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Swarovski is crystal-clear on the value of managing customer service online

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Swarovski is crystal-clear on the value of managing customer service online

Jewelry is one of the most precious gifts you can give, but the pandemic has taught Swarovski that having the ability to manage the customer experience online is priceless.

Headquartered in Wattens, Austria and family run since its founding in the late 1800s, Swarovski has become known as a premier brand for necklaces, watches and many other accessories that are often made out of crystal.

That means having to shut down stores following the outbreak of COVID-19 could have been devastating, given the company’s tradition in physical retail, according to Isabella Kosch, Swarovski’s head of GBS Service management.

“Crystal is a material that people would like to touch, to feel in a shop, especially as you’re selling jewelry and watches,” Kosch said during a session this week at ServiceNow’s virtual summit, Knowledge 2021.

Even so, customers proved more than willing to pivot to online orders in order to continue to buy accessories and gifts, Kosch said. The downside was that

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