FOREVER 21 Taps Edify for Cloud-native Contact Center and Unified Communications

Sep 1, 2021 9:00:00 AM

Contact: Liz Cahill for Edify Labs


Edify helps FOREVER 21 reinvent employee and customer experiences with one window for contact center, unified communications


September 1,  2021—Santa Monica, CA—Edify Labs (, the customer experience software company that makes business communications feel more like personal ones, announced that FOREVER 21 is now using Edify CX to manage contact center (CCaaS) and unified communications (UCaaS) across contact centers and employees in California, Mexico, and India.

FOREVER 21 is a brand recently reborn and amid a customer experience (CX) revolution led by Director of Customer Experience, China Scroggins. Having worked more than a decade at customer service bellwether, Nordstrom, Scroggins knows what it means to create and evolve exceptional service as customers and markets change. 

“The key to great customer experience - and therefore revenue - is knowing who the first customer is. And that is my internal customer… my contact center users,” Scroggins said. “Along with brick-and-mortar store employees, these are the first people talking to our customers. We need them to want to use the tools we give them to do their jobs well. That’s why we chose Edify - one window for everything that dramatically changes how our people work and what they’re able to do for customers.”

FOREVER 21 had been using a mix of legacy contact center solutions that failed to offer the customization, flexibility, data collection, and analysis capabilities the company needed. Agents were not able to fully see or effectively use customer data inside its Salesforce Service Cloud. Making changes to campaigns required weeks of planning and implementation. Plus, the solutions were siloed and offered limited reporting, making it difficult for FOREVER 21 to get a consolidated view of performance in order to evaluate and iterate on the customer experience it was delivering. 

“FOREVER 21’s pain is every legacy contact center’s pain and the reason why we built Edify,” said Cameron Weeks, co-founder and CEO of Edify. “If we expect adoption and enthusiasm from agents - which converts directly their interactions with customers and the way customers feel about brands - then we best be giving them beautiful, easy-to-use software that makes doing their job easier, customers happier, and coming to work better - all while improving processes and KPIs.”

Today, Edify helps Scroggins execute her vision of the FOREVER 21 employee and customer experiences daily. Using the Edify Huddle CX cloud-native solution, FOREVER 21:

  • Cut its Abandon Rate (ABR) from 11% to 2%, three percentage points below the industry average target, with no additional staff 
  • Reduced its Average Speed of Answer (ASA) by 50%, answering 90% of customer calls in under a minute, many in less than five seconds
  • Reduced Average Handle Time (AHT) by 20%
  • Collects customer feedback via email or text message after every call 

“The best thing about working with Edify is that we’re not limited to how or when we act on our vision. We’re not restricted to improving our processes by the day or the week or by anyone else’s schedule,” said Scroggins. “Now, we can actually change business rules or call flows or customer surveys in minutes without code or IT resources having to get involved. Having that kind of control over the agent and the customer experience changes everything.“  

Edify unites contact center (CCaaS), unified communications (UCaaS), and real-time communications (CPaaS/API) functionality in a single, cloud-native software solution that lets users move seamlessly among channels within one conversation. This gives agents the ultimate flexibility to serve customers faster and more completely from within one window. Edify Huddle CX delivers comprehensive cloud-native omnichannel business communications with machine learning and built-in UC for $7 per user/day. Edify Huddle EX delivers unified communications for $10 per user/month.  

About FOREVER 21

FOREVER 21, is an American fast fashion retailer headquartered in Los Angeles, California. Originally known as Fashion 21, the first store was founded in Los Angeles on April 16, 1984 by husband and wife, Do Won Chang and Jin Sook Chang from South Korea. Forever 21 is known for its trendy offerings and low pricing. The company sells accessories, beauty products, home goods and clothing for women, men and children. Learn more at

About Edify Labs, Inc.

Edify connects businesses with customers and employees with each other, making business communications as easy as personal ones. Its flagship product, Edify Huddle CX, unites contact center (CCaaS), unified communications (UCaaS), and real-time communications platform (CPaaS/API) functionality in a cloud-native solution that lets users move seamlessly among channels within one conversation, just as we do on our phones. Edify removes all the risk once associated with moving to the cloud by delivering global availability, real-time redundancy, no-waste pricing, and a 100% SLA uptime guarantee. Learn more at

Liz Cahill

Written by Liz Cahill

Recognized as one of PR Week's “Ten Rising Stars” in 2005, Liz Cahill has been working in the public relations industry for more than two decades with a focus on technology and lifestyle. During this time, Cahill has partnered with clients big and small, working on strategy development, message creation, media outreach, social media programming, event planning, ghostwriting, and pretty much anything else her clients throw at her. Originally a “Jersey girl,” Cahill has lived in Boston, New York City, and Los Angeles. She currently resides outside of LA with her husband, daughter and twin sons.