The past year, @Fanatics has been busy launching new ventures such as Fanatics Live and the events business, but one core staple of the business has been vastly improved: customer service.
The customer service line for Topps, specifically, has seen effort made to expand the number of live reps on the toll-free line, so when a consumer calls, a real human actually picks up the phone to talk about it. The call center functions have been decentralized from just Texas so a team of reps around the country can all answer, and have access to part of the back-end database for, in this example, redemptions.
@MichaelRubin has been public about his disdain for redemptions. "“I heard from so many customers about redemptions,” Rubin told talk-show host Colin Cowherd recently on The Volume. “We hate when we get a redemption. You buy a box of cards and you get a redemption because it was too difficult to get the autograph on the card when they made it. So I think the industry works that way.
“We are looking to say, ‘that is not acceptable.’ So many collectors hate it. We’re saying, ‘how do we eliminate it?’ The mentality is, we need to do better.” (https://sportscollectorsdigest.com/news/sports-card-redemption-cards-autographs-michael-rubin-fanatics)
And his company has backed it up.
There are significantly fewer redemptions in 2023 Bowman Draft compared to 2022 Bowman Draft, and redemptions are actually...being filled! Yes, this is not a novel business concept of giving people what they want, but it's basic blocking and tackling.
Now Topps can take this one step further. Enable the folks who answer the phone to have access to more data (as they used to have before de-centralization). When a consumer asks "What's happening with my Gavin Cross 2022 Bowman draft gold auto redemption," the answer should go beyond "no update." Conversations with a status update "It's out for signing/it's back from signing but in QC/it should be shipped within the next four weeks" would be a terrific step to help engender trust and an answer to the question that drove the phone call to begin with.
It's customer service 101: give the consumer what they want. In this case, a real answer. Basic stuff. Consumers will be happier when they get an answer that help sets expectations, and it'll be reflected on social media posts over time. (Oh, and eliminating putting redemptions in boxes really helps, too. #JustSayin)
Hey Topps, you've come this far with improved customer service: how about one step further?