The Cotswold Company: Crafting Exceptional Customer Experiences in Retail

The Cotswold Company partnered with redk to transform customer care from a reactive function into a strategic business driver. By harnessing technology, data insights and leadership alignment, the company has enhanced customer journeys across all channels.

Objectives

redk supported The Cotswold Company in turning customer care into a strategic pillar of the business. The objective was to move from reactive support to a proactive, data-led CX vision that empowers every part of the organisation to deliver consistently high standards of service.

Strategic Vision

Define and embed a company-wide philosophy for customer care, led by executive sponsorship.

Operational Excellence and Tactical Speed.

Improve efficiency and consistency across complex, multi-channel customer journeys, with speed and quality.

Data-Driven Insights

Use data and technology to track performance, identify gaps, and enable continuous improvement.

Security & Trust

Enhance customer data protection in response to growing cybersecurity risks.

Scalable Foundations

Establish a robust operational and technical base to support future innovation, including AI.

Challenges & Solutions

Together with redk, The Cotswold Company addressed the complexity of its customer journey, fragmented processes, and growing concerns around data security, building a unified, future-focused approach to CX.

Challenge

Solution

Desafio

Fragmented customer journeys across retail, online, and logistics, making consistent service delivery difficult

Operational silos resulting in disjointed customer interactions and limited feedback loops

External uncertainty in the economic and political environment impacting planning and CX

Rising concerns around customer data security

Need for governance without losing agility

Lack of structured categorisation limiting insight into common issues and root causes

Inconsistent or unclear customer request forms leading to friction and incomplete submissions

Manual processes and legacy workflows slowing down response times and team efficiency

Solución

Appointed a CX lead and unified processes through cross-functional alignment, improving oversight and responsiveness across departments.

Introduced Zendesk and structured ticketing systems to centralise customer data, streamline case handling, and inform performance improvements.

Strengthened planning processes and communication channels between departments to increase business agility and minimise disruption.

Elevated data protection as a business-wide priority, implementing enhanced authentication protocols and ongoing risk mitigation.

Established clearer decision-making frameworks for budgeting, hiring, and CX initiatives, supported by regular leadership engagement.

Reviewed and restructured categorisation fields to align with key reporting needs, enabling clearer visibility and improved root cause analysis.

Refined customer-facing forms to be more intuitive and relevant, reducing back-and-forth and improving first-time resolution.

Optimised workflows and automations using Zendesk best practices, enabling faster handling and empowering the team to work more effectively.

Key Results

Through a focused and collaborative transformation, The Cotswold Company hasachieved a stronger, more resilient CX strategy – one that continues to delivertangible results across the business.

Trustpilot Score of 4.6

A genuine reflection of customer satisfaction, built on consistently high service standards.

CX as a Core Business Metric

Customer experience now sits alongside profit as a top priority, with CEO-level oversight of NPS and Trustpilot scores.

Proactive Improvement Through Data

The Zendesk platform enables analysis of ticket types, response times, and recurring issues, enabling continuous, iterative CX enhancements.

Stronger Data Security

A company-wide culture of accountability for data protection has significantly reduced risk exposure.

Foundation for AI Innovation

With a curated Zendesk knowledge base in place, the business is now testing conversational AI with promising early results.

About

The Cotswold Company

The Cotswold Company is a leading British furniture retailer, known for timeless designs and quality craftsmanship. Operating across 15 physical stores, a thriving online platform, and a busy customer contact centre, the business serves thousands of customers each week with a deep focus on service, design, and sustainability. More information at cotswoldco.com

Industry

Retail

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Position, Company name

Our focus is to work together with our clients as one single powerful team. We really make an emphasis to align digital projects with actual business objectives to bring in operational excellence and innovation, so investments in CX technology deliver business outcomes. Ultimately we want to impact end client experience, staff satisfaction and the bottom line.

Hideki Hashimura

Digital Strategy Officer at redk

The Cotswold Company: Crafting Exceptional Customer Experiences in Retail ​

Objectives

Strategic Vision​

Operational Excellence and Tactical Speed.

Data-Driven Insights​

Security & Trust

Scalable Foundations​

Challenges & Solutions

Key Results

Trustpilot Score of 4.6​

CX as a Core Business Metric​

Proactive Improvement Through Data​

Stronger Data Security​

Foundation for AI Innovation​

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