Deliver a Choreographed Customer Experience
Varsity is a leader in cheer and dance camps, competitions, and apparel. They design, manufacture, and sell items such as uniforms, shoes, and accessories. Varsity has driven the tremendous growth of cheer and dance activities globally.
Varsity Spirit is comprised of three separate business units that were becoming increasingly disconnected as the brand experienced unprecedented growth. Each division utilized different legacy portal systems that contributed to an inconsistent customer experience. Their knew their existing customer-facing site was clunky, not user–friendly, and not aligned with their brand identity. Duplicated client information across systems resulted in poor data integrity, which led to the need for time-consuming manual data clean up by staff. In addition, the monumental growth in business meant service staff was stretched to the limit assisting with routine requests, particularly during the busy camp registration and all-star competition seasons. Varsity tasked the Trifecta team with developing a one-stop-shop for customers that would re-unify the brand and enhance the customer experience.
Trifecta’s team consulted closely with Varsity’s various business units to understand their needs and identify their current pain points. The functionality of the existing customer portals was inventoried, and eventually consolidated onto a single platform.
Our solution integrated with Varsity’s existing systems and utilized mobile-responsive templates to streamline customer experience across platforms. A custom Force.com camp management app allowed users to engage from anywhere at any time. A second application, integrated with LiveAgent, allowed for on-demand live support by service staff. Not only could customers find and register for camps easily, but event staff could register and communicate about events, coaches could create rosters and update contact records, and staff could track payments. The new system also created options for Varsity to prompt customers for key data throughout their portal journey, which would customize their experience based on responses about interests and needs.
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Responsive Web Portal:
Trifecta redesigned and rebuilt Varsity’s event management tool to be a responsive, modern, and beautiful online experience.
Trifecta’s work with Varsity Camps helped them overcome major operational efficiencies and increase customer satisfaction with updated site functionality and live support. As a result of self-service options, Varsity experienced a significant reduction in call volume to sales and service teams. Their unified portal allowed Varsity to more easily cross-promote services and products to teams from all three of their business units. In addition, the ability to capture additional profile data about their customers allowed Varsity to further personalize the customer experience and engage more deeply across the platform.