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

“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, and our Google ratings have stabilized at a high level of 4.4 stars. We’re now confident in our strong and loyal customer base, and we consistently use Chattermill to enhance that experience."

Melina Colling
Team Lead, Strategic Projects & CX
Boosted NPS by 13%
Reduced negative sentiment by 33%
across all customer feedback between 2020-2023
Saved 10-20 hours a week
on manual analysis

Challenge

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.

“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.”

Solution

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 that enabled every user to be involved in analyzing feedback.

“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.”

With Chattermill in place, the team seamlessly integrated customer feedback from five different sources, allowing them to analyze over 100,000 customer comments annually.

“We integrated various data sources into Chattermill, including NPS survey data, customer care enquiries, Google reviews, and feedback from our website,” Melina explains. “All the data is fed into Chattermill. This enables us to monitor feedback across different stages - delivery, returns, and payment processes - based on the source and touchpoint,” says Melina.

Understanding what drives negative and positive sentiment

With five integrations in place, the team could effectively identify the drivers of negative customer sentiment with comprehensive data.

“Chattermill highlights any potential issues such as website bugs, missing products, issues with returns, or unavailable sizes. This way relevant teams can prioritize what needs to be fixed to optimize our customer experience, and ultimately, improve our NPS or help us reduce customer contacts,” Melina explains.

Driving customer-centric culture

Once Melina found actionable insights from thousands of customer interactions, she focused on ensuring the entire team had the relevant information needed for decision-making.

Today, 42 team members, including members of the Product Management, Customer Support, Marketing, and Leadership teams, have access to Chattermill.

“We created dashboards for various functions, tailored for different departments,” says Colling.

“Every Monday, Chattermill triggers an automated report with a summary from last week, highlighting key trends. This report is regularly shared with our senior management for transparency. It helps us ensure everyone stays on top of customer feedback and aligns their goals with customer needs.”

Results

Boosted NPS by 13%, saved 10-20 hours a week on manual analysis

Addressing the negative drivers of CX

With the power to monitor customer experience at every touchpoint, Melina’s team began to uncover critical issues impacting their voice of the customer metrics.

“One key discovery through Chattermill was that our customers experienced confusion during the checkout process, particularly regarding payment,” Melina recounts.

“Recognizing this, we set out to simplify the user journey to make it easier for customers to complete their orders.”

After improving the checkout experience, the team turned their attention to further optimizing the post-purchase journey. “Chattermill revealed that despite our existing email communication, customers were still unsure if their returns had been received and refunds processed. We realized we needed to revise our transactional emails to clearly explain the post-return process.”

Doubling down on new opportunities

With critical customer concerns addressed, the team shifted focus to exploring opportunities to enhance loyalty and retention, specifically for their most dedicated customers.

"To improve their experience, we began by analyzing feedback from our gold members. Chattermill revealed that their primary frustration was with delivery costs. Given their higher average basket value, they were unhappy about still having to pay for shipping," says Colling.

Improving the voice of the customer metrics

Chattermill has had a transformative impact on Outletcity’s voice of the customer program.

“Chattermill has transformed how we handle feedback by automating customer feedback analysis, saving us significant time. 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.”

Looking back on their journey with Chattermill, Melina notes:

“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."