Company: Michael Kors, New York, NY
Company Description: Michael Kors is a world-renowned, award-winning designer of luxury accessories and ready-to-wear. His namesake company, established in 1981, produces a range of products under his signature Michael Kors Collection and MICHAEL Michael Kors labels. These products include accessories, footwear, watches, jewelry, men’s and women’s ready-to-wear, eyewear and a full line of fragrance products.
Nomination Category: Customer Service & Call Center Awards Individual Categories
Nomination Sub Category: Back-Office Customer Service Professional of the Year - Other Service Industries
 Nomination Title: Andriana Antonucci
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2020 of the nominated woman, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 193 words used.
The MICHAEL KORS Contact Center was established in 2014 to provide real-time support to a growing customer base who shopped online via our website. A primary goal is to support the online channel and generate sales to offset the annual Contact Center operating costs. Style Consultants (CSR's) are trained to provide product information, styling advice, accessorizing tips, and convert inquiries into sales. Using a white-glove, consultative selling approach to create lifelong customers and loyal fans of the brand, the call center became a profit center and started generating more sales than many of MK's brick-and-mortar retail stores. To ensure we meet our KPI’s, Andriana Antonucci (Senior Analyst) plays a vital role in the daily operations fo the Contact Center. She’s been instrumental in developing reports and dashboards to help us effectively run the business. Andriana is also the person responsible for forecasting contacts (daily, weekly, monthly and annually), establishing sales goals, and resource planning. She also provides daily sales and KPI reporting to ensure all the agents are apprised of their performance metrics.
Recent Successes:
2021: Developed a new rewards and recognition program
2022: Improved contact forecasting from ~25% to within ~5% variability
- Outline the nominee's achievements since July 1 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 200 words used.
The Challenge: We needed to create an environment where all Style Consultants were motivated and energized. Additionally, we wanted to increase sales, improve conversion rates, and achieve first call resolution on every contact.
Operational Approach: Andriana developed a new forecasting model which improved contact forcast accuracy, allowed for better resource and staff planning, and reduced operating costs. Andriana partnered with the BPO provider to review trends, orders, and contacts on a weekly and monthly basis in order to improve forecast accuracy. With Andriana’s help, we developed new commission-based incentive to reward all sellers. This led to the launch of the $100K Sellers Club to recognize and reward Style Consultants sales in excess of $100K. Andriana also publishes a daily Scorecard Dashboard and Sales report to ensure the business is aware of how we are trending to goal.
Outcome: At the end of 2022, we were able to increase year over year sales by 34%, beta our sales goal by 20%, and improve conversion rate from 37% to 39%. We also improved our contacts forecasting from a 25% variance to within a 5% variance. All this would not have been possible without Andriana’s dedication and commitment to supporting our Contact Center.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 49 words used.
We provided a deck that supports the achievemenst in the entry attached as MICHAEL KORS STEVIE ENTRY #56. It includes KPI tracking slides to quantify the performance, examples of $100K Sellers Club award, screenshots of the digital training catalog, and excerpts from Korn Ferry’s Professional Selling Skills ® training.
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 189 words used.
To negate a call center cost and become profitable as a cost center is not an easy task. Our goals were increasing as our forecasts increase and being able to satisfy the customer is an ever-evolvoing task
Action Plan
To be profitable included developing a plan:
- To reduce costs with better forecasting models
- Reviewing forcasting needs every week according to business plans
- Create incentive programs to rewards more agents
- Commission-based incentives
- $100K Sellers Club
- Create sales goals every agent could work towards
- Develop more one-on-one coaching time during scheduled time
- Introduce outside training by Korn Ferry
- Track individiuals and site goals with different KPI metrics
Results
The Contact Center recovered by re-launching with virtual teams spread across two countries (the Dominican Republic and Canada). The teams performed admirably and exceeded all sales goals and SLA's.
- Sales exceeded the target by 20%
- Sales Conversion Rate increased from 37% to 39% by fiscal year-end (+5.4%)
- Average Order Value increased 4% [REDACTED FOR PUBLICATION]
- Attriton reduced by 5%
- FCR improved from 89% to 90%
- MK Insider sales training to 100% new hires
- Forecasting accuracy from 25% variance to 5% variance
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