Primally Pure Customer Service — Operational Playbook

Contents

1 Primally Pure Customer Service — Operational Playbook

Executive summary

This document outlines a professional, measurable approach to customer service tailored for Primally Pure — a premium natural skincare brand — with practical procedures, concrete metrics, and hands-on operational detail you can implement immediately. It is written from the perspective of a customer-experience manager and focuses on how to deliver delight while protecting margin and brand integrity.

All recommendations below are presented as best-practice targets for a direct-to-consumer beauty brand selling products typically in the $12–$48 range and operating primarily in the United States. For brand-specific contact, point customers to the official website: https://www.primallypure.com for current hours, shipping regions and live support availability.

Core principles and brand voice

Primally Pure positions itself around purity, education, and trust. Every customer interaction should reinforce those pillars: be transparent about ingredients and sourcing, be educational (explain why a product behaves a certain way), and be trustworthy (clear returns, no hidden fees). The brand voice should be friendly, authoritative, and empathetic — short, plain-language sentences that avoid medical claims while honoring customer concerns about sensitivities and natural formulations.

Operationally, script tone and escalation language into three levels: standard responses for common questions, guided coaching language for product education, and senior escalation language for unresolved issues or claim disputes. Maintain a brand lexicon (approved phrases, ingredient explanations, and prohibited promises) and update it quarterly to reflect new SKUs, clinical data, or regulatory guidance.

Channels, SLAs, and KPIs

Support should be omnichannel but prioritized by impact. Primary channels: email, web ticketing form, phone, and live chat (during peak hours). Secondary channels: social media (Instagram/Facebook DMs) with a 24-hour triage SLA. Insist on a single-source-of-truth CRM (Zendesk, Gorgias, or Salesforce Service Cloud) that records product serials, batch numbers, and purchase history to reduce repeat contact.

Key performance targets (recommended): First response time — email <4 hours (goal <2); live chat — <60 seconds; phone hold — <2 minutes. Average handle time — 6–12 minutes per contact. CSAT target — ≥4.6/5 (monthly), NPS goal — 40–60. Return rate target — ≤8% for skincare brands. Refund processing — issued within 3–5 business days of approval. Repeat contact rate — ≤12% within 30 days.

Operational metrics to track weekly: ticket backlog (<48 hours), SLA breaches (<5%), agent occupancy (70–85%), cost per contact (target $4–$9 for email, $6–$20 for phone/live chat depending on outsourcing), and voice-of-customer themes (top 5 complaints driving >60% of volume).

Returns, refunds, shipping and pricing mechanics

Design a clear, simple return policy that reflects the brand’s value proposition. Recommended: a 60-day satisfaction guarantee with free returns within the contiguous United States; allow partial refunds for opened products if the customer reports a sensitivity or defect, and full refunds for unopened items. If offering expedited shipping, set explicit price tiers: standard shipping $3.95–$5.95, free over $49; expedited $9.95–$12.95. These benchmarks preserve margin and reduce cart abandonment.

Define exact timeline steps in internal SOPs: (1) customer initiates return — auto-acknowledge within 30 minutes, (2) return authorization issued within 8 business hours, (3) refund posted within 3–5 business days of receiving return, (4) notify customer at each step with tracking number and expected date. No-restocking-fee policy builds trust — only apply fees for wholesale/contract channels with clear disclosure. Maintain returns analytics by SKU and batch number to detect formulation or packaging issues; a spike >3% month-over-month requires a product review within 7 days.

Training, escalation, and quality assurance

Implement a 30-60-90 day training program for new agents. Day 1–7: product immersion (ingredients, sensory expectations, contraindications) and system training. Week 2–4: supervised handling of live tickets with coach shadowing. Month 2–3: independent handling plus quality calibration sessions. Include role-play scenarios for allergic reactions, delayed shipping, and subscription churn.

Onboarding checklist (practical): 1) complete product lab walk-through and ingredient Q&A (pass 90% quiz), 2) CRM and order lookup certification, 3) returns/refund simulation (score ≥95%), 4) sample scripts for 10 common use cases, 5) shadow 30 live interactions and achieve CSAT ≥4.5 on at least 20 of them, 6) sign-off on escalation matrix and legal disclaimers.

Operational implementation and escalation workflows

Keep an explicit escalation matrix with SLA windows and decision authority. Example: Tier 1 agents handle refunds ≤$75 and exchanges; Tier 2 (supervisor) can approve refunds up to $250 or issue free expedited replacements; Tier 3 (CX manager) handles disputes, regulatory complaints, and legal holds. Escalation triggers should be automated: repeat contacts within 7 days, product adverse event reports, chargebacks, or media/social posts exceeding 1,000 impressions within 24 hours.

Practical tool recommendations: integrate order management (Shopify/BigCommerce) with Gorgias or Zendesk, use Kustomer or Gladly for shared account histories, and deploy a knowledge base (Help Center) indexed by product name, ingredient, and symptom. Publish clear contact routing on your site (support hours, expected response time) and include a link to primallypure.com/contact for the official channels and up-to-date policies.

Closing and next steps

Start by mapping current ticket volume and top 10 issues over the past 90 days; then prioritize quick wins (SLA automation, templated education replies, and 60-day return policy language on product pages). Review these metrics monthly and run a quarterly cross-functional review with product development and legal to close any feedback loops that cause repeat tickets.

For real-time details and official support pathways, direct customers to https://www.primallypure.com/contact and maintain a visible support phone and email on that page. Implementing the above will reduce costs, increase lifetime value, and protect the brand reputation that natural-beauty customers prize most.