Who is Lorin Torres?

Meet Lorin Torres, the Customer Success Manager and Recruiting Manager at COAST!

About COAST

What began in 1919 as a company manufacturing salmon fillet knives to make cannery workers lives easier and safer, has grown into a brand of world class flashlights, headlamps, lanterns, cutting tools and rechargeable batteries, all built with uncompromising quality. COAST’s mission is to make the lives of our users safer, easier and more enjoyable.

Lorin’s CX Journey

Lorin's journey into customer experience at COAST took an unexpected turn after a diverse career in HR, recruiting, and sales. Following a year-long break to "catch my breath, refocus, and see where I want to dive into next," she found herself coaching soccer and basketball. It was during this period that a chance conversation with a fellow coach led to a new career opportunity.

Initially hesitant about returning to work, Lorin was repeatedly encouraged by her coaching colleague to consider a position at his company. "This company is family owned, locally owned. It's an amazing company," he told her, emphasizing the unique qualities of the organization. This personal recommendation and the company's values ultimately led Lorin to apply for the role at COAST, marking the beginning of her transition into the customer experience field.

What excites Lorin about CX

Lorin's enthusiasm for customer service stems from her personal experiences as a consumer. "We're all customers, right? We all have a need, we all make purchases," she explains. Her approach to service is deeply rooted in the human connection: "For me, it's like I will go back to a place if I feel I mattered or my need was addressed."

This people-centric philosophy is at the core of Lorin's professional ethos. "My business isn't the customer, it's the person," she states, applying this principle across all aspects of her work, from employee management to customer interactions.

 Lorin views customer success as an opportunity to forge meaningful connections and build lasting relationships. In her words, it's "another way to connect with people, another way to build a lifelong customer with people." She believes this approach helps restore the personal touch that she feels is often lacking in modern business interactions.

The CX Team at COAST

Lorin's approach to hiring CX agents at COAST focuses more on personality traits than technical skills. "I'm not looking for a skill set necessarily, like I can teach you how to use the systems we use, but I can't teach you to have personality and show compassion and be patient," she explains. This emphasis on character underscores her belief that the right attitude is crucial for success in customer service.

Cultural fit is another key factor in Lorin's hiring process. She seeks individuals who will "embrace the culture here at COAST" and share the company's enthusiasm for its products. However, the most critical quality she looks for is a customer-first mindset. Lorin articulates this priority clearly: "I'm looking for someone who wants to put the customer first." She sees her role as supporting her employees so they can, in turn, prioritize the customers: "It's my job to put you first as my employee, it's your job to make sure the customer's first."

Celebrating the Company Culture

Lorin embraces a collaborative approach to team building at COAST. She organizes regular potluck events, encouraging team members to share their culinary skills. Lorin explains, noting how these gatherings foster a sense of community. This practice not only celebrates diversity within the team but also serves as a unique way to strengthen relationships among staff members.

CX Team Success Factors

At COAST, Lorin and her team manage customer interactions through a multi-channel approach. The company uses Zendesk as their primary platform for handling customer inquiries and warranty request.. "Zendesk is where we get tickets in," Lorin explains.

A key feature of COAST's customer service is their generous warranty policy. "We offer a lifetime warranty on all our products," Lorin states, adding, "You don't need to give me a receipt to prove it, we just ask for proof of possession." This policy underscores the company's commitment to customer satisfaction and product quality.

COAST's customer support is available through various channels. They offer phone support from 8 a.m. to 5 p.m., Monday through Friday. Additionally, following a recent office relocation, customers can now visit in person. "We have a front desk where they come in, they'll see me, somebody on my team, and we'll help them," Lorin explains, describing their face-to-face customer service option. This multi-faceted approach allows COAT to cater to different customer preferences and needs.

Revenue Generation/AI/topics of interest 

Lorin views AI, particularly ChatGPT, as a useful tool in customer experience at COAST, but emphasizes its role as a supplement rather than a replacement for human interaction. "It's another resource for us," she explains, noting its utility in organizing thoughts and refining communications.

However, Lorin maintains a strong focus on authenticity in customer interactions. "When we respond to customers, we want it to be genuine," she states. While she personally uses AI for certain tasks like write-ups or responses, her team use AI for "refining" their responses. Lorin's approach balances the benefits of AI technology with the importance of maintaining a human touch in customer service, prioritizing authentic communication with COAST's customers.

Generating Revenue

While generating revenue is not the primary CX focus at COAST, Lorin empowers her team to foster intimate connections with customers that ultimately allow them to make recommendations. 

The goal is to form connections that produce repeat customers. “My team is constantly making recommendations that turn into sales,” Lorin explains. 

Ultimately, it is this attitude of empowerment that guides all of Lorin’s leadership choices. Her number one piece of advice to other CX leaders? “Listen to your people,” she says.