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

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

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.

“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.
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 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.

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.

Results

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

Addressing the negative drivers of CX

“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,” she adds.
After improving the checkout experience, the team turned their attention to further optimizing the post-purchase journey.
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. 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.”

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."