part of our brand. Therefore, we first outsourced our operations to three companies and compared them for the same period of time. Among them, BELLSYSTEM24 had a very strong sense of responsibility and a strong appetite to improve sales performance. At the time, Premier Anti-Aging was still a small, little-known company, but the BELLSYSTEM24 sales representatives were very courteous and proactive in suggesting improvements.” Ms. Kobayashi of PAA said that BELLSYSTEM24’s response had left a strong impression on her at the time. She appreciated BELLSYSTEM24, saying, “It’s because their support for our contact centers was outstanding,” and the company finally selected BELLSYSTEM24 for its contact center operations.

Ms. Ayaka Yamamoto,
Assistant Manager, Contact Center, Marketing Department II, Direct Marketing Division

Asked a series of questions to come up with a precise plan, and set a definition for the “success” of the plan

What did Ms. Kobayashi see as outstanding points?
She said, “Not only did they have good customer service skills, but they also made decisions about sales targets after looking several months ahead. It was also clear to us how to develop the on-site structure.” Ms. Kobayashi explained she was particularly impressed by the fact that “BELLSYSTEM24 asked so many questions”. “For example, by being asked questions such as ‘How enthusiastic should we be with customers?,” we were able to clarify our communicator’s stance on customer service, from the standpoint of PAA as well. Also, when I was asked, ‘What conditions should be met in order to be considered “successful” in dealing with customers?,’ I felt that they were not just vendors, but partners in pursuit of a common goal with us.”

Ms. Nami Nakashita,
Assistant Manager, Contact Center, Marketing Department II, Direct Marketing Division

Employed people with experience in the beauty industry to enable “casual consultations”

BELLSYSTEM24 hired people with extensive experience working as beauty staff for cosmetics companies in order to train communicators who could provide a higher level of customer experience when undertaking PAA’s contact center operations. By assigning as trainers former beauty staff with correct knowledge of skin care and cosmetics and the know-how to provide accurate advice to customers’ concerns, our communicators gained specialized knowledge and became able to confidently answer customers’ questions and concerns. Beauty staff were assigned to each contact center to ensure that all communicators received the same training.
We have also focused on efforts to deepen communicators’ understanding of the PAA products with the cooperation of the company. They posted their impressions of using the products and shared them throughout the center. Communicators who suffered from skin problems and had improved their skin condition by using PAA products to take care of their skin as part of a monitoring experience program, for example, became able to talk with customers based on their familiar, real-life experiences. “I thought it was very important that our communicators became able to express in their own words how comfortable it is to use. Many people have become fans of PAA products because of this, and we are very grateful that they are now able to respond to our customers with such enthusiasm,” said Ms. Kobayashi.

Partner aiming for a higher level of customer service

As a result of having communicators with accurate knowledge of beauty and products help customers, the number of positive responses from our customers has increased, such as “I learned how to use the products in a way that makes it easier for me to realize their benefits,” “I was given advice on care that best suited my skin, which made me think, ‘I’ll try using the products a little more carefully.’” Having communicators be attuned to the customer’s current situation and concerns also increased the number of opportunities to recommend other products, resulting in higher sales per customer. “BELLSYSTEM24 is now a reliable and unique partner for PAA, and they are really helping us. The results have exceeded our expectations when we first outsourced our contact center operations. In the future, I would like to deepen our partnership so that we can provide a higher level of service to our customers and treat them as VIPs,” said Ms. Kobayashi, who has high confidence and expectations for further growth.

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Premier Anti-Aging Co., Ltd.

Corporate website：https://www.p-antiaging.com/

Founded in December 2009 in Minato-ku, Tokyo, the company began developing its cosmetics business in 2010 with cleansing balms and other main products. The company has increased sales mainly through skin care products that fuse nature and science, and was listed on the Tokyo Stock Exchange Mothers in October 2020. Sales for the fiscal year ended July 2021 were about 32.8 billion yen. The number of employees is about 150.