improving service, and reducing costs
Improvement in CSAT scores
Increase in efficiency
Increase in customer retention
Direct to consumer, ecommerce
Rapha is a cycling apparel company born in 2004 with the aim of bringing a community of cyclists together, united by a love of the sport. As well as developing its line of cycling clothing and accessories, Rapha founded their own Cycling Club in 2015, which has grown to more than 16,000 members worldwide.
• Disconnected support channels
• Inefficient workflows
• Customer recognition across channels
ChallengesBefore Dixa, Rapha had an aspiration to become a global, unified #onerapha team. To unlock this opportunity, Rapha needed a platform that had the same mindset. They wanted to get rid of their reliance on old-school siloed ways of thinking and work instead to create one effective funnel of communication. This would enable anyone in the business to respond when customers got in touch, regardless of the channel or time of day.
In a world with an abundance of brands and options, Rapha knew that product differentiation was getting tougher and customer experience would become the main differentiator in their space, above everything else. By placing an emphasis on the customer experience even over the product itself, Rapha knew that it would become a brand with lifetime value ingrained in its message and culture. They wanted to create an experience that would keep their customers coming back for more by building long-lasting relationships with them.
Rapha’s previous ways of working were clunky. Essentially, they attempted to “sticky tape” various customer inquiries together across channels. Rather than spending time and resources trying to get these different systems to work together, Rapha wanted to find one system that could do it all. They wanted to implement a structure that could flow as one, allowing them to create efficient processes that would benefit their customers at the same time.