Case Study: Yankee Candle Customizes in a Flash

But the site’s static ordering page presented problems. For example, it prevented customers from viewing all of their color and label options when customizing their candles, often forcing them to call the company for help. This process averaged 20 minutes per call in the call center, says Dennis Shockro, Yankee Candle’s vice president of information systems. And the process tied up phone lines, displacing calls from customers with simpler queries.