Miniso México & LATAM · Customer Care · 2020–2022

Customer Care in the pandemic: I contained contact volume of up to ×40 and redesigned the area

With stores closed, Miniso launched its emergency e-commerce and contacts skyrocketed, almost all complaints. A month later I was given Customer Care, in parallel with Loyalty.

Role

Customer Care lead, in parallel with my role as Customer Loyalty Lead, from 2020 until I left.

Starting point

2 people, one phone line and one email, with no useful metrics.

Context

E-commerce launched in an emergency by another area. Store staff, unable to work, answered messages.

Key decision

Contain first with automation; then redesign the whole area.

~×40

peak contacts versus the previous operation, later stabilized at ×9

Volume

<1 month

to launch a web chatbot and a WhatsApp chatbot

Containment

2→4

support channels

Channels

1+6

one lead and 6 agents; before, 2 people

Team

Containment

I was assigned the chatbot development. In under a month I enabled two new channels, a web chatbot and WhatsApp with a chatbot, to absorb the volume while the store team kept answering.

Redesigning the area

With volume stabilized, the area could no longer run as it was. I promoted one team member to lead, reporting to me, and placed 6 agents from the stores under her. Together we sized the team, defined case types, flows and responses, and built the area's first useful measurement and reporting.

The result

An area that went from two people with a phone line and email to a team with a lead and six agents, four channels, defined flows and metrics. I led it alongside Loyalty until I left Miniso.

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