How Farmacy Leverages Linc To Expand Customer Support Capacity

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87%

Farmacy’s new customers engaged

with Linc’s automation

40%

Hand-off rate decrease  

in first three months

2X

Opt-in rate for

SMS  notifications

Challenge

As one of the brands at the forefront of the clean beauty revolution, sustainable skincare company Farmacy, which was recently acquired by Procter & Gamble, wanted to ensure their new and returning customers could connect around the clock without maxing out the bandwidth of the small but mighty Farmacy customer support team.

Knowing how important pre-purchase research and consultative selling is to clean beauty connoisseurs, Farmacy wanted to be able to:

  • answer product questions,
  • provide recommendations,
  • help shoppers manage their subscriptions,
  • apply promos and redeem gift with purchase offers

All at the customers’ convenience and in real-time.

Tynisha Parks

eCommerce Customer Experience & Operations Manager
Farmacy Beauty
“Ecommerce is forever changing. So there’s never a time when we’re not thinking about how we can enhance something or how we can improve a specific experience for our customers”

Approach

The preoccupation with continually evolving their CX led Farmacy to Linc and the adoption of Linc’s customer experience automation platform to lighten the load on their customer support team.

It’s only been a few months, but their new approach to CX is already gaining traction with customers.

To date, 87% of Farmacy’s new customers have engaged with Linc’s automation and Farmacy’s opt-in rate for SMS notifications, a driver of increased Customer Lifetime Value (CLTV), has more than doubled since the end of 2021.

One of the key automation initiatives Farmacy has put in place is Linc-enabled first responder chat.

Farmacy knows many of their customers tend to  browse products based on skincare needs (moisturizing,  anti-aging, sensitivity, etc.) or product type (mask, cleanser, etc.), so, in addition to addressing order issues, providing tracking info and providing help with promotions, their new conversational AI recommends specific products based on how users describe their skin type and skincare priorities.

Tynisha Parks

eCommerce Customer Experience & Operations Manager
Farmacy Beauty
“Ecommerce is forever changing. So there’s never a time when we’re not thinking about how we can enhance something or how we can improve a specific experience for our customers”

Growth

In the first three months after implementation, hand-off from chat to live agent decreased over 40%, freeing up their human support agents to deal with the most complex customer inquiries.

Since the beginning of the year, getting help with applying a promo code and with making a return have dropped dramatically as hand-off issues, indicating that shoppers are now self-solving those common support  queries via chat engagement.

For Valentine’s Day this year, Farmacy saw an opportunity to leverage Linc’s conversational AI capacities to support stress-free gifting in an innovative way.

The brand launched an AI virtual assistant via Facebook Messenger, supported by a robust social ad campaign. This digital worker successfully allowed Farmacy to simplify and demystify the pre-purchase research process for new shoppers who might be looking to spoil the clean beauty fan in their lives, but who also had questions around topics such as product ingredients or Farmacy’s return policy or who wanted help figuring out the perfect skincare product to gift.

Tiffany Corpuz

Senior Director of e-Commerce
Farmacy Beauty
“Why we needed a solution like Linc was because we know that it's really about user experience now. We want to meet the customer where they are and Linc helps us do that. We’re all 24/7 shoppers. The first thing I do when I wake up is check my email – I might buy something and spend $100 before I even leave the bed”

Future Plans

Moving forward, Farmacy’s priority will continue to be effectively leveraging Linc’s digital workers to increase the capacity of their customer support team to tackle other areas of planned growth.

Including providing phone support and expanding their virtual consultation program to help first-time shoppers identify their best-fit products.

See What CX Automation With Linc Can Do For You