Service that keeps customers coming back
Running omnichannel service and loyalty operations for leading retail and hospitality brands
Managing our consumer experience is complex. The communications and clarity we now get are taking that complexity away. Through a simplified, harmonized approach, Firstsource has created a solution with a consistent methodology and real benefits at its core."
WHY THIS MATTERS
Retail service is failing its customers
Only 9% of consumers are satisfied with in-store shopping. Ecommerce is only slightly better.
Satisfaction gap
9%
of consumers satisfied with in-store shopping; 14% satisfied with ecommerce. Retail has a structural CX gap that service operations must close.
IBM Institute for Business Value, 2024
Omnichannel premium
67%
CSAT achieved with seamless omnichannel service versus just 28% in disconnected multichannel setups. The gap is structural and measurable.
Plivo, Omnichannel Customer Service Statistics, 2025
Loyalty risk
73%
of consumers will switch to a competitor after multiple bad experiences. Service quality is the primary commercial determinant of retail loyalty.
Zendesk CX Trends 2025
PROVEN OUTCOMES
Where service investment pays back in loyalty
Service and loyalty results from live retail operations, from grocery to formalwear
86%
CSAT
Delivered high-performance CX for a leading health and beauty retailer, maintaining satisfaction and eliminating fraudulent claims.
92%
CSAT
The redesigned complaints framework for a quick service restaurant achieved 92% CSAT on the Extra Mile team.
93%
Service level
The Priority Line of a premium fashion retailer achieved a 93% service level, with abandonment at 1.59% for the standard line.
Solution deep dive
Full-spectrum solutions. One service operation.
Deployed across every retail contact type, these solutions move customers from resolution to retention.
Carry the customer, not just the query
Firstsource operates multichannel contact operations across voice, chat, email, social, and SMS, carrying customer context across every channel without requiring the customer to repeat themselves.
- Multilingual service capability across UK, Europe, and international markets
- Kairos Co-Pilot surfacing customer history and suggested resolution at point of contact
- HITL (human-in-the-loop) and HOTL (human-on-the-loop) delivery models calibrated to query complexity and commercial value
Resolve it once. Protect the next purchase.
Post-purchase contacts, including order tracking, returns, and refund queries, are the moments that most directly determine whether a customer buys again. Firstsource manages these workflows with the real-time system access and first-contact resolution discipline that protects loyalty rather than just closes tickets.
- Real-time order status access via CRM integration with commerce platforms
- Returns authorization, refund processing, and stock query resolution at first touch
- Automated escalation routing for high-value or time-critical cases
- AI agent deflection for order status and standard returns queries
- Returns intelligence fed back to buying, logistics, and product teams
Accuracy and empathy, in the same interaction
Billing and payment contacts sit at the intersection of operational accuracy and customer trust. Firstsource operates these workflows with the fraud resilience retailers need and the empathy customers expect, without splitting them into separate functions.
- Billing query resolution across voice, chat, email, and WhatsApp
- Payment dispute investigation within policy framework and commercial guardrails
- Fraudulent claim identification embedded in standard billing workflows
- CSAT-verified resolution with quality scorecard monitoring throughout
- Insight reporting on billing contact drivers fed to finance and product team
Recover the customer, not just the complaint
Firstsource designs and operates complaints programs that rebuild loyalty rather than simply close cases. The outcome standard is commercial: recovered customers, reduced goodwill spend, and measurable improvement in satisfaction scores.
- Empathy-led complaints framework aligned to brand tone of voice and values
- Goodwill and compensation management within commercially calibrated guardrails
- App and loyalty credit mechanisms to reduce cash outlay and drive return visits
- Brand ambassador role embedding voice-of-customer insight into weekly stakeholder reporting
- Scalable from specialist recovery teams through to franchise-level programs
Turn service contacts into loyalty-building moments
Firstsource runs loyalty program operations and retention campaigns that convert resolution contacts into reasons to return and recover customers who are drifting away.
- Loyalty program query resolution and account management across all channels
- App and account registration encouragement embedded in service resolution workflows
- Outbound retention campaign management for at-risk and lapsed customer segments
- Proactive post-purchase outreach to protect customer lifetime value
- Trust Pilot and review incentive programs integrated into service operations
WHO WE SERVE
Built for your segment, not the average retailer
Whether you run your own brand, a multi-format store estate, or a marketplace platform, the service operation is built for your contact profile and customer expectations.
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Consumer brands
Direct-to-consumer service that protects brand equity
We operate customer service and loyalty programs for consumer brands selling direct, managing post-purchase contacts, returns, billing queries, and complaints in a way that reflects the brand's own tone and values rather than a generic contact center experience.
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Omnichannel and specialty retailers
Direct-to-consumer service that protects brand equity
We run omnichannel contact operations for retailers with store, ecommerce, and digital touchpoints, carrying customer context across voice, chat, email, and social so advisors resolve queries at first contact without asking the customer to repeat themselves.
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Retail marketplaces
Service operations built for marketplace complexity
We support marketplace operators managing multiple seller relationships and high contact volumes, handling buyer queries, disputes, and escalations with the speed and consistency that protects platform reputation and seller satisfaction.
CUSTOMER STORY
45% less goodwill spend, CSAT lifted above average
A quick service restaurant wanted to improve complaint handling and customer recovery outcomes within an established customer care operation. Existing processes were driving unnecessary goodwill costs without consistently improving customer satisfaction.
Firstsource redesigned the complaints operation to create more effective customer recovery journeys and stronger brand engagement. The transformation reduced goodwill spend by 45% while converting 23% of dissatisfied customers into registered app users, improving both customer outcomes and long-term loyalty.
Firstsource redesigned the complaints operation to create more effective customer recovery journeys and stronger brand engagement. The transformation reduced goodwill spend by 45% while converting 23% of dissatisfied customers into registered app users, improving both customer outcomes and long-term loyalty.
92%
CSAT for Extra Mile team
45%
lesser goodwill spend
23%
dissatisfied customers converted
PROOF OF DELIVERY
What delivery looks like in practice
45%
goodwill cost reduction
A restaurant's Care Squad was handling complaints, not rebuilding loyalty. Firstsource redesigned the framework, trained the team on authentic brand voice, and converted a cost function into a loyalty engine.
97%
QA score
A quick service restaurant arrived with a backlog and a poor ICS ranking. Firstsource redesigned the program, embedded voice-of-customer reporting, and delivered national recognition within the first full year.
94%
Email SLA
A UK fashion retailer's new contact center, built and launched by Firstsource in 16 weeks, achieved email SLA of 94%, four points above the 90% target, from day one of the new operation.
TESTIMONIAL
Operators who changed how they run retail
We have come so far in this time and it's really down to all of your hard work. It's also worth pointing out that our competitors didn't make it onto any of the lists below. Thank you to everyone who has been involved in this journey of transformation.
You took over a significant backlog with zero experience of our business, right at the start of Retail Peak and Black Friday. You took control, spoke to customers without them having to wait. Being there for customers made a massive difference, taking us to a whole new level.
Managing our consumer experience is complex. The communications and the clarity we get from [Firstsource] is taking that complexity away. Through a simplified, harmonized approach, they have created a solution with a consistent methodology showing real benefits at its core.
INSIGHTS
Latest from the Firstsource team
Insights from the field, real operations, real outcomes, and perspectives from the people making it work in live operations.
contact us
Retention starts with service. Let's fix yours.
Tell us your service and loyalty challenge and we will map a live operational response within 48 hours.
- Diagnosed by a retail operator running omnichannel service in production across grocery, QSR, and fashion.
- Built around your channel mix, complaint profile, and loyalty mechanics, not a generic service maturity model.
- Grounded in live outcomes, from Institute of Customer Service (ICS) top five rankings to 97% QA, before any commercial commitment.