EMU Customer Service — Practical Guide for Operations, Policy, and Metrics

Overview and business objectives

EMU customer service is the front line that protects brand equity, reduces returns, and converts post-purchase enquiries into repeat business. The operational goal is threefold: resolve 80–90% of enquiries at first contact, maintain a Customer Satisfaction (CSAT) score ≥4.5/5, and keep Net Promoter Score (NPS) above industry benchmarks (target NPS ≥40 for premium footwear/apparel). Achieving those numbers requires tightly defined channels, SLAs, and coaching-driven quality assurance.

This guide assumes a mid-sized direct-to-consumer footwear brand with 50–200 customer contacts per day. Recommendations scale: to support 1,000 daily contacts, multiply staffing and tooling proportionally. The guidance below includes concrete SLA targets, staffing ratios, sample return and warranty policies, and metrics you can implement in the first 30–90 days.

Channels, service levels, and response targets

Offer omnichannel access but optimize by customer intent. Use phone and live chat for complex fit/return issues and escalations, email for order-tracking and non-urgent queries, and a self-service knowledge base for FAQs, sizing, and care instructions. Primary hours should match peak shopping times—in many markets that is 08:00–20:00 local time, Monday–Saturday. Outside those hours maintain an autoresponder with a clear SLA and next-business-day handling.

Suggested SLAs and operational targets (use these as KPIs to measure against):

• Live chat: 80–90% of chats answered within 30 seconds; average handle time 4–6 minutes; first-contact resolution (FCR) target ≥70%.
• Phone: Answer within 60 seconds for 80% of calls; average handle time 6–9 minutes; escalation rate <10% to supervisors.
• Email/ticket: First response within 12 hours (overnight cutoff), full resolution within 48–72 hours for complex cases; automated status updates every 48 hours if unresolved.
• Social media: Initial acknowledgement ≤2 hours during business hours; shift public issues to private channels within 30 minutes.

Return, warranty, and refund policies (practical templates)

Clear policies both reduce contacts and increase conversion. A typical, customer-friendly policy to adopt: 30-day free returns on full-priced items, 60-day returns for members or loyalty customers, and a 12-month manufacturer warranty covering material and workmanship defects (excluding normal wear). Display this prominently on product pages and in order confirmation emails, and include a simple 3-step return flow in the returns portal.

Pricing for returns and refunds affects unit economics. Typical cost assumptions: returns processing (inspection + restock) ≈ $4.00–$8.00 USD per item; average return rate for footwear ranges 15–25% for online sales (depending on sizing information and fit guidance). Set thresholds in your returns policy to triage: immediate refund for in-warranty defects; exchange or store credit for buyer’s remorse after 30 days; on-site repair or replacement for warranty claims if value >$50. Track return reason codes—fit, quality, changed mind—to prioritize product or description changes that reduce returns by 2–5% monthly.

KPIs, staffing ratios, and cost models

Measure performance with a small set of actionable KPIs: CSAT, NPS, FCR, Average Handling Time (AHT), Abandonment Rate (phone/chat), and Cost per Contact. Targets to aim for in year 1:

• CSAT ≥4.5/5; NPS ≥40; FCR ≥70%; AHT: phone 6–9 minutes, chat 4–6 minutes; Abandonment ≤5% for phone and chat.
• Cost per contact benchmark: $3–$8 for email/chat with in-house teams, $12–$25 for outsourced voice support, depending on geography and complexity.
• Staffing ratio: one full-time agent can handle ~30–40 tickets/day (email), ~40–60 chats/day, or ~80–120 phone calls/day depending on AHT. Use Erlang-C modeling for accurate capacity planning to maintain target SLAs during peaks.

For budgeting, calculate labor + tooling + returns as a percentage of revenue. Example: customer service labor 0.5–1.5% of revenue for mature DTC brands; returns and processing 3–7% of revenue depending on return rates.

Escalation paths, training, and quality assurance

Design a three-tier escalation model: Tier 1 handles order/tracking, sizing, returns; Tier 2 handles exceptions (warranty, refunds exceeding a threshold, defective product replacements); Tier 3 comprises product managers/operations for root-cause and recall decisions. Define clear escalation criteria with monetary thresholds (e.g., any refund >$150 escalates to supervisor), and a maximum response time for escalated items (24 hours for Tier 2, 48 hours for Tier 3).

Training should be role-based and continuous: 3-day onboarding with product deep-dives, followed by weekly 60-minute coaching and monthly QA calibration sessions. Use a quality scoring rubric (10 items weighted by impact) and coach on empathy, product knowledge, and policy adherence. Aim for QA pass rate ≥85% within 90 days of hire.

Tools, reporting cadence, and continuous improvement

Invest in a CRM/ticketing platform that centralizes channels (examples include Zendesk, Gorgias, Freshdesk) and integrates with order management and returns portals. Reporting cadence: daily operational dashboard (volume, SLA, backlog), weekly trend review (CSAT, refunds by reason code), and monthly executive review (NPS, cost per contact, returns rate). Implement root-cause analysis on any KPI deviation: a single monthly QA review should convert at least two insights into product-page or process changes.

Finally, maintain a public-facing support page with clearly segmented content: sizing guide, care instructions, returns portal link, warranty claim form, and a short FAQs section of the top 10 queries (updated quarterly). A robust self-service hub can reduce repetitive contacts by 20–40% within 6 months when combined with proactive post-purchase emails (shipping updates, fit tips) that lower anxiety and limit avoidable support volume.

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Where are EMU shoes made?

South Geelong, Australia
EMU Australia is a premium footwear brand based in South Geelong, Australia, the birthplace of sheepskin boots. Renowned globally for its quality and style, EMU specializes in crafting luxurious, natural footwear.

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7 Tips for Getting Better Customer Service

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