For retail brands, the pressure is even higher. How do you keep raising the bar while growing fast?
Multilingual CX can travel beyond hurdles and borders
Retail brands have a reputation to protect and a promise to deliver, and every customer interaction matters. But when branching out into new regions, the hurdles keep piling up:
- Companies that see high employee turnover tend to experience lots of operational problems, customer service problems, reduced productivity, reduced sales and more.
- 60% of consumers have purchased something from one brand over another based on the service they expect to receive.
- 76% of customers prefer to purchase from brands that offer support in their native language. If you can’t connect with them on their terms, you’re missing out on loyalty and sales.
Put all these together, and it’s clear: scaling up CX isn’t just about numbers. It’s about finding the right people, connecting every channel and building a culture where employees are motivated and engaged, and want to stay and grow.
Expanding teams to serve every customer
A luxury coffee brand faced these issues as it worked to deliver top-tier, bilingual support for its Canadian customers. It struggled to hire enough bilingual staff and systems were disconnected, which caused customer satisfaction to drop, especially among VIPs who expect premium care in both English and French. This is a hard hit — customer experience is critical for all retail brands, but customers take their coffee seriously, and 65% of coffee customers will switch brands based on customer service experience.
Looking for a better way, the brand decided to build a new team. They started small, launching with just 10 bilingual agents in Morocco. Thanks to their skill and flexibility, the impact was immediate. Within six months, the team grew to over 100 agents. After a competitive review, the brand expanded the operation to 250 agents in Rabat, covering every angle: B2C and B2B support, sales, technical help and all major channels — phone, chat, social and email — in both English and French.
They didn’t stop there. The Rabat site focused on boosting employee engagement and included a dedicated coffee lab so agents can immerse themselves in the products. The brand holds regular innovation sessions to keep teams aligned and continuously improving. It’s an approach that’s all about expertise, agility and always raising the bar.
Record-breaking satisfaction and sales
Here’s what happened when all the pieces came together:
- CSAT for voice jumped 7 points year-over-year, hitting 74.4% by March 2025
- Within the brand, Canada became the #1 market globally for sales and #2 for CSAT
- Machine sales shot up 40%, with strong growth in capsules and orders, too
- Employee turnover dropped to just 3.8%, beating both industry averages and client goals
- Absenteeism fell to 2.7%, way below the 6% target
Mapping the journey for world-class CX
This story proves that with a focus on people and technology, brands can deliver standout customer experiences, no matter where their customers are. This luxury coffee brand isn’t just keeping up, but setting new standards for satisfaction, sales and employee happiness. When you blend agility, innovation and a genuine partnership, CX becomes the engine for growth.
Read the full case study to learn more about how this brand found success in expanding and scaling its CX seamlessly.