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If you do a good job at giving
them accurate expectations,

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this is what you should expect
from top to bottom at every level,

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then they’re not going to be
disappointed when it happens.

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Well, hello and welcome to another edition
of the eCommerce Evolution Podcast.

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I’m your host, Brett
Curry, CEO of OMG Commerce.

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And today we are talking about a topic
we have never dived into on this podcast

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before. We’re talking about
CX, customer experience,

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customer service as a growth engine. Yes,

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I love talking about new ad angles and
new ad types and open up new channels

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like YouTube and distribution like
retail stores and all of those things.

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But I am here to tell you
that the right customer

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service experience can mean
so much to your marketing and

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growth and retention
efforts. And conversely,

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a bad experience there can undermine
what you’re trying to do through the rest

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of your marketing. And so today I
am delighted to welcome to the show

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Kristin Keys.

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She’s the VP of customer experience
at Baseball Lifestyle 101.

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Baseball Lifestyle is a client of OMG
Commerce. We hope on the YouTube and the

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Amazon side. And it’s been so fun getting
to know them and see what they do.

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And I truly believe they’re one of a
kind. Just the way they build community,

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the way they’ve created an amazing
fan base all across the country.

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I live in the center of the Midwest. I
go to the store. I go to a soccer game.

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I see kids wearing baseball
lifestyle gear all the time.

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What they’ve built is truly amazing.
And they’ve gone from just 2021,

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a couple million in sales to this past
year surpassing 150 million in sales and

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growing.

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And now they’re in Dick’s Sporting
Goods and Academy Sports and a number of

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others. Check out the full podcast
on the operators podcast, Bill Rum.

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And Josh Shapiro laid out the full story
on that pod where we’re going to go

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deep on customer experience right here.
And so with that,

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Kristin, welcome to the
show. And how’s it going?

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It’s great. I’m excited to be here.

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I’m very honored that you would consider
this an important topic and I’m happy

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to get this information
out there for everybody.

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Absolutely. So we got to hang out
in Miami just a few weeks ago.

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We were both presenting at the D2C
Growth Summit. Shout out Johnny,

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Hickey and Michael Alt. But as you
laid out this topic, I’m like, man,

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this is so good.

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This needs to be shared to a broader
audience because I think a lot of people

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just view customer experience and
customer service as an expense.

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It’s just an expense line item and
you don’t handle it properly. It is.

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But if you handle it properly,
it can be a growth engine.

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And I want to unpack how you
guys look at that right now.

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And so I guess maybe kind of
from a high level bullet point

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style here, Kristin,

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how can customer experience
be a growth engine

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for a D2C business?

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Sure. I mean, so this is
obviously something that is
very I’m passionate about.

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I think that a lot of companies just,
like you said, look at it as a cost.

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It’s something that’s there to
fix problems, to fix issues,

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to just respond when a customer
reaches out. And by being proactive,

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by being above and beyond what
somebody is expecting by really

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giving them the time and the effort on
your end to not treat them just like a

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problem, to treat them like somebody
who is invested in your business,

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that you’re invested in them.

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Showing them that you’re invested in
them is going to make that connection and

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that loyalty for that customer just
deepen. And you can take any situation,

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this is something that we
talk about all the time.

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There’s customers that
come that are so mad.

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And when you’re dealing
with that customer,

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one of two things can happen. They’re
going to stay mad because you’re not

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fixing that issue for them and they’re
never going to purchase from you again.

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And likely they’re going to tell a
million people about their experience,

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how bad it was. Or you’re going to get
on their level, be direct with them,

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identify their issue, fix it, and then
give them a reason to keep coming back.

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And when you do that, you turn all of
that, what could wind up being churn,

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what could wind up being
negative publicity for your
company or your business,

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you’re turning that
person into an ambassador,

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somebody who’s going to go and tell
other people, yes, they made a mistake,

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but they fixed it. We live in
a world right now, I think,

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where everybody has so many
more choices than they used to.

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There’s so much information out there.

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And one of the big things I think is
that setting yourself apart from another

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company no longer is just a
product quality. That’s not enough.

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You have to have the whole package.
You have to, from top to bottom,

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give them a great experience and be there
for anything that they need. I mean,

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in 2026,

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I think just with the ability to
connect on such a quick level,

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you have to basically be just a
concierge service. It’s not just a, “Hey,

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I have this issue.” It’s
fully comprehensive. I mean,

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so we make ourselves available on multiple
platforms and not just as a reactive

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service, we’re proactive.

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We have a Facebook group that has
over 10,000 members in it now.

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And we post in that Facebook group
daily and answer outside of our

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customer service hours. I mean,

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that’s something that I’m on my couch at
night and I’m watching TV and I’m in my

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Facebook group and I’m
responding to people.

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And not because my job tells me I
have to, but because I’m invested,

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I want to make sure that we are delivering
that top-notch service so that our

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customers do feel like we care about
them because we do. It’s not just lip

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service. I don’t hang up my hat at
five o’clock and say, “I’m done.

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This is an all the time thing.” And I
think you mentioned that you’re in the

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Midwest and you see people out
in public wearing our gear.

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And for all of our employees,
when we see people,

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we call it baseball lifestyle in
the wild. And when we see people,

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we get so visibly excited, we
talk to them, we pick their brain.

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And that is a genuine
desire from us to let our

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customers know that they’re important
to us, that they’re not just customers,

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that they’re part of our community.

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And I think that’s where baseball
lifestyle really sets themselves.

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Apart. It’s so good. It’s so good.

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And I want to talk a little bit about
the community aspect and also hear from

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your perspective a little bit
of the baseball lifestyle story,

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but just to frame things and
talk about where we’re headed,

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GoodCX drives retention,
drives LTV, right?

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It drives word of mouth, it drives brand
forgiveness and operational clarity.

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We’re going to dive into all of those.

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Those are points directly
from your talk in Miami.

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And I’m just so excited to dive into that
a little bit, but back up just a bit.

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And for those that don’t know,

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I gave a few highlights of the numbers
and we talked about the gear in the wild

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with baseball lifestyle,

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but how was BL 101 built
and how did we get to

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where we are today?

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So one of the biggest things I think that
sets Baseball Lifestyle apart is that

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they built a community before
they ever asked for a sale.

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And this is something that we talk about
often when we speak about the brand.

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And it’s something that started
as a 13-year-old boy posting,

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looking just for an outlet to share
everything baseball because he himself was

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passionate about baseball. And
he wound up connecting with- And.

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That’s co-founder Josh Shapiro, right?

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Yes. A 13-year-old boy posted
every hour on the hour. I mean,

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he is one of the most driven and
meticulous people that I’ve ever had the

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opportunity to meet or lucky
enough to be working with.

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And I think that him and
his co-founder, Bill Roman,

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I was about to talk about
how they got connected,

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but they really are two of the most
genuine people that you’ve ever met. 100%.

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Extremely intelligent, extremely good
business sense. And just how I say,

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as a company, we care about our
customers, as founders, as CEOs,

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as C-suite,

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they care about their employees and they
don’t just expect their employees to do

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a good job. They want to make sure that
their employees are happy doing that.

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And that’s one of the things I think
is one of the biggest takeaways.

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So real quick, just I started
with Baseball Live Sell
in 2021. When I started,

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I was within the first
10 people who were hired,

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I think it was probably around seven.
At that time, we were very, very small.

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We had one customer service worker. It
was me. We had one distribution center.

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We were not in wholesale, we were
not doing any retail. We were doing,

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like you said, just about $2 million
in e-com. Four years later, I mean,

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the growth has been just exponential.
We have over 300 employees,

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and now I manage a team of about 20.

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We’re working with three and
a half distribution centers.

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We’re opening in retail
locations across the company,

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and our wholesale and e-commerce are
kind of really just exploding from where

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they were.

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And so I was brought on in 2021 as a
part-time customer service agent at that

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time. I think our plan was
under 360 tickets a month.

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And now we close probably about
13 to 15,000 on a normal month and

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over that on a busy month. So obviously,
I mean, the growth is just crazy.

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But within that time, I think the
company has really never lost that,

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what you would call a small town feel.

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Josh and Bill are in the office every
single day. They are walking the halls,

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talking to people.

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They’re not CEOs that sit in their
office with the door closed where

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we talk to everybody and two times a
week we have full company meetings and

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people are encouraged to talk.

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It’s not like everybody is muted and
they can’t share what they have to say.

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They want to hear from
all of their employees.

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They want to know
everything that’s going on.

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Our Friday call starts with shout-outs
and you can’t shout out anybody in your

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own department.

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So it just really encourages that
cross-departmental recognition,

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but also just reminds everybody
just how important everybody is.

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People who you don’t normally work with,

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when you get the opportunity to do that,
Everybody at our company is amazing.

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And I know that sounds so silly to say,

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but everybody is just so invested and
it starts at the top with Bill and

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Josh. And the example that they set
and the way that they carry themselves,

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it just really carries down to the
newest employee that we’ve hired.

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They make that effort to meet them,
to know them, to involve them. I mean,

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the company as a whole,

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I think just really does a good job of
making everybody passionate about what

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they do. And that shows top to bottom
in all of our work performance, I think.

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Yeah. It’s so good.

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And I’ve gotten to interact with some of
the marketing team and the retail team

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and the team that’s kind of
assigned to the Amazon initiative.

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And then of course,

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getting to hang out with Bill and
100% agree with what you just said.

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And what’s so cool is if you
want to turn customer experience,

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customer service into a growth engine,

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you can’t just flip a switch or
you can’t just send an email to

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your team and say, “Do this, do
this better.” We’re doing this now.

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It does start with culture. And the
more you take care of your team,

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the more they will take care of the
customer. I know BL 101 believes that,

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you believe that, Bill and Josh
believe that and it’s happening.

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And so that is a great setup.

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You’ve got to have that in
place first. Happy customers,

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happy employees who are
equipped with the right tools,

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with the right information, with
freedom to kind of make things right,

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they won’t make for happy customers. And
so you guys are doing a great job there

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for sure. So awesome. Any other
highlights on the BL101 story? Otherwise,

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we’ll dive right into customer experience.

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I mean, it’s kind of all a
highlight, Brett. I mean,

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it’s really like we talk about living
a baseball lifestyle and for most

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of the employees, they mean that.

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I would say probably 80% of
our employees played baseball

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or are avid baseball fans. So there’s
really no better place to work.

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I mean, it’s kind of like a dream. I
mean, we’re working with influencers,

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they work with pro athletes,

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they work with all of these people and
they’re doing events that revolve around

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baseball. I mean, opening day of
MLB is an actual company holiday.

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I mean, they don’t play. I mean,

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they are invested in this sport,

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in this community and in this company
ultimately. I mean, unequivocally,

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there is not a day when
they don’t actually do what
they say and say what they

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do. And that’s so important, I think,

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to really just not waiver and just be the
same person that you are when you were

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in 2021 and you were small to now that
you’re in 2025 and you’re big to know

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everybody to talk to you.
Yeah. Everybody’s talking about.

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You now. All over the D2C community,

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everybody’s talking about
baseball lifestyle for sure.

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We’re so thankful to be
a part of this. I mean,

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sometimes we just look back and
we laugh and we’re just like,

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“This is a crazy world we’re living.

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Did that just happen?” And it’s
really just exciting and fun.

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And I think everybody that works for
the company is just so invested and it

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shows really that’s what it is.

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Love it, love it. And there’s this
concept that I heard years and years ago.

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It was one of my favorites in all
of business, ties to marketing,

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ties to culture. But really yet
two sides of any business, right?

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There’s the inside reality,

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what actually happens inside
the four walls of a company

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that’s virtual and could be
global and all that stuff.

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But what happens in the company,
and there’s the outside perception,

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that’s branding, that’s
your marketing messages,

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that’s what the marketplace believes
about you and what the narrative is about

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your company.

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But I’ve always believed that eventually
that inside reality will influence

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the outside perception. Eventually,
that’s going to come out good or bad.

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And so you guys have built a culture
and a setup that’s just truly remarkable

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and it’s showing in the
results. I think so too.

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Let’s dive in a little bit to
what are some of the things you do

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differently from a customer service
point of view? And I think maybe

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a place to start, and happy for you
to reframe this if you’d rather,

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but good CX,

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it reduces bad things like refunds and
chargebacks and negative reviews and

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social escalation and stuff ended up
in Bill or Josh’s inbox as founders.

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What are some things you do differently
that kind of reduces the negative

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side of customer experience
if it’s not handled properly?

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Well, I mean,

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kind of just going back to just talking
about how invested the employees are

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at this company and starting
with myself, and that’s been …

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I don’t just consider it a job. I’m
very passionate about what I do.

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So it’s never like a, oh, that’s
outside the scope or I’m off … I mean,

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I’m online on weekends,
I’m online on nights,

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I’m doing stuff outside of what would be
considered my normal scope. And again,

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this is not because anybody’s
asking me to do this,

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it’s because I take pride
in what I do. I mean,

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I get that feedback and a lot
of it I take very personally,

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as an executive at this company,

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I know that that perception
lives and dies on my shoulders.

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So I don’t ever want anything to
come across Josh or Bill’s desk.

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I don’t want negative reviews to be
out there. I don’t want any public

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perception to be, “Well, they
dropped the ball on this.

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” I take all of those failures personally.

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So I’m never going to ignore them.

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We don’t hide comments and
don’t address them anytime

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I see.

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00:15:34,830 –> 00:15:37,230
Anything. And just a quick note, Kristin,

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for all the D2C founders
listening out there,

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if you’re creating a job description or
you’re looking to hire a VP of customer

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experience, take that little
snippet of what Kristin just said,

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plug that into AI, get
that working as like,

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“This is who we’re looking
for. ” Anyway, continue.

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No, I mean, just to
touch on that, I agree.

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And that was something
that I said in Miami,

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you have to find the
right person for any job.

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One of the big things right now is right
seat, right position or right person.

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And it’s true. And I think
looking at customer service,

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a lot of times we just
consider it a reactive,

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like they’re there just to
receive your complaints.

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And if you treat it as an actual skill,

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somebody who is going to be passionate
about making sure your customers are

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happy,

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you really are going to wind up with a
lot better customer service perception of

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how your company is running. So I mean,

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I think it really starts with
not ignoring anything that’s ever

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happening and always trying to improve.

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So we have our frequently
asked questions on our website.

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Anytime anything is kind of like a gray
area and we get a question about it,

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I’m immediately reaching out, working
on that with our team to edit that,

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to get that updated,

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to make it more clear. We don’t want
it to be a fine print type of company.

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We want everything out there because I
think the biggest way that people can

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fail our customers is just not
meeting their expectations.

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So if you do a good job at giving
them accurate expectations,

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this is what you should expect
from top to bottom at every level,

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then they’re not going to be
disappointed when it happens.

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I think that’s really where people
lose their faith is when they

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think that something is going
to go one way and it doesn’t.

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And then when they reach out, they’re
met with just these stringent, too bad,

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00:17:29,090 –> 00:17:31,950
so sad kind of mentalities. So of course,

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we have posted policies and we
uphold those posted policies,

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but I think allowing for there to be
real human interactions, connections,

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mistakes that customers can make,

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because very often it is on the customer.
They’re not always right.

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They did not do or expect
what we told them to expect.

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And they should not necessarily
be punished because of
that. And as a company,

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I think a lot of

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people operate under the assumption that
it’s black and white and it can’t be

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with customer service if you want to
have that retention, that loyalty,

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that deepening of that brand, it’s a
relationship just like everything else.

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And everybody on both sides,

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if we want them to forgive
us when we make a mistake,

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00:18:13,470 –> 00:18:16,030
if we send you the wrong
item or we do something,

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we’re outside of our standard estimated
shipping time or whatever it is,

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if we want the customer to forgive us,

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00:18:22,390 –> 00:18:24,550
then we have to forgive them
when they make a mistake.

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So if they order the wrong size
or they order the wrong item,

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but it’s outside of the 30 days,

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there’s no harm to allow anything
outside of those guidelines. So we try to

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00:18:34,910 –> 00:18:38,250
really just look at
every situation as, “Hey,

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00:18:39,010 –> 00:18:42,230
was this an honest mistake? How
can we meet them halfway on this?

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00:18:42,290 –> 00:18:46,670
How can we take care of them and how can
we ensure that they’re satisfied with

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00:18:46,690 –> 00:18:49,890
that resolution?” And I think
top to bottom, we really do that.

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00:18:50,330 –> 00:18:53,790
Hey there. Thanks for tuning in to
the eCommerce Evolution Podcast.

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00:18:53,850 –> 00:18:56,370
I want to take just a minute and tell
you a little bit about my agency,

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00:18:56,550 –> 00:18:58,010
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00:19:03,050 –> 00:19:07,710
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00:19:13,490 –> 00:19:18,430
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324
00:19:23,230 –> 00:19:24,550
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00:19:24,750 –> 00:19:29,130
We’ve also helped multiple brands
launch on Amazon or just add

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00:19:29,710 –> 00:19:30,910
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00:19:31,290 –> 00:19:35,990
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00:19:36,130 –> 00:19:38,210
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00:19:41,950 –> 00:19:44,470
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00:19:44,530 –> 00:19:48,010
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on Meta and you want to add YouTube or

332
00:19:48,030 –> 00:19:49,910
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your Amazon growth,

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00:19:49,990 –> 00:19:53,530
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00:19:53,650 –> 00:19:57,750
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335
00:19:58,030 –> 00:20:02,730
We’d love to schedule a complimentary
strategy session with you. And with that,

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00:20:03,030 –> 00:20:03,863
back to the show.

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00:20:04,010 –> 00:20:07,290
One of the other things I think that’s
important or at least is working very

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00:20:07,350 –> 00:20:11,850
well for us is I talk with a
lot of other customer experience

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00:20:12,030 –> 00:20:17,030
employees and they treat their
intake kind of on a tiered

340
00:20:17,050 –> 00:20:17,570
basis.

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00:20:17,570 –> 00:20:21,850
And I’m going to escalate this to my
supervisor or I’m going to bubble this up

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00:20:21,930 –> 00:20:25,970
to whoever. And we don’t really
do that at Baseball Lifestyle.

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00:20:26,270 –> 00:20:31,250
All of my team is trained and
knowledgeable and empowered to fix

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00:20:31,530 –> 00:20:35,070
any situation, borrowing
anything crazy themselves.

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00:20:35,450 –> 00:20:39,730
Nobody has to wait for approval
from me to offer a gift card.

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00:20:39,790 –> 00:20:44,650
Nobody has to wait for approval from
anybody to refund shipping to do whatever

347
00:20:44,710 –> 00:20:46,610
it is to make that customer.

348
00:20:46,670 –> 00:20:50,170
Happy. Trained, informed,
and empowered. I love that.

349
00:20:50,290 –> 00:20:55,210
And so basically you were
saying a ticket comes to a CX

350
00:20:55,770 –> 00:20:59,430
associate or whatever you call them,
they should have the knowledge,

351
00:20:59,510 –> 00:21:03,370
understanding, and the authority to
make something right right there.

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00:21:03,810 –> 00:21:06,730
All of them. All of
them. And really, again,

353
00:21:07,450 –> 00:21:10,390
talking about employee experience
and how you value them,

354
00:21:10,450 –> 00:21:13,630
how you make them feel. And
that’s how I make my team feel.

355
00:21:13,930 –> 00:21:17,270
That’s how the company makes me feel.
That’s how our C-suite makes me feel.

356
00:21:17,450 –> 00:21:18,770
I feel empowered. I feel important.

357
00:21:18,830 –> 00:21:20,510
I feel like the things that
I say make a difference.

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00:21:20,990 –> 00:21:24,790
And why would I not pass that on
to the people on my team and say,

359
00:21:25,670 –> 00:21:28,070
“I’m no better than you.
You know how to handle this.

360
00:21:28,170 –> 00:21:32,470
You know the correct SOPs for what
we expect.” We talk about that.

361
00:21:32,530 –> 00:21:34,590
It’s a constant dialogue.
Like I was saying,

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00:21:35,710 –> 00:21:40,450
to improve the customer experience,
I’m in real time, I’m editing FAQs,

363
00:21:40,570 –> 00:21:43,670
I’m making things more clear. I
do the same thing with my team.

364
00:21:44,070 –> 00:21:46,470
So as anything comes up
where they’re like, “Hey,

365
00:21:46,530 –> 00:21:50,510
I’m not really sure how to handle this
or whatever.” I’m explaining that to

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00:21:50,610 –> 00:21:55,610
everybody and I’m talking about just
the company’s per opinion on how we

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00:21:55,650 –> 00:21:58,370
should handle things like
that, what our core values are,

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00:21:58,430 –> 00:22:02,330
how we want that customer to feel.
And so they know that and they’re going to

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00:22:02,670 –> 00:22:07,430
deliver that stellar customer service
without having to jump through hoops

370
00:22:07,750 –> 00:22:08,930
and make that customer think like, “Ugh,

371
00:22:09,370 –> 00:22:11,990
I’m going to have to wait and
see if they say yes or no.” No,

372
00:22:12,350 –> 00:22:14,110
it’s going to be a decision
for you right there.

373
00:22:14,390 –> 00:22:17,040
You’re not going to have to
wait and nine times out of 10,

374
00:22:17,550 –> 00:22:18,400
maybe 10 times out of 10,

375
00:22:19,490 –> 00:22:22,510
we’re making sure that that customer is
happy before they walk away.That’s kind

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00:22:22,530 –> 00:22:24,760
of just our unequivocal goal.

377
00:22:25,140 –> 00:22:28,990
And that’s so powerful because we can
all think of times when we reach out to

378
00:22:29,040 –> 00:22:30,720
customer support, which
none of us want to do.

379
00:22:31,100 –> 00:22:35,100
None of us want to make that call or
send that email to customer support,

380
00:22:35,160 –> 00:22:38,140
but we can all think of times when we
were extremely pissed about something.

381
00:22:38,680 –> 00:22:42,560
But then customer service makes
it right and all of a sudden

382
00:22:43,730 –> 00:22:46,920
a switch is flipped and we
are now an advocate for that.

383
00:22:47,490 –> 00:22:51,160
Branch. Within my team, that’s
the ones that I say like,

384
00:22:51,520 –> 00:22:54,560
“Don’t bubble it up if you’re not sure
or whatever.” Bubble it up if they’re

385
00:22:54,680 –> 00:22:58,730
angry. I want the angry ones
because to me it’s like a challenge.

386
00:22:59,080 –> 00:23:02,890
Can I make them happy? I mean,

387
00:23:03,080 –> 00:23:07,900
it’s really fulfilling and rewarding
because literally I know that

388
00:23:08,160 –> 00:23:12,260
I am saving that customer
for our company and for me,

389
00:23:12,400 –> 00:23:15,300
that’s the utmost importance.
Me making a difference.

390
00:23:15,400 –> 00:23:18,420
And it’s like meaningful LTV, right?
You’re doing drops once a week,

391
00:23:18,480 –> 00:23:22,720
you’re always launching new products.
People buy your products religiously.

392
00:23:22,820 –> 00:23:26,800
And so to lose a customer, that’s a big
deal. You want to save each one of them.

393
00:23:27,160 –> 00:23:30,410
Absolutely. I mean, and genuinely,
I mean, it’s something …

394
00:23:31,420 –> 00:23:34,720
This is my career. This is something
that I’m very passionate about.

395
00:23:34,780 –> 00:23:38,080
Like I said, I kind of run it as
if I would if I was owning it.

396
00:23:38,380 –> 00:23:41,180
So I don’t want that negative
connotation out there.

397
00:23:41,230 –> 00:23:44,230
I don’t want people unhappy. I don’t want
that to be something that people say.

398
00:23:44,340 –> 00:23:48,060
I want when people talk about the
company for it to be their amazing,

399
00:23:48,280 –> 00:23:50,660
their clothes are amazing, their
customer service is amazing,

400
00:23:50,820 –> 00:23:55,100
their content is amazing. All of us
really just want everybody. We care.

401
00:23:55,620 –> 00:23:57,120
I think that’s the biggest difference.

402
00:23:57,200 –> 00:24:00,740
And we take that care right
down to the very bottom,

403
00:24:00,800 –> 00:24:03,360
the smallest issues and
the biggest. I mean,

404
00:24:03,940 –> 00:24:07,820
everything is important to us if it’s
important to you. So I think that’s.

405
00:24:07,840 –> 00:24:09,680
Something- Any favorite BL 101

406
00:24:11,840 –> 00:24:16,620
stories of how you made something
right for a customer and what

407
00:24:16,680 –> 00:24:18,500
that did for you and/or for them.

408
00:24:18,560 –> 00:24:19,900
And I know some of those
you maybe can’t share,

409
00:24:20,200 –> 00:24:21,720
but any favorites that you can share?

410
00:24:22,320 –> 00:24:24,660
I mean, not even necessarily
something that was wrong.

411
00:24:26,460 –> 00:24:28,760
We get messages all the time,

412
00:24:28,960 –> 00:24:32,860
and a lot of times it’s just
kind of sent out to everybody,

413
00:24:33,100 –> 00:24:37,080
sponsorships or donations. And
something that really touched all of us,

414
00:24:37,200 –> 00:24:41,460
I think was a few months ago we got
this message and it was somebody who was

415
00:24:41,740 –> 00:24:45,220
talking about the socks that
we had. And his parents,

416
00:24:45,500 –> 00:24:48,800
they were in a car accident
with a cement mixer.

417
00:24:48,860 –> 00:24:50,200
They’re like a hot asphalt mixer.

418
00:24:50,660 –> 00:24:54,780
And the socks protected the sun’s
feet from getting burned. I mean,

419
00:24:54,840 –> 00:24:57,460
his legs were- Crazy.
It was an insane story.

420
00:24:57,680 –> 00:24:59,980
And we shared this with
our team and I mean,

421
00:25:00,040 –> 00:25:03,800
we went over and above to just
reach out to him to talk about this,

422
00:25:03,860 –> 00:25:06,320
to send him some stuff
in the hospital. I mean,

423
00:25:06,480 –> 00:25:08,560
so it’s not just the
problems that people have,

424
00:25:08,980 –> 00:25:11,620
it’s everything as a whole.
When we see something,

425
00:25:11,720 –> 00:25:16,480
we don’t just auto delete it or
macro it out. We read everything.

426
00:25:16,920 –> 00:25:19,940
Another thing, just again, this
isn’t necessarily what you asked for,

427
00:25:20,000 –> 00:25:21,620
but somebody on our team,

428
00:25:23,080 –> 00:25:25,140
we kind of just send everything
to her that we get like this.

429
00:25:25,500 –> 00:25:28,840
We’ll get messages from people who
are like, “My son loves your company.

430
00:25:29,220 –> 00:25:30,100
He has designs.

431
00:25:30,160 –> 00:25:33,680
He has ideas that he wants to send you
and they’ll send us pictures of new

432
00:25:33,740 –> 00:25:38,520
products and they’re crayon and they’re
marker and they’re whatever.” I love

433
00:25:38,540 –> 00:25:38,700
that.

434
00:25:38,700 –> 00:25:42,660
He reaches out to our creative director
and he will write them back personal

435
00:25:42,760 –> 00:25:47,740
notes to just kind of tell him, “Stay
with it, keep on it, follow your dreams.

436
00:25:48,080 –> 00:25:52,580
This is really awesome.” So I think just
not necessarily anything about making

437
00:25:53,840 –> 00:25:56,560
an issue because I mean,
we will always do that,

438
00:25:56,620 –> 00:25:59,660
but it’s the above and beyond.
If we mess up, we will always fix it.

439
00:25:59,720 –> 00:26:04,720
And that’s kind of where we live and
die and we talk in our Facebook group

440
00:26:04,760 –> 00:26:06,960
and we’ll always say,
“We will make mistakes.

441
00:26:07,160 –> 00:26:09,320
There’s never going to be a world
where we’re not making mistakes,

442
00:26:09,820 –> 00:26:11,660
but we will always fix them.”.

443
00:26:12,060 –> 00:26:14,000
We’re never going to get
those mistakes to zero, just.

444
00:26:14,020 –> 00:26:14,160
Not.

445
00:26:14,160 –> 00:26:14,420
Going.

446
00:26:14,420 –> 00:26:15,320
To happen. You can’t, you can’t.

447
00:26:15,380 –> 00:26:15,980
We.

448
00:26:15,980 –> 00:26:20,780
Will send you the wrong size. We will
make an error, but we will never not care.

449
00:26:20,860 –> 00:26:22,960
It will never be a, “Well,
you’re just stuck with it now.

450
00:26:23,020 –> 00:26:27,560
We will always work with you. ” So
there’s not ever a doubt in my mind,

451
00:26:27,860 –> 00:26:29,960
so there’s nothing in
particular to share about that,

452
00:26:30,300 –> 00:26:33,840
but it’s those above and beyond,
I think that really sets us apart.

453
00:26:34,940 –> 00:26:37,200
Making fans for life. And again,

454
00:26:37,260 –> 00:26:41,040
that only happens if you care
about community externally,

455
00:26:41,100 –> 00:26:44,360
but also that you built it and built the
right team internally, which is great.

456
00:26:44,420 –> 00:26:49,340
So I love that, I think the team
has to be trained, equipped,

457
00:26:49,400 –> 00:26:52,120
empowered to make decisions,
to make things right.

458
00:26:52,700 –> 00:26:57,220
You want to prevent things from escalating
to the owners just because you want

459
00:26:57,240 –> 00:26:58,520
to handle that. You want
your team to handle that.

460
00:26:58,530 –> 00:26:59,363
100%.

461
00:26:59,560 –> 00:27:04,000
But there’s a lot of information that
comes in. A lot of insights that come in,

462
00:27:04,060 –> 00:27:06,180
there’s the touching stories and stuff
that you definitely want to share,

463
00:27:06,880 –> 00:27:10,980
but you don’t want CX to be an island
where nothing gets outside of that

464
00:27:11,660 –> 00:27:13,860
group. You want to share insights, right?

465
00:27:13,960 –> 00:27:17,980
Share insights are going to help
operations and inform marketing and inform

466
00:27:19,360 –> 00:27:21,480
the social team for community
building and things like that.

467
00:27:21,940 –> 00:27:25,460
So how do you guys do it? How
do you recommend that you do it?

468
00:27:25,920 –> 00:27:30,300
Take good information from CX and inform
the rest of the company so that they

469
00:27:30,320 –> 00:27:31,980
can improve based on that information.

470
00:27:32,500 –> 00:27:32,900
Sure.

471
00:27:32,900 –> 00:27:37,640
So we recently started distributing
and compiling a voice of the customer

472
00:27:37,660 –> 00:27:41,220
report and it’s done monthly and it’s
going to just touch on all those high

473
00:27:41,280 –> 00:27:42,000
points.

474
00:27:42,000 –> 00:27:46,080
So everything kind of that lives in
my bubble is going to be reported on,

475
00:27:46,460 –> 00:27:47,400
and that’s going to be.

476
00:27:47,540 –> 00:27:49,920
A reason to the customer report.
I love that. I love that.

477
00:27:49,980 –> 00:27:53,800
So it’s going to be some insights
from obviously our actual ticketing,

478
00:27:53,940 –> 00:27:56,100
our phone calls. We also
do live chat on the site,

479
00:27:56,620 –> 00:27:58,700
but it’s also going to include
stuff from our Facebook group,

480
00:27:59,000 –> 00:28:02,900
returns and exchange data that we’re
pulling and just trends that we’re getting

481
00:28:02,940 –> 00:28:03,773
from that.

482
00:28:03,780 –> 00:28:07,940
So there’s a lot of different areas that
we’re able to pull information from.

483
00:28:08,980 –> 00:28:09,760
In reality,

484
00:28:09,760 –> 00:28:14,360
like we’ve said that we were so
small for so long that we use Slack.

485
00:28:14,460 –> 00:28:17,720
When I see any kind of product
feedback, I’m immediately Slacking.

486
00:28:18,080 –> 00:28:19,880
I’m not waiting for
that report to come out.

487
00:28:20,260 –> 00:28:22,300
I’m letting product
development know, “Hey,

488
00:28:22,400 –> 00:28:24,520
we’re going to teach the
team immediately.” Exactly.

489
00:28:25,040 –> 00:28:29,440
The fabric is itchy or the ankles
are too tight or whatever it is.

490
00:28:30,020 –> 00:28:33,600
I’m giving that information in real
time. Same thing with marketing,

491
00:28:34,060 –> 00:28:35,960
because they’ll run promotions
all the time. And really,

492
00:28:36,800 –> 00:28:39,860
at this point we’ve asked
and they’ve responded,

493
00:28:40,240 –> 00:28:43,100
they send us over what they’re going to
be sending out so that we can kind of

494
00:28:43,180 –> 00:28:46,680
scan it for any loopholes that a
customer is going to say, “Oh, well,

495
00:28:46,740 –> 00:28:50,940
you didn’t say it was only on Sunday.”
So they let us know like, “Hey,

496
00:28:51,000 –> 00:28:54,500
this is what we’re going to be running.
Do you have any feedback for us?” So we

497
00:28:54,660 –> 00:28:58,620
really all just work back
and forth together sharing
information to ensure that

498
00:28:58,660 –> 00:29:02,520
there’s no lapse for that customer
because ultimately that’s the goal.

499
00:29:03,120 –> 00:29:06,000
Marketing doesn’t want
there to be any ambiguity.

500
00:29:06,060 –> 00:29:08,600
They want the customer to get exactly
what they’re telling them they’re getting.

501
00:29:09,000 –> 00:29:13,100
And as CX, because we see all of the
feedback, I know what to look for.

502
00:29:13,540 –> 00:29:16,720
And so we want to say like, “Oh, make
sure that you put that that’s online only.

503
00:29:16,820 –> 00:29:21,500
Make sure that you put that that is 48
hours, we get the start date so we know.

504
00:29:21,510 –> 00:29:26,340
” So sharing information
cross-departmentally is the only way

505
00:29:26,480 –> 00:29:31,220
that you can really have a great
customer experience. And it starts again,

506
00:29:31,480 –> 00:29:32,000
like we said,

507
00:29:32,000 –> 00:29:35,180
just with them valuing the information
that you’re giving them and actually

508
00:29:35,900 –> 00:29:40,900
making changes and taking it
into account with ops like, “Hey,

509
00:29:41,180 –> 00:29:46,000
people are saying when you send the
hats in this, they’re getting smushed,

510
00:29:46,340 –> 00:29:50,320
so they get sent in better packaging
now.” So anything that we hear,

511
00:29:50,420 –> 00:29:53,980
we’re immediately just sharing that
information so that on all levels we can

512
00:29:54,020 –> 00:29:54,853
improve for the customer.

513
00:29:55,340 –> 00:30:00,140
Yeah. And just one of the pieces
that’s missing in a D2C Or

514
00:30:00,280 –> 00:30:05,180
omnichannel company where if you guys
were a small retail store only and

515
00:30:05,500 –> 00:30:08,960
you could see every customer and see
how they’re interacting with the product

516
00:30:09,020 –> 00:30:11,000
and hear their feedback, that’s one thing.

517
00:30:11,060 –> 00:30:15,720
But now you’ve got giant departments
that never see or hear from the customer.

518
00:30:15,800 –> 00:30:19,960
And so you guys are that portal. You
are the connection to the customer,

519
00:30:20,040 –> 00:30:20,873
the voice of the customer.

520
00:30:21,000 –> 00:30:25,000
That information is absolutely
precious and it’s got to be shared.

521
00:30:25,160 –> 00:30:29,140
And so I know you guys are
doing a great job of that.

522
00:30:29,200 –> 00:30:33,120
And so can you talk about
any numbers where like, hey,

523
00:30:33,320 –> 00:30:36,320
as we’ve been focusing
on these initiatives,

524
00:30:36,380 –> 00:30:41,360
we’ve seen return rate
drop or we’ve seen other

525
00:30:41,460 –> 00:30:42,600
numbers improve.

526
00:30:42,940 –> 00:30:46,260
Paint a little bit of a picture
for us of when we get this right,

527
00:30:46,480 –> 00:30:51,300
when we invest in it like you guys are,
what could that mean for our business?

528
00:30:51,700 –> 00:30:53,040
Sure. And so for 2025,

529
00:30:53,480 –> 00:30:57,500
I think our return customer rate was
43% and we’re not satisfied with that.

530
00:30:57,880 –> 00:31:00,940
We want it higher. I mean,
we wanted to double that.

531
00:31:01,020 –> 00:31:05,040
So that’s our goal all the time is why
would we not want that customer to keep

532
00:31:05,080 –> 00:31:06,200
coming back? Like we’ve said,

533
00:31:06,540 –> 00:31:11,520
LTV is going to be such a driver
for sales, for revenue, for growth.

534
00:31:12,160 –> 00:31:14,280
So making sure that those
customers are coming back,

535
00:31:14,820 –> 00:31:17,380
taking away any roadblocks that
would prevent them from coming back,

536
00:31:17,440 –> 00:31:20,260
making sure that their experience is
perfect so that they are coming back.

537
00:31:21,420 –> 00:31:25,880
And really just taking
care of the customer and

538
00:31:26,320 –> 00:31:30,100
making sure that there’s no roadblocks
for them to do what they need to do.

539
00:31:30,540 –> 00:31:35,380
We talked about return rates. Right
now we have a 4% return rate in theory.

540
00:31:35,780 –> 00:31:36,720
And of that 4%,

541
00:31:37,260 –> 00:31:41,960
we retain about 60% of that
overall return rate. So

542
00:31:42,420 –> 00:31:46,540
of the 4% that is getting return, 60%
of that, we’re keeping that in- house,

543
00:31:46,600 –> 00:31:49,520
whether that’s in direct
exchange or a store credit.

544
00:31:50,120 –> 00:31:54,320
And that’s not by accident, that’s
from us. Again, on every level,

545
00:31:54,380 –> 00:31:55,680
ensuring we have great products,

546
00:31:55,900 –> 00:31:58,980
ensuring that they’re not getting them
and saying like, “Oh, I don’t like this.

547
00:31:59,060 –> 00:32:01,060
I want to return it. ”
They’re not doing that.

548
00:32:01,180 –> 00:32:06,020
They’re only returning or exchanging if
it doesn’t fit or there’s an issue like

549
00:32:06,040 –> 00:32:06,360
that.

550
00:32:06,360 –> 00:32:09,960
So just making sure just on every level
that there’s just nothing that would

551
00:32:09,980 –> 00:32:12,020
prevent them from wanting
to purchase again.

552
00:32:12,520 –> 00:32:15,280
And we all just kind of support that same

553
00:32:17,300 –> 00:32:18,700
metric. And there’s something.

554
00:32:18,760 –> 00:32:20,120
So powerful, Kristin,

555
00:32:20,240 –> 00:32:24,120
about seeing those numbers and
everybody measuring against them.

556
00:32:24,220 –> 00:32:25,960
So if I understood the
first metric correctly,

557
00:32:26,220 –> 00:32:30,180
43% of customers come back and buy
again.That’s a good number for an apparel

558
00:32:30,200 –> 00:32:33,980
brand. They want to hire. But you
want to hire, right? So you’ve got-.

559
00:32:34,040 –> 00:32:34,680
100%.

560
00:32:34,680 –> 00:32:36,760
X team is looking at that,
product is looking at that,

561
00:32:36,900 –> 00:32:38,940
marketing is looking at that,
retention, department’s looking at that.

562
00:32:39,400 –> 00:32:40,360
Everybody’s looking at it.

563
00:32:40,420 –> 00:32:44,700
You’re looking at those numbers and then
you’re discussing why. Why is it up?

564
00:32:44,780 –> 00:32:46,520
Why is it down? Why is this changing?

565
00:32:46,620 –> 00:32:49,640
And you’re able to action on that
and that is so incredibly powerful.

566
00:32:50,080 –> 00:32:53,080
And then yeah, looking at that return
rate, how do we get the return rate down?

567
00:32:53,280 –> 00:32:55,600
Or it’s apparel. There’s
always going to be a return.

568
00:32:55,660 –> 00:32:58,800
You’re always going to order the
wrong. I order the wrong size.

569
00:32:58,860 –> 00:33:01,400
I’m a pretty tall guy and it’s like
I just get the wrong size sometimes.

570
00:33:01,860 –> 00:33:04,260
And so that’s never going to go to zero,

571
00:33:04,480 –> 00:33:09,140
but can you retain those
customers and get them to do

572
00:33:09,380 –> 00:33:13,160
store credit or exchange or whatever?
But measuring those is critical.

573
00:33:13,260 –> 00:33:17,260
And those mean real dollars
of growth, real top line,

574
00:33:17,320 –> 00:33:20,100
real bottom line numbers.
And so that’s huge.

575
00:33:20,400 –> 00:33:25,340
Any other metric that you’re focused
on and what that’s doing for you?

576
00:33:25,880 –> 00:33:26,713
I mean, yeah.

577
00:33:27,340 –> 00:33:31,280
So the platform that we use will track
how much sales are generated from

578
00:33:31,340 –> 00:33:35,500
support, which means anytime they’ve had
an interaction with customer service,

579
00:33:35,560 –> 00:33:38,360
if they make a purchase
within the following 48 hours.

580
00:33:38,420 –> 00:33:39,580
So that’s a big metric for us.

581
00:33:40,380 –> 00:33:44,020
We want to position ourselves as there
at the time that the customer’s making

582
00:33:44,040 –> 00:33:48,600
that decision and ensure that they’re
fully knowledgeable to make that decision,

583
00:33:48,960 –> 00:33:53,600
to push checkout on that item. So like
I said, we don’t just offer email.

584
00:33:53,900 –> 00:33:55,240
We’re on phone, we’re on live chat,

585
00:33:55,500 –> 00:33:58,320
we’re on every level just there for
the customer to make that decision.

586
00:33:58,780 –> 00:34:01,680
And so we’re really proud of
our sales from support numbers.

587
00:34:02,120 –> 00:34:03,800
I think- Because I can probably.

588
00:34:03,960 –> 00:34:07,700
Offset or maybe cover a lot of
the costs of the CX department.

589
00:34:08,040 –> 00:34:09,760
If you guys really focus on that number,

590
00:34:10,420 –> 00:34:14,560
sales driven by customer support can
offset a lot of the costs, I would assume.

591
00:34:15,040 –> 00:34:16,100
Easily. And again,

592
00:34:16,760 –> 00:34:21,300
that’s something that has never been
taken for granted from our founders.

593
00:34:21,640 –> 00:34:24,380
That’s something that
they’ve always known, again,

594
00:34:24,440 –> 00:34:27,400
because I think they’re so
intelligent, so smart business wise.

595
00:34:28,320 –> 00:34:30,860
They have recognized that since day one,

596
00:34:30,920 –> 00:34:34,680
and they knew that making sure
that the community fully supported,

597
00:34:34,800 –> 00:34:36,960
fully backed us, fully invested in them,

598
00:34:37,440 –> 00:34:39,340
and they did that by
investing in that customer.

599
00:34:39,400 –> 00:34:42,260
And I say it all the time to
them, because they would say, “Oh,

600
00:34:42,480 –> 00:34:44,660
you’re doing such a great job. Our
numbers are great.” And I’m like,

601
00:34:44,720 –> 00:34:47,580
“It’s so much of it is that you
guys have empowered me to do this,

602
00:34:47,920 –> 00:34:52,800
that you have put…” And because
how many times, even at a high level,

603
00:34:53,160 –> 00:34:55,080
“Well, I have to check. I
have to run this by them.

604
00:34:55,140 –> 00:34:58,620
I have to put it in a proposal.” And I
don’t necessarily ever really have to do

605
00:34:58,700 –> 00:35:03,380
that. They have trusted me since
day one to really just know what the

606
00:35:03,420 –> 00:35:08,040
customer or what the company
wanted their guidelines to be,

607
00:35:08,200 –> 00:35:12,040
like their persona to be to the
customers. And they’ve always just said,

608
00:35:12,240 –> 00:35:14,860
“Make it right.” Surprise
and delight, go over the top,

609
00:35:15,140 –> 00:35:18,360
make sure that they know that
we’re so sorry that this happened.

610
00:35:19,040 –> 00:35:20,860
So we do that all the time. I mean,

611
00:35:20,920 –> 00:35:25,000
it’s not just something we say
or 50% of people get a yes,

612
00:35:25,380 –> 00:35:27,660
30% of people get a
maybe, whatever it is. No,

613
00:35:28,280 –> 00:35:32,380
everybody has a potential to be a yes.
There’s no parameters to be like, “Well,

614
00:35:32,440 –> 00:35:37,060
you can only refund this many
shipping fees or give out this many

615
00:35:37,100 –> 00:35:39,300
discounts.” There’s
nobody looking like, “Wow,

616
00:35:39,380 –> 00:35:42,160
you gave out a lot of gift cards last
month.” No, if I gave it a gift card,

617
00:35:42,320 –> 00:35:45,980
they needed it and the company trusts
me to make that decision. And not having

618
00:35:46,000 –> 00:35:48,060
to jump through those hoops
really just makes a difference.

619
00:35:48,400 –> 00:35:52,920
And it shows in the support that we’re
getting from that community because

620
00:35:54,160 –> 00:35:56,380
they know that we’re going to make it
right and they’re not going to have to

621
00:35:57,640 –> 00:36:02,560
wait and go through all these different
channels and wait for somebody to from

622
00:36:02,720 –> 00:36:05,780
high above to give the go ahead like,
“No, I can do it right in that instant.

623
00:36:05,780 –> 00:36:10,040
We can take care of you. We can get this
done.” And we do it happily. I mean,

624
00:36:10,100 –> 00:36:12,100
we all love our jobs.

625
00:36:12,440 –> 00:36:15,760
Yep. It’s amazing. It’s
amazing. I’m sure, Kristin,

626
00:36:15,820 –> 00:36:17,580
because you’re in this game all the time,

627
00:36:18,720 –> 00:36:20,960
and because you guys go above and
beyond and the experiences great,

628
00:36:21,600 –> 00:36:26,420
when you have to reach out
to other customer support
from other companies you’re

629
00:36:26,440 –> 00:36:30,340
buying from, I’m sure you
are all kinds of frustrated,

630
00:36:30,400 –> 00:36:32,460
you’re critiquing what they’re
doing, you’re saying, “Hey,

631
00:36:32,540 –> 00:36:35,800
you should have done this or that or
whatever.” But stepping back a little bit,

632
00:36:36,080 –> 00:36:38,420
as you experience other D2C brands,

633
00:36:39,120 –> 00:36:40,940
what are some of the
biggest mistakes you see?

634
00:36:41,100 –> 00:36:46,060
The biggest customer service
mistakes you see D2C brands

635
00:36:46,600 –> 00:36:49,020
making that they need to be
aware of and need to fix?

636
00:36:50,000 –> 00:36:50,833
Sure. I mean,

637
00:36:51,260 –> 00:36:55,640
I convinced myself and my husband that
this is actually market research for my

638
00:36:55,780 –> 00:36:58,660
job description to
online shop. I love that.

639
00:36:59,520 –> 00:37:01,340
I have to try this out and see.

640
00:37:01,980 –> 00:37:06,540
So I think really where
most companies miss

641
00:37:06,720 –> 00:37:11,360
genuinely as an overarching
thought is that they just

642
00:37:11,600 –> 00:37:16,040
treat the customer like it’s a black
and white issue and they don’t allow for

643
00:37:16,500 –> 00:37:20,920
you to … It’s just a macro.
It’s just, this is the answer,

644
00:37:20,980 –> 00:37:24,840
there’s no wavering in it. And to
have to jump through hoops to get a,

645
00:37:25,560 –> 00:37:28,320
let me talk to a supervisor, is
there anything else you can do?

646
00:37:28,460 –> 00:37:30,920
And so I think they miss the mark on that.

647
00:37:30,930 –> 00:37:35,200
I’m not treating each interaction like
that person is special. And again,

648
00:37:36,440 –> 00:37:39,570
that comes at a cost, but
that cost, like you just said,

649
00:37:40,200 –> 00:37:44,200
can be offset by the work that you’re
doing. So it’s an investment in yourself,

650
00:37:44,280 –> 00:37:45,113
in your company,

651
00:37:45,240 –> 00:37:49,240
because when you have that customer who
comes back and they have this issue and

652
00:37:49,320 –> 00:37:51,480
you make it right immediately,
they’re going to purchase again,

653
00:37:51,560 –> 00:37:54,520
they’re going to tell other people.
There is so many times that I …

654
00:37:54,920 –> 00:37:55,960
And truthfully,

655
00:37:56,160 –> 00:38:00,360
I’m the customer that probably those
companies love because when they make me

656
00:38:00,440 –> 00:38:04,600
have to jump through hoops
to return something, I don’t
do it. I literally, I’m.

657
00:38:04,960 –> 00:38:05,720
Laughing.

658
00:38:05,720 –> 00:38:06,560
Because I’m in my office.

659
00:38:06,680 –> 00:38:10,640
I have three boxes right now on my corner
of things that I should have returned

660
00:38:10,840 –> 00:38:14,120
because I wanted my $90 back and
I just didn’t do it. I’m too busy.

661
00:38:14,520 –> 00:38:17,800
I’m the same way. They didn’t make it
easy for me, so it’s just sitting there.

662
00:38:18,240 –> 00:38:21,360
I’d rather give it to a trend than jump
through. I look at those and I’m like,

663
00:38:21,550 –> 00:38:25,600
damn that company. And so we don’t
want anybody ever being like,

664
00:38:25,960 –> 00:38:30,080
“Damn that company.” No, we want to be
that company where they’re like- Because.

665
00:38:30,080 –> 00:38:33,160
You’ll never buy from them again.
You didn’t go to the return.

666
00:38:33,240 –> 00:38:34,400
And so the company’s like, “All right,

667
00:38:34,440 –> 00:38:37,880
we didn’t get a return.” But you
do have the customer forever.

668
00:38:38,360 –> 00:38:39,960
Oh, no. I keep notes, Brett.

669
00:38:42,430 –> 00:38:45,450
And that would be a list I would
like to see at some point in time.

670
00:38:45,510 –> 00:38:48,550
We will not publish that list, but
that would be a great list for sure.

671
00:38:48,930 –> 00:38:50,170
Yes. And to that,

672
00:38:50,610 –> 00:38:55,250
I don’t publicly blast them because
it happens to us all the time.

673
00:38:55,570 –> 00:38:57,670
I mean, they’re loud on,
so if you don’t do it,

674
00:38:57,970 –> 00:39:00,670
we’re going to go blast
you on social. Okay. Yes,

675
00:39:00,770 –> 00:39:02,050
it’s going to get attention and yes,

676
00:39:02,300 –> 00:39:05,090
that may make us look at it a little
bit differently, but you’re still wrong.

677
00:39:05,490 –> 00:39:06,510
I mean, a lot of times,

678
00:39:07,210 –> 00:39:11,490
and so I’m not wrong in this situation
and I still don’t blast because there’s

679
00:39:11,550 –> 00:39:13,130
nothing to gain. Let them live.

680
00:39:14,070 –> 00:39:18,290
I just will take my business elsewhere
and I don’t want anybody taking- And

681
00:39:18,310 –> 00:39:21,210
that’s reality. … baseball
apparel business elsewhere.

682
00:39:21,310 –> 00:39:24,210
I want it all staying here.
I want everybody coming back.

683
00:39:24,310 –> 00:39:28,810
I want them buying for their friends
or family until they’re retired.

684
00:39:29,250 –> 00:39:31,710
So yes, this is not a
short-term game for us.

685
00:39:33,010 –> 00:39:36,790
What other mistakes are you seeing brands
make or mistakes that we need to be

686
00:39:36,850 –> 00:39:37,910
aware of so we can fix?

687
00:39:40,330 –> 00:39:43,670
I mean, again, I order a
lot off of the internet.

688
00:39:44,850 –> 00:39:46,520
I think in 2026,

689
00:39:46,870 –> 00:39:50,410
it’s very easy to Google a
company and see where they’re at.

690
00:39:51,050 –> 00:39:55,510
I think companies should do a better
job of investing in that public persona,

691
00:39:55,850 –> 00:39:59,090
ensuring that their reviews are
cleaned up, that if they’re bad,

692
00:39:59,150 –> 00:40:02,910
they’re being responded to. And
that’s something that we do.

693
00:40:02,970 –> 00:40:06,250
We’re responding to every review,
whether it’s negative or positive.

694
00:40:06,570 –> 00:40:09,910
We don’t even want people
to post something positive
and us not reach out and

695
00:40:09,930 –> 00:40:11,750
say, thank you. You should
be thanking them for that.

696
00:40:11,830 –> 00:40:15,270
So I think customers don’t take care of

697
00:40:17,030 –> 00:40:19,370
their own reviews as much as they should.

698
00:40:19,630 –> 00:40:22,510
I look and that’s the first
thing that I’m going to do.

699
00:40:22,670 –> 00:40:24,370
I’m going to Google a
company and get the reviews.

700
00:40:25,070 –> 00:40:29,650
And so when I look and I see terrible
reviews and no responses from the company,

701
00:40:29,770 –> 00:40:33,250
that speaks a lot to me.
So I mean, I think that’s important.

702
00:40:33,690 –> 00:40:37,650
And then really just making sure that
the information is out there and there is

703
00:40:37,710 –> 00:40:39,570
no bait and switch. There is not.

704
00:40:40,190 –> 00:40:43,490
And when they get you with
the automatic renewal,

705
00:40:44,670 –> 00:40:47,730
that’s something I am not a
fan of. I want that option.

706
00:40:47,990 –> 00:40:50,850
I don’t want you automatically
putting me in because again,

707
00:40:51,550 –> 00:40:54,950
I’m not going to remember to cancel
it, to turn it off, to monitor it.

708
00:40:55,010 –> 00:40:57,070
So don’t automatically
enroll me in anything.

709
00:40:57,750 –> 00:41:01,350
Make sure I opt into
it with my full chest.

710
00:41:01,930 –> 00:41:04,710
If I’m getting on a subscription, I want
to know I’m getting on a subscription.

711
00:41:04,770 –> 00:41:07,230
Don’t auto-ship me a second
one when I didn’t want it.

712
00:41:07,630 –> 00:41:08,890
Yeah. Yeah. So good.

713
00:41:08,950 –> 00:41:12,750
And just such a good reminder
that poor customer experience-

714
00:41:14,250 –> 00:41:16,490
That’s just not worth it. …
follow you. It will haunt you.

715
00:41:16,810 –> 00:41:17,770
Those negative reviews,

716
00:41:17,830 –> 00:41:21,350
those negative comments that they
will haunt you for years potentially.

717
00:41:21,410 –> 00:41:22,410
But if you take care of it,

718
00:41:23,010 –> 00:41:26,510
if you’re proactive and then
you also fix things quickly,

719
00:41:27,850 –> 00:41:32,770
you’re going to reap dividends
from that for years to

720
00:41:32,870 –> 00:41:37,730
come as well. So any other thoughts, tips,

721
00:41:38,090 –> 00:41:42,650
suggestions that we didn’t cover,
Kristin? Anything we left out,

722
00:41:42,710 –> 00:41:45,610
any parting words of wisdom
you want to leave the audience?

723
00:41:46,310 –> 00:41:46,890
Sure. I mean,

724
00:41:46,890 –> 00:41:51,790
and you said it before when you
said take that and make it a job

725
00:41:51,830 –> 00:41:52,663
description.

726
00:41:52,690 –> 00:41:56,890
Make sure that your
customer service team is

727
00:41:57,990 –> 00:41:58,830
in love with your company.

728
00:41:59,310 –> 00:42:03,050
Make sure that that customer service
team is speaking about the company,

729
00:42:03,230 –> 00:42:07,050
using the words that you would use
to describe that company, invested,

730
00:42:07,210 –> 00:42:11,450
making sure that they fully
understand who you are as a company,

731
00:42:11,930 –> 00:42:13,430
what you want to do for your customers,

732
00:42:14,250 –> 00:42:17,230
and making sure that they’re
actually putting that into practice.

733
00:42:18,150 –> 00:42:22,570
Not just doing the job, because
this is not … Accounting,

734
00:42:22,630 –> 00:42:24,410
you can do a job. You can
punch in those numbers,

735
00:42:24,730 –> 00:42:29,270
you can look at those numbers and
compare and contrast. Customer services,

736
00:42:29,330 –> 00:42:30,730
there’s a lot of soft skills involved,

737
00:42:31,010 –> 00:42:35,890
and that’s not always easy to ensure
that you have the right person.

738
00:42:35,970 –> 00:42:39,930
So make sure that your customer
service team really wants to be there,

739
00:42:40,110 –> 00:42:41,710
really is passionate
about what they’re doing,

740
00:42:42,190 –> 00:42:46,050
and really is invested in your brand.
I think that that alone would make a huge

741
00:42:46,090 –> 00:42:49,610
difference for a lot of these
companies. And again, comes at a cost,

742
00:42:49,670 –> 00:42:54,610
and that does necessarily
mean that you’re not using AI,

743
00:42:54,670 –> 00:42:56,150
you’re not using offshores.

744
00:42:57,990 –> 00:43:01,990
You have people who are proud to be an
employee and are proud to be working for

745
00:43:02,010 –> 00:43:04,950
this company and are going to speak
about your company in a good light.

746
00:43:05,330 –> 00:43:07,170
And I think that’s really one
of the most important things.

747
00:43:07,630 –> 00:43:10,170
Yeah. There’s a cost to
doing it the right way,

748
00:43:10,230 –> 00:43:14,070
but I believe there’s a greater
cost to not doing it the right way.

749
00:43:14,130 –> 00:43:15,370
And so totally agree,

750
00:43:15,450 –> 00:43:20,070
just go so far to have people on
your CX team that love the company,

751
00:43:20,130 –> 00:43:21,470
love the product, love the mission,

752
00:43:21,550 –> 00:43:26,550
love what the team and the brand is
all about, and it makes just a huge,

753
00:43:26,610 –> 00:43:28,850
huge difference. So
here’s what I recommend.

754
00:43:29,090 –> 00:43:33,310
I recommend you go buy something
from baseball lifestyle,

755
00:43:33,550 –> 00:43:37,970
see for yourself what the
experience is like. And yeah,

756
00:43:38,050 –> 00:43:39,610
if you have kids, especially, man,

757
00:43:39,670 –> 00:43:43,730
they’re going to want some ice cream
shorts or some cotton candy, hoodies,

758
00:43:43,990 –> 00:43:48,590
or some other of the amazing
weekly drops of new baseball

759
00:43:49,090 –> 00:43:53,070
gear at BL101. And so with that, Kristin,

760
00:43:53,210 –> 00:43:55,290
thank you so much for taking
the time. This was super fun.

761
00:43:55,430 –> 00:43:56,610
I appreciate having me insightful.

762
00:43:56,920 –> 00:43:59,790
And hopefully this inspired
a few people to say,

763
00:43:59,850 –> 00:44:04,510
“You know what? I’m going to think
about CX differently.” And I think the

764
00:44:04,570 –> 00:44:07,710
online shopping community will
be better for it. So thank you.

765
00:44:08,470 –> 00:44:09,730
I appreciate you having me. Thank you.

766
00:44:10,450 –> 00:44:13,830
Awesome. And as always, thank you for
tuning in. We’d love to hear from you.

767
00:44:14,570 –> 00:44:16,610
If you found this episode to be helpful,

768
00:44:16,850 –> 00:44:18,870
share it with somebody else
you think will benefit from it.

769
00:44:19,390 –> 00:44:20,223
And if you’ve not done so,

770
00:44:20,290 –> 00:44:24,070
please leave us a review on iTunes
or wherever you consume podcasts.

771
00:44:24,150 –> 00:44:26,750
And with that, until next
time, thank you for listening.

772
00:44:27,070 –> 00:44:30,310
That’ll do it for this week’s
episode. One final mention.

773
00:44:30,490 –> 00:44:32,850
If you feel like you’ve
stalled out with your growth,

774
00:44:33,450 –> 00:44:37,210
if you feel like you’ve
missed opportunities and if
you feel like your current

775
00:44:37,690 –> 00:44:41,410
team or agency, they just
don’t have that buyer anymore,

776
00:44:41,930 –> 00:44:45,870
or maybe you feel like you’ve
outgrown them, we would love to chat.

777
00:44:46,390 –> 00:44:49,310
You may be missing opportunities and
we don’t want to miss an opportunity to

778
00:44:49,390 –> 00:44:51,010
work with great brands.

779
00:44:51,230 –> 00:44:55,950
So if you’d love to scale on YouTube or
Google or Meta or Amazon or email and

780
00:44:56,110 –> 00:44:56,943
SMS,

781
00:44:57,290 –> 00:45:00,630
or just look like a second set of eyes
to look over how you’re growing right

782
00:45:00,670 –> 00:45:01,503
now,

783
00:45:01,670 –> 00:45:06,270
visit us at omgcommerce.com
and we can’t wait to help you

784
00:45:06,390 –> 00:45:07,450
scale profitably.