How Monica Vinader Unites Their Business Around the Voice of the Customer with Chattermill

NPS responses analyzed within Chattermill each month

5000

NPS Score above

Improved word of mouth with 5-star Trustpilot reviews accounting for

93%

"With Chattermill, our voice of the customer program becomes the bridge between the daily operations, customer care, product and marketing teams, and the vision of the c suite."

Jade Roberts

Head of Customer Experience

93%

Percentage of 5-star Trustpilot reviews, contributing to improved word of mouth

70+

NPS score achieved

5,000

NPS responses analyzed within Chattermill each month

Challenge

Running a jewellery brand that's beloved worldwide for its simplicity, luxury and conscious creation means putting the customer at the heart of everything. When Monica Vinader turned a customer experience department into an engine of business strategy, the company required a platform that could quickly clarify and streamline the learnings from their customer feedback.

When Monica Vinader turned a customer experience department into an engine of business strategy, the company required a platform that could quickly clarify and streamline the learnings from their customer feedback.

"Without Chattermill, we’d be pretty siloed in our functions. I’d spend hours manually analyzing and categorizing thousands of comments in spreadsheets, and everyone would be looking for insights only from their areas of expertise. With Chattermill, our Voice of the Customer program becomes the bridge between the daily operations, customer care, product and marketing teams, and the vision of the C-suite."

‍Building a Data-Informed Culture to Improve Alignment

The first step was to integrate all the sources of customer feedback into Chattermill's Unified Customer Intelligence platform. From NPS and CSAT responses to post-purchase surveys and Trustpilot reviews, the team has a single source of customer truth. This frees their time to focus on what truly matters - customer experience, loyalty, and retention.

"I wanted to be able to log into one platform daily and check what was happening," says Jade. "As a team of experts, we need to fix the issues, build strategies, find creative solutions, execute ideas, and bring the project team together, and not necessarily trawl through all of the data. Now I can load the screen, see the problems clearly and act accordingly.

To keep everyone on the same page, the team set up interactive dashboards – a shared workspace to fuel collaboration, break down silos and stay in sync.

"I have a dashboard to monitor our NPS, net sentiment, negativity and positivity index, and top customer insights. But Chattermill dashboards let us gauge customer feedback across different areas of our business – CX, support, product, eCommerce, and just about anything. We use them in our cross-functional meetings to get an accurate picture of what's happening and drill down into specific themes."

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Throughout these deep-dive sessions, the team discovered some customers complained about the sizing of their jewellery pieces.

"We quickly launched a project group and created OKRs centred around the results in Chattermill,"says Jade.

"In response to that feedback, we implemented substantial changes throughout our organisation, prioritising effective customer communication and ensuring comprehensive information about our sizing was provided to our customers.”

What started as a CX initiative quickly turned into a customer-centric revolution.

“We had all this data in one place where anyone could see it. Suddenly, even the tiniest issues started becoming focal points for the business. Everyone became obsessed with fixing the smallest details. Because it was so easy to self serve and find the data, everyone just felt really energized and motivated to take action."

‍Preventing Customer Churn

Churning customers equal lost revenue—and more work for the team to deliver growth. To tackle the churn problem, the team at Monica Vinader uses Impact Analysis to find out why their NPS dropped or increased, drill down into specific NPS drivers, and find the underlying causes.

"Impact Analysis allows us to understand why our NPS score dropped last month or what's causing our first-time buyers to become detractors. It's a great way to understand which trends impact our NPS and understand the "why" behind our score," says Jade.

The CX team also scheduled Anomaly Alerts to discover any red flags and incidents and proactively reach out to customers who might be at risk of churn.

"During the last high-shopping season, all the carriers in the UK struggled with major disruptions and late deliveries" says Jade.

"We set up Anomaly Alerts and monitored the sentiment for all the carriers day by day. When customers were frustrated with one carrier, we could switch to another one. And if some packages were lost, we could quickly discover the issue among thousands of comments in Chattermill, proactively reach out to the customer, solve the problem and win them back."

Today, the team prides itself in having a consistent NPS score above 70 and a 4.9 average score at Trustpilot, with over 93% of 5-star reviews out of 12,550 comments.