Leading the Charge in Customer Service Transformation: The ASOS Story with Daryl Wilkes

CX Diaries - with Keith Gait

Get ready to enter the fast-paced world of e-commerce retail with our guest, Daryl Wilkes, Director of Customer Care at ASOS.
His hands-on experience with leading customer service transformation programmes across multiple industries gives him a unique perspective on how to navigate the ever-changing digital landscape. As he takes us through the customer experience at ASOS, we understand how digital natives desire quick, self-resolved interactions and the efforts ASOS is making to ensure a seamless customer journey.
We also delve into the massive change in ASOS's customer service approach. Hear how the simple shift from social and email channels to primarily using live chat led to a remarkable improvement in the customer experience and resolution rate. It's a testament to the advantages of a digital-native customer service approach.
Daryl also reflects on his career progression, his passion for service operations, and the importance of maintaining a close connection with customers for success.
Beyond the work, Daryl offers fascinating insights into overcoming challenges in the retail industry - highlighting the courage it takes to face them head-on. He shares his personal journey of overcoming imposter syndrome, the value of risk-taking, and the joy of running and participating in charity football matches.
As he talks about managing a demanding schedule with his family's involvement in football, we get a glimpse of the human side of a leader in the e-commerce industry.
Tune in to this engaging episode for a mix of professional insights and personal anecdotes from an industry leader.

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1. Customer Experience in E-Commerce Retail (00:00:00)

2. Enhancing Customer Support and Embracing Digitalization (00:08:14)

3. Career Progression, Customer Service Focus (00:19:52)

4. Retail Challenges, Overcoming Imposter Syndrome (00:23:44)

5. Managing a Busy Schedule With Football (00:28:39)