A Standard Search for Skincare Products Resulted in an Exceptional Customer Experience: Sephora's CX Journey

Over the past few years, I felt like everything with my skincare experience was going smoothly—until it wasn’t. A couple months ago I noticed that, perhaps because I’m not eating well enough or just because I’m getting older, my skin was becoming blotchy, dry, and oily. A simple Google search told me that my skin was dehydrated, but I had no idea what to do about it. On a whim, I visited Sephora’s website and, within a few hours, had products picked out by a specialist in my hand with the promise that I could return the items if they did not do the trick.

This experience not only alleviated my immediate skin problem but created a trust in Sephora’s team that isn’t going away any time soon. So what exactly did Sephora do that left such a good impression on me, and what are some takeaways for other businesses?

Aside from a misguided attempt to wear makeup in middle school, I have never purchased a product from Sephora. When researching the best products to solve my skin ailments, however, a multitude of articles and videos recommended products from a wide variety of brands, all of which were housed at Sephora.

Rather than go in person, I figured I would just check the website for each of the recommended products I was considering. After a few minutes on the Sephora website, I clicked the chat icon to get some much-needed assistance and received the expected: “Choose which category best describes what you need help with.” Then, the unexpected happened. Moments after I clicked “Skin” and briefly described my concerns, I was connected with a representative that had read my problem and identified follow up questions to help me get to a solution. The “Beauty Advisor” showed me links to products below my price range and even placed the ones I wanted in my cart for me. He suggested I test out the products at the store first to ensure they matched my skin tone. At the end of the conversation, all I needed to do was put in my payment information and wait for the items to be ready at the store. Barely an hour later, I received a notification that it was time for pickup.  

Though this simple interaction may seem unremarkable on the surface, the effectiveness and efficiency of the digital conversation felt mind-blowing. Never had I had such a positive experience online with a representative. There are three things that made this occurrence seamless and truly enjoyable:

1. After responding to two simple prompts, I was rapidly connected with an advisor that was already briefed on my issue.

In other words, I didn’t need to repeat myself. 44% of companies surveyed in our most recent Market Study say that one of their biggest make-or-break CX moments occurs when customers have to repeat themselves. By recording information and training representatives to acclimate themselves with the situation before jumping in to chat, companies promote a happier customer experience.

2. Rather than connecting me with a general customer service provider, Sephora connected me with a “Beauty Advisor” that specialized in the area where I needed assistance.

The person on the other end of the conversation was neither trying to sell me something I did not need nor encouraging me to buy something out of my budget. At the end of the conversation, I ended up purchasing a product that was only $10—far from the most expensive thing in the store. Because of this, the representative earned my trust. Without seeing him or hearing his voice, I felt that he not only knew what he was talking about but that he sincerely wanted to help, not just make his quarterly numbers.  

3. The was no “Beauty Advisor Script” the agent was following.

Was he cordial? Of course. Polite? Yes. Respectful of my time and quick with a response? Absolutely. But was he following a script? Definitely didn’t seem like it. Our conversation felt like an authentic interaction. When I said something along the lines of, “I’m not an expert, is there a product that requires less steps?” he didn’t copy and paste an answer but sent me a link to a product he thought would be easier for me to use.

My positive experience with Sephora did not end when I shut down my computer. About an hour after I logged out of the chat, I received a notification that my purchase was ready to be picked up in the store. Walking into that environment full of unfamiliar things and products I do not understand would normally have made me feel overwhelmed, but, after my conversation online, I knew exactly what I needed to do. When I went to the checkout counter, another extraordinary thing happened:

The cashier grabbed my items from behind the desk and asked if I would like her to help me try them out. I obliged and was immediately grateful she asked; it turned out the color was not right for me. The employee assured me it wasn’t a problem, tested out a couple more shades against my skin tone, and then exchanged the product for a different color. Best of all – she did it all without having me put in any of my information again.

Even if I did not love the product (which I totally do), this online to in-store shopping trip stands out as one of the most supportive customer service experiences I’ve ever had. Why? Because Sephora leveraged omnichannel engagement to make my skincare adventure better. Sephora does not get overwhelmed with information but instead leverages it, empowering remote and in-store representatives to best support customers The result: a quick, comfortable, and uplifting experience that won Sephora a loyal customer.

My positive experience with Sephora did not inspire a sudden need to spend thousands of dollars on makeup or hair products every year. It did, however, promote a long-lasting trust in their brand. I may not become their best customer, but I will be a life-long one, returning to their site whenever I have a problem they can help with. By providing streamlined assistance across digital and in-person channels, companies in any and every industry can create pleasant environments where customers feel supported, respected, and likely to return.

Photo by Boxed Water Is Better on Unsplash