The Costco Call Center and Member Services team knew it was time to evolve. Whether responding to common FAQS, answering calls, or relaying important updates, the overwhelming majority of the customer service scripts lacked clarity, consistency, and a human touch.
The team had not been trained — or even encouraged — to adopt a communication style rooted in the brand persona. Instead, roughly 910 outdated templates served as a “foundation” for drafting emails or responding to inbound calls.
Enter Redbird. Because we already knew the brand so well (having worked with Costco on multiple projects across several departments), Redbird was recruited to help improve Costco Member Services’ ability to support and communicate with the brand’s 90.3 million members, establishing:
Redbird approached improving the digital member support experience in four steps:
Costco’s Member Services Team began deploying the new voice — and their training — immediately. Employees reported:
After attending our workshops, leadership began to prioritize quality over quantity, taking steps to create a culture in which employees were less focused on quotas and more focused on making members feel acknowledged, supported, and connected to the brand.