Brand Spotlights
The Brand Spotlight Series showcases innovations and solutions to CX challenges, from today’s leading brands.
MICHAEL KORS
An interview with Ebrahim Hyder, Vice President of Customer Service at Michael Kors
In this Brand Spotlight, Ebrahim Hyder, Vice President of Customer Service at Michael Kors, reflects on his global CX career and how the brand blends personalization, omnichannel service, and digital innovation with human connection. He shares strategies for creating memorable customer experiences, leveraging AI for efficiency and personalization, and mentoring emerging CX leaders. Hyder also explores future trends like augmented reality and multimodal AI, offering insights into how Michael Kors stays at the forefront of customer experience innovation.
Execs In The Know (EITK): You’ve spent two decades in CX across different continents. What are the biggest global shifts you’ve observed in customer experience, and how have these influenced your approach at Michael Kors?
Ebrahim Hyder: Over my two decades journey, I’ve witnessed some remarkable transformations. The most profound shifts have been in personalization, omnichannel service, and blending digital innovation with genuine human connection. I vividly recall working in Europe in the early 2000s when customer communication from some EU countries primarily meant handwritten or typed letters – a stark contrast to today’s instant, multi-platform interactions.
At Michael Kors, we’ve embraced these changes by strategically investing in tools that help us understand and anticipate our customers’ needs. However, technology is just part of the equation. We’ve empowered our Style Consultants to deliver experiences that are both authentically Michael Kors and deeply personal. It’s a nuanced approach where we use technology to enhance, not replace, human interaction. Additionally, we love weaving in stories about Michael Kors himself – sharing the inspiration behind a particular piece – which adds a layer of brand storytelling that transforms a simple transaction into a memorable experience. Our goal is finding that perfect balance: leveraging cutting-edge technology while preserving the warm, personal touch that makes a customer feel truly seen and valued.
EITK: Your team has achieved remarkable outcomes, like boosting customer satisfaction by 15 percent while reducing costs by 30 percent. Can you share some of the strategies or innovations that made this possible?
Ebrahim: Our remarkable outcomes – a 15 percent boost in customer satisfaction and a 30 percent cost reduction – weren’t just happy accidents. They resulted from a meticulously crafted, data-driven strategy that put our customers at the heart of everything we do. We took a deep dive into our customer journey, using the 4 Disciplines of Execution framework to prioritize and tackle our most critical challenges.
One of our most significant transformations was reimagining our warranty process. What used to be weeks-long – sometimes months-long – transaction was condensed into a matter of days, sometimes hours. Imagine waiting weeks for a resolution to getting answers on the same day! We didn’t stop there. We partnered with a renowned global training provider to develop a custom sales and service training curriculum that empowered our Style Consultants to deliver exceptional experiences.
Simultaneously, we built intelligent self-serve capabilities into our IVR system, allowing customers to independently check order statuses or initiate warranty claims. The magic happened in the balance – by enabling customers to handle simple tasks independently, we freed up our team to focus on more complex, high-value interactions that require a human touch. It was about working smarter, not just harder, and putting our customers’ time and experience first.
