Outletcity Improved NPS by 13% and Saved Time on Customer Feedback Analysis

Large volumes of customer feedback data make it difficult to analyze efficiently

When Melina Colling stepped into her role as a CX Manager at Outletcity, the company was already thriving with millions of customers, but customer research was not yet a top priority. Determined to change this, Melina embarked on a mission to develop a robust voice of the customer program aimed at boosting customer loyalty and advocacy.

“When I came on board, I assessed the company’s needs and found there is a huge potential in understanding and improving our customer experience. Our primary goal was to improve NPS and enhance the customer experience in Metzingen and our online shop, driving higher revenue,” says Colling.

“In time, we expanded our ad hoc research to address specific business questions while also focusing on broader aspects of the customer journey. We began by setting up surveys and gathering a lot of open-ended feedback, which we initially managed using Excel spreadsheets,” she adds.

What started as a customer research project quickly turned into an overwhelming amount of data, paralyzing the team’s ability to make decisions.

“We quickly realized we were spending too much time on manual analysis and often had to start all over again whenever new topics emerged. Analyzing customer feedback would often take up almost my entire workday. I spent 10-20 hours a week reviewing comments, pulling only a random sample of customer data. This also introduced a lot of bias and inconsistencies.”

Saving time on manual data analysis with AI-powered feedback analytics

Realizing that analyzing feedback quickly was essential, Melina started to search for a feedback analytics platform. She needed a tool that could analyze customer feedback at scale, help them identify pain points, and improve their voice of the customer metrics. They ultimately chose Chattermill for its flexibility, range of integrations, and user-friendly interface.

“We chose Chattermill for its flexibility. Unlike other platforms, Chattermill allows us to analyze NPS surveys alongside other feedback types and incorporate additional attributes, providing a more comprehensive analysis. Because of this, we’re getting actionable insights that lead to better decision-making and meaningful improvements,” says Colling.

“We wanted a solution that integrates multiple data sources, such as Google reviews and customer support data, into one unified platform. By choosing Chattermill, we could avoid juggling separate tools and ensure we have a comprehensive view of customer feedback in a single place.”

Improving the voice of the customer metrics

Chattermill has had a transformative impact on Outletcity’s voice of the customer program. Within four years, the team used Chattermill insights to introduce free delivery for gold members after identifying negative sentiment around shipping costs, redesigned their loyalty program, and acted on dozens of specific feedback themes.

“After four years of using Chattermill, we’ve seen significant improvements in our voice of the customer metrics. Our NPS has consistently increased each year. We’re now confident in our strong and loyal customer base, and we consistently use Chattermill to enhance that experience.”

“Chattermill has transformed how we handle feedback by automating customer feedback analysis, saving us significant time. Interactive reports and dashboards help us identify key issues and customer needs and allow us to see if our actions are making a positive impact. The platform also enables us to address problems efficiently and prioritize our efforts effectively, driving meaningful improvements and ensuring we’re on the right track.”