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CX Goals and Challenges in Apparel with Max Wallace of

Max Wallace, the CX Director at Tommy John, discusses his department's goals, unique challenges compared to other apparel brands, approach to tech and personalization, and digs into his approach to leadership. Looking to uplevel your brand's customer service? See how Kustomer can work for your CX team: https://tinyurl.com/e5f4zu8u Tommy John's main targets for 2025 include combating friendly fraud, providing package protection, and implementing AI-based systems within customer interactions. Meticulous about the quality and fit of their products, Max expressed that a significant challenge lies in educating customers on the benefits of a premium product and aiding them to find the perfect fit. Max shares how building and nurturing customer loyalty hinges on delivering exceptional customer service backed by personalized assistance. From his perspective, the focus of all CX leaders should be on cultivating product knowledge, expressing care, and developing expertise—elements that are instrumental in creating a standout customer experience, and thus, fostering ongoing customer loyalty, especially in the apparel industry.