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

Challenge

Running a jewellery brand 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.

Building a Data-Informed Culture to Improve Alignment

The first step was to integrate all the sources of customer feedback into Chattermill's platform. From NPS and CSAT responses to post-purchase surveys and Trustpilot reviews, the team has a single source of customer truth.

"I wanted to be able to log into one platform daily and check what was happening. 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," says Jade.

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. We use them in our cross-functional meetings to get an accurate picture of what's happening and drill down into specific themes."

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. 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."

Preventing Customer Churn

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.

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.