Who is Nadia Famularo?

Meet Nadia Famularo, head of Customer Success at Frank And Oak!

About Frank And Oak

Frank And Oak is a well-known apparel and lifestyle company which got its origins in Montreal.The company began as a popular spot in the famous “Mile End” area, and quickly grew into one of Canada’s leading clothing brands. 

 The brand is famous for its high-quality designs and conscientious business practices that prioritize sustainability. 

Nadia’s CX Journey

Nadia's career in customer experience (CX) began unexpectedly after her graduation. She started at Frank And Oak in an entry-level position, which became the foundation for her professional growth.

This initial role proved to be a crucial stepping stone, allowing her to develop a deep understanding of customer needs and preferences.

Over time, Nadia's dedication and insight led to advancement opportunities within the customer service team and eventually into operations. She emphasizes the importance of listening to customers, both through direct interactions and by analyzing customer insights. This approach helped her gain a comprehensive understanding of customer expectations beyond just the service aspect.

"Customer experience is my home base and has shaped the way I approach new initiatives" Nadia explains.

What Excites Nadia About CX

Nadia's passion for customer experience (CX) is rooted in its dynamic nature and the evolving relationship between customers and businesses. Having joined Frank And Oak during its startup phase, Nadia has witnessed significant changes in both customer behavior and business operations. 

She also appreciates her company’s values. At Frank And Oak, sustainability and eco-friendly practices are at the forefront of their mission. "A big part of this mission is to fold in sustainability and eco-friendly values into everything we're doing," she explains. 

This commitment extends throughout their supply chain and operational practices, bolstered by the company's B Corp certification. For Nadia, the challenge of integrating these values into every aspect of the customer experience while adapting to changing consumer needs is what makes her role so engaging.

The CX Team at Frank And Oak

Nadia leads a small team of CX agents. By optimizing their tech stack and automating certain aspects of customer interactions, they've significantly reduced friction points in the customer experience. 

"We're able to leverage key integrations and kind of whittle it down [in a way] that makes our agent's and our customer's experience a little more frictionless,” Nadia explains. 

Hiring Smart

Nadia's approach to hiring emphasizes strong communication skills and a problem-solving mindset. "Having the right kind of communication style and ability to relate to our customers is really important," she explains. 

Nadia recognizes that while effective communication is a fundamental requirement, it's the ability to think critically and innovate that sets exceptional team members apart.

"We have standards and clear processes in how we solve some of our recurring problems, but [it helps to be] always trying to find a way to be a little more innovative" she notes.

 This philosophy ensures that the team doesn't become complacent, constantly seeking new ways to enhance customer experience. 

Nadia also values a collaborative spirit, as the small team relies heavily on open communication and mutual support. "We have a small team, but they're constantly in communication with each other," she says. 

CX Team Success Factors

At Frank And Oak, customer service success is measured differently depending on the situation. For straightforward inquiries like order tracking, clear-cut solutions are readily available. However, for more complex interactions, such as helping customers choose outfits, success hinges on the ability to understand and connect with the customer on a personal level.

"Getting to know the customer…putting them at the centre of what we do is [our] purpose," Nadia explained. This approach allows the team to provide tailored assistance that goes beyond basic problem-solving. 

As she puts it, "You want to kind of build some level of rapport, but still have that kind of politeness and the right amount of friendliness. Make it relatable." This friendly yet professional tone helps create a more engaging and personalized shopping experience for Frank And Oak's customers.

While these interactions can take many forms, Nadia favors email for handling customer interactions because it allows for unrushed, thoughtful replies. 

Revenue Generation/AI/topics of interest

Nadia recognizes the value of AI in customer experience but emphasizes the importance of maintaining a human touch. She believes in striking a balance, using AI to support both agents and customers without replacing personal interaction. "I think it's really about finding how can you leverage AI to support your agents first of all and also your customers," Nadia explains. 

At Frank And Oak, AI is currently used to streamline information gathering in their CRM platform, with plans to expand its application in self-service options and targeted information delivery.

Looking Ahead

While Nadia believes emerging technologies will shape the future of CX and E-Commerce, she firmly believes that there will always be room for the human side of customer interactions. 

"I think there will be a lot more AI and automation... But I don't think human customer service agents are going anywhere. You lose a lot of the authenticity and ability to really understand your customers when you don't have that kind of human connection," she states. 

Nadia advises CX leaders to balance frontline engagement with strategic decision-making. She emphasizes leveraging customer service insights for broader business strategies. "It's really important to find the right balance of being in touch with your agents, but also... leverage your customer service teams insight... into strategic decisions," she explains.