You know how you get those ‘KYC’ messages and calls from time to time? Well, what is that? ‘KYC’ or ‘Know Your Customer’ is the process by which a business identifies and verifies the identity of its clients. The term is also used to refer to the bank and anti-money laundering regulations that govern these activities.
At StyleNook, a service that provides fashion stylists in India, we’ve got a different take on things and while KYC is woven into our DNA, our interpretation of it is bang opposite of its textbook definition. We’re obsessively paranoid about 2 things –
- The confidentiality and security of the data and identity of our customers
- As fashion consultants, making sure that all the information they share with us is used, and used well, to ensure delightful and satisfying experiences
When you have a career to juggle combined with everything else that your personal life throws at you, it’s an awesome feeling to have your personal stylist who can take care of your work wardrobe. This is exactly why working women love us! By sharing details about her preferences, tastes, and measurements, our customer ensures for herself a fabulous ongoing experience from one of the best fashion stylists in India.
We believe in listening. We believe in paying attention. And this is why we are able to deliver a great experience to her. No piece of information is too small, no request is too difficult to understand. As a result, there are some amazing (and sometimes crazy) conversations you will overhear in different departments at Casa StyleNook.
The Buying team — “It’s summer. We have to focus on finding new brands and styles in summery dresses. But remember, 2/3rds of our customers prefer dresses with sleeves.”
“Measurement charts are sacrosanct. Let’s never ever send something to our customer that won’t fit her well.”, yells the Merchandising team.
Meanwhile, in the Styling department, “My customer is 2 months pregnant. I don’t want to give her something that’s fussy around the neck. It’s hot now and it’s so difficult to deal with skin irritation during pregnancy.”
And our Operations department adds, “This customer’s a consultant. Let’s make sure we ship her clothes out on Thursday, so she gets it on Friday and she has the weekend free to try the pieces out”
Marketing has a say too, “She likes looking at the latest trends for the season. Let’s make sure nothing random and out of trend shows up on Facebook.”
Of course, there’s Customer Care — “Yes, I know I need to get an update from this customer but I can’t do it now. I’ll wait till after office hours to reach out to her. It doesn’t make sense to disturb her at work.”
And it goes on…
Every single minute of every single day, we are fixated on ensuring that we walk in the shoes of our customers and that all our processes evolve around them. And guess what, being a team of nerds and data junkies, we see some very interesting statistics.
Here are some fun facts:
- I’m too round, she says. My body has no shape, she complains. And you know what, 65.2% of our customers are actually triangle body shaped. But it’s important to remember that no matter what your shape and size, all our customers are beautiful and we love handpicking the perfect styles to let them flaunt their beauty.
- 88.4% of our customers actually don’t like browsing endlessly but absolutely love dressing up. Well, that’s why they have us!
- 100% of our customers love the fact that they have a personal stylist and the amazing styling tips they get. Ummm, did anybody doubt that?
