I’ve always believed that the Michael Kors’ Call Center should be more than just a point of contact – it should be a true extension of our brand’s retail stores’ luxury experience. When we first partnered with an outsourcing provider, I knew we faced a significant challenge: how to make agents not directly employed by Michael Kors feel like authentic representatives of our brand.
Our north star was simple from the beginning: create a “seamless extension of our MK Retail store experience.” This wasn’t just a slogan – it became our guiding principle in transforming our call center approach. The first breakthrough came when we reimagined the very role of our customer service team. Instead of using generic titles like “agent” or “CSR,” we introduced the term “Style Consultant.” This subtle shift was about more than semantics – it was about giving our team a sense of prestige and importance. The new title immediately elevated the perception of the role, making it feel more aligned with our brand’s image.
We knew that creating a truly immersive experience required a holistic approach. So, we partnered directly with our retail store design team to completely reimagine the call center’s physical environment. Every detail was carefully considered, from the Benjamin Moore wall colors that perfectly matched our store aesthetic to the meticulously selected carpeting. We brought the Michael Kors retail experience to life with a product showroom showcasing the current season’s hot products, mannequins displaying our latest floor sets and collections, custom tables to display products, and thoughtfully designed chillout areas with furniture like those found in-store.
But we didn’t stop at visual design. We created a multisensory brand experience that would connect our Style Consultants entirely to the Michael Kors world. We commissioned two macassar wood display cases featuring large flat screens that continuously played our most recent runway shows. In-ceiling speakers streamed our signature store playlist, ensuring that the ambient sound matched the energy of our retail spaces.
Recognizing that true brand alignment requires deep understanding, I took a critical step by hiring a former Michael Kors store manager as our on-site Brand Ambassador. Her role was nothing short of transformative. She kept our showroom and floor displays current, conducted comprehensive brand and product training for new hires, walked the floor to ensure our Style Consultants maintained our unique brand voice, and participated in calibration calls to ensure we retained our distinctive communication style.
We also understood that connection requires tangible appreciation. Recognizing that our hourly-paid Style Consultants might not always be able to afford our products, we created meaningful ways to help them experience the Michael Kors brand. We provided them with an annual clothing allotment as a thank-you for delivering on our brand promise. We coupled this by offering MK products as monthly incentives and rewards to meet sales and service goals.
The results have been quite remarkable. Our approach has made the Michael Kors account a highly desirable assignment at our Business Process Outsourcing (BPO) partner. We’ve seen reduced attrition rates compared to other accounts and developed a team of tenured employees who truly understand and embody our brand.
Our commitment to creating an immersive, respectful, and engaging environment has not gone unnoticed. We’ve been honored with multiple customer service awards, a testament to the dedication and passion of our Style Consultants. More importantly, we’ve created a work environment where our outsourced team feels valued, connected, and proud to represent Michael Kors.
It was never my intention when I started developing this approach. Still, it certainly can be considered a blueprint for how brands can create meaningful connections with their extended teams, proving that with creativity, remaining true to your brand, and genuine investment, outsourced doesn’t have to mean disconnected.
About the Author: Ebrahim Hyder is the Vice President of Customer Service at Michael Kors, where he leads a dedicated team focused on elevating customer experience and driving operational excellence.
He is also a member of the Execs In The Know Advisory Board.
