How Mindful Chef Boosted NPS and Retention Through Customer Feedback Analysis
How Mindful Chef Boosted NPS and Retention Through Customer Feedback Analysis
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By
Natalia Dwórznik
Last Updated: April 27, 2026
Reading time: 7 minutes
Mindful Chef is a UK-based healthy recipe box service, serving over 45,000 active customers. Since its launch, the company has delivered over 30 million meals, continuously expanding its market share in the industry.
We spoke with Megan Wood, Head of Customer Performance at Mindful Chef, to understand how they tackled rising churn rates and rebuilt customer retention.
Key results:
- 20% NPS increase in 12 months, consistently hitting retention targets
- 50% sentiment boost for family customers after resolving portion size complaints
- Increased retention and CLTV, after reducing customer complaints
Inside Mindful Chef's retention strategy
Q: Tell me more about your role in the organization.
Megan: I’m the Head of Customer Performance at Mindful Chef, and I’ve been with the company for over five years now. My role spans across retention, which is crucial for our subscription-based business, and focuses on keeping customers engaged with Mindful Chef.
On the other side, I also look after the acquisition of new customers, ensuring we’re onboarding great quality customers.
Q: What would you say are your major objectives?
Megan: Our biggest focus right now is strengthening our already strong retention metrics. Even though it’s been a few years since the peak of Covid, we’re still seeing the effects. While we saw a significant spike in growth during that period, we also faced increased churn in the months that followed.
So, we’re focused on keeping our active base strong, getting customers excited, and increasing their frequency and average order value (AOV). We achieve this through various marketing efforts, but our main focus is on the quality of their experience. This spans all areas of the business. From the recipes on the menu to the delivery service.
Understanding the churn problem
Q: What prompted you to start analyzing customer feedback in more depth?
Megan: Over the past couple of years, we’ve faced the challenge of how to protect and improve our customer retention, especially after the peak during COVID when people were ordering recipe boxes more often. Coming out of that, we needed to rethink how to maintain that retention.
Plus, we were seeing higher churn, and the challenge was that we didn’t fully understand some of the reasons behind it or only realized the issues after customers had already left.
We reframed our approach - instead of asking how to earn customer loyalty, we focused on how we could demonstrate our loyalty to them. We realized, even if we do a lot of things right within the business, if customers’ boxes have issues, like a late delivery or incorrect items, they’re not likely to stay with us.
Q: What challenges did you face before using Chattermill to analyze customer feedback?
Megan: We were tracking customer feedback through team-specific metrics like complaints per thousand units or cancellation feedback. However, this approach only captured feedback from customers who were experiencing the worst issues. We found that our top customers often didn’t report certain problems, which created a blind spot for us.
Without a solution like Chattermill, we had slow reaction times to dealing with issues, whether they were technical problems like ingredient issues, packaging, or tech glitches, or even specific recipe feedback on a weekly basis. Some issues went completely under the radar.
From blind spots to clear signals
Q: How has Chattermill changed the way you spot and tackle customer issues?
Megan: The platform has allowed us to have visibility across all areas, with in-depth data linked to different customer segments. Instead of assuming we know the problem, we can now see exactly which customer groups are affected and act accordingly.
It also means that if an issue appears in our NPS data, it’s not just stored in a spreadsheet or data warehouse waiting for someone to review it. Anyone in the business can check it in seconds, see emerging problems as they happen, and act quickly rather than waiting weeks to investigate.
Q: Can you walk me through how you’re using the platform on a daily basis? What kind of reports have you set up to track retention?
Megan: We like to keep a close eye on the data in real-time. Every Wednesday, during our company-wide meeting, we show a slide with our NPS score. We track it in a dashboard, so we can quickly see if it's been a good or bad week based on what customers are loving or not loving. We also have dashboards for different teams, where we report on trends from the past week or so.
By making NPS a key weekly metric, we've brought the importance of retention into our team discussions, helping everyone understand how their individual efforts contribute to retention and the overall customer experience. This alignment has played a crucial role in driving our success.
Q: Can you share an example where the NPS data helped you improve something specific?
Megan: Sure! We noticed that families were rating portion sizes lower than smaller households. After digging into the comments, we found complaints about ingredients like chicken thighs and rice not being enough.
This small change boosted customer sentiment on portion size by 50%.
Measurable wins
Q: Could you share how the insights from Chattermill helped with retention and customer satisfaction?
Megan: With Chattermill, we've taken a more proactive approach to fixing recurring issues, and we’ve seen complaints go down and our NPS score rise as a result. Over the last year, our NPS score has improved by 20%, and our customer retention is the best it’s ever been. Our customer lifetime value has also increased.