Turning negative reviews into an action plan, to enhance Customer Experience & improve Customer Satisfaction

Cosmossport identified the factors that caused the 70% of the negative reviews and affect Net Promote Score, based on the after-sales customer reviews of the past 12 months, collected with the use of e-satisfaction.com.

Cosmos Sport SA, a member of JD Sports Fashion Plc, was founded in September of 1982. The first store opened in Heraklion-Crete and since then the network expanded 64 further physical stores in Greece & Cyprus, 4 retail brands (Cosmos Sport, Sneaker10, Sports Factory, Slamdunk) 6 online shops, and thousands of happy customers in Greece and Cyprus. Cosmos Sport is a constantly growing omnichannel company with a strong passion for sportswear, street style, and limited items. Our team consists of 800+ highly skilled, self-motivated young people, who love sports and have a passion for innovation! We are proud that Cosmossport.gr is now the No1 online store in the industry also selling abroad, having been awarded for 8 consecutive years as the best online sports shop in the country in e-volution Awards. We are excited to be a preferred partner for global brands like Nike, Adidas, Reebok in the SEE.

Delivering the ultimate sports fashion experience, is one of the promises of Cosmos Sport SA, putting the customer at the center of its business strategy & culture. The company has its own Customer Experience Department, which is responsible for monitoring the Voice of their Customer, by collecting feedback in multiple customer touchpoints. Even though the CX Department has a clear view of the customer reviews every day, by using the e-satisfaction.com alerts panel, a business need arose to deliver a top-line view of the most negative factors that affect Customer Satisfaction KPIs and more specifically, the Net Promote Score.

The customer reviews collected are thousands, accompanied with comments that imply sentiment, so initially it was not easy to segment all of them. By using a proprietary tool and the power of AI, all reviews from the past year were labeled and tagged as negative, neutral, or positive to run a sentiment analysis.

The customer comments were the ultimate source of truth; the findings were critical for the business, since we identified 3 areas that accounted for the 70% of the negative reviews, on an omnichannel level:

Courier Provider: One of the 6 courier partners that Cosmos Sport SA uses, has the worst rating of all and the analysis revealed that customers complain about its slow service, the personnel attitude & the bad condition of the parcel delivered.

Packaging Issues: Some stores had issues with the packages delivered. As a result, customers that received products from these specific stores, could not try or wear the products they purchased; this caused frustration for the customers, since not only the experience was not as expected, but it also created an extra wait for them, by returning the product(s) and receiving them back properly.

Availability: Customers made it noticeably clear from their feedback, that there is a need for optimization of the online stock and set specific actions in stores that miss popular codes and/or brands.

The process will be enriched and re-produced on a quarterly level, engaging multiple departments of the organization. This is the ultimate way of creating Customer Centric habits within an organization, while thinking what your customers really want and keep delivering excellent Customer Experiences.

Stavros Theodoratos, Group eCommerce Manager of Cosmos Sport SA, stresses out the value of using our platform: “Our strategic partnership with e-satisfaction.com exceeded the expectations once again, helping us identify crucial factors that affected our NPS score through an advanced use of AI and sentiment analysis. Great result comes from great and innovative teams!”

itrend.gr uses customer feedback to further optimize their website!

For itrend.gr, customer experience plays an important role in their culture and in their way of doing business! With e-satisfaction.com and after collecting customer feedback for 8 months, itrend.gr identified that customers were experiencing some malfunctions in their website and decided to make some changes!

itrend.gr was created to offer Style for mobile. Their aim is to give to your favorite smartphone style, character and color with modern accessories in very good quality and at affordable prices.

Within a wide range of stores and e-shops in the industry of smartphone accessories, itrend.gr aims to make the difference.

How?

By providing customers with a variety of products and a well designed and structured e-shop with certified electronics and accessories in affordable prices for everyone.

Objective

For itrend.gr, customer experience plays an important role in their culture and in their way of doing business! The customer service team never lets customer complaints unresolved and they are always trying to find an immediate solution to any problem that might occur.

With e-satisfaction.com and after collecting customer feedback for 8 months, itrend.gr identified that customers were experiencing some malfunctions in product categories section while browsing from desktop as well as from their mobile devices. itrend.gr also received several customer comments regarding products that were out of stock, courier service provider and the tracking of their order.

Therefore, itrend’s objective was to optimize their website according to customers feedback and as a result, to create a better customer experience and increase customer’s level of happiness!

How itrend.gr used customer feedback and what changes they made?

itrend.gr monitored and recorded customer’s feedback and comments in specific metrics, such as general satisfaction, easiness of use, availability of products, feeling secure to buy etc. According to the feedback in these metrics they designed and proceeded with the following optimizations:

  • While consumers were navigating, their feedback and comments indicated that they faced some difficulties in finding a specific product. For that reason, itrend.gr has created a new structure in their website, making possible and easier to combine search filters. In general, search filters were re-designed to be simple and adaptable to any device (desktop, mobile, tablet etc.) with the aim of facilitating navigation throughout their website.
  • They made the tracking process easier by notifying customers via SMS but also, by giving them the opportunity to monitor their order online.
  • They inserted bigger product photos and they used more photos per product, to improve rates on the product presentation metric.
  • Low ratings were observed on product availability. When a product was temporarily out of stock, it continued to appear on their website. Now, the out of stock label appears in these specific products and therefore, customers are informed whether a product is in stock or not and whether they can proceed with their purchase.

What changed after that?

After the completion of the above changes, it was observed that consumers were happier than before, and this was reflected in their feedback and comments!

As you may see in the following graphs there was a change in Customer’s Satisfaction score and in other key metrics, such as site usability, product availability, product variety and product presentation.

Browse_metrics_itrend

Check out_metrics_itrend

Note: The blue column indicates the period when itrend.gr was collecting customer’s feedback to explicitly identify which changes should be made and which elements are of great importance to customers. On the other hand, the orange column indicates the period when changes had already been made and the team of itrend.gr was monitoring customers’ feedback to identify whether these changes had an impact on their happiness.

Moreover, a positive change in the percentage of the customers who are willing to recommend itrend.gr to family, friends or colleagues was present. You may see this change, in the following diagram.

Well done itrend.gr for this amazing work and thank you for helping us make e-Business Customer Centric!

MyShoe.gr reduces call center costs by 25% through focusing on customer experience

Doing whatever it takes to improve customer experience and engage customers across all stages of their journey, MyShoe.gr reduced call center costs by 25%.

myshoe reduces call center costs-inpost

MyShoe.gr is the biggest pure online shoe e-shop in the Greek market with more than 300 brands and an admiring assortment of more than 11.000 products, that serves thousands of customers every month. MyShoe.gr has been awarded multiple times for the practices that it follows in marketing, logistics, customer service, user experience and every challenge that an online retailer has to face while obtaining the role of the leader in this market.

MyShoe.gr is one of the major players in the market, with a significant market share and a vast customer base. In 2017, MyShoe.gr decided to focus even more on increasing customer lifetime value and customer loyalty

From the first day of this engagement, MyShoe.gr knew that building customer loyalty is not a project but a series of changes in the strategy and the culture of the organization. Therefore, it started by setting the following priorities:

  • Do whatever it takes to improve customer experience
  • Engage customers across all stages of their order

An iterative process that combined Listening, Thinking and Acting with existing processes has been put in place to make this happen and this is where e-satisfaction came to help. Since day one of using e-satisfaction, the customer service team of MyShoe.gr started receiving valuable feedback from customers. This feedback has been used in two ways:

  • Incident management. Every time a customer expressed a complaint through e-satisfaction.com, the customer services team rushed to resolve any issues. Each incident of a customer that had a complaint was faced as a chance to prove that MyShoe.gr is dedicated to serve her (or him).
  • Ongoing Improvement. The issues that are being detected through customer feedback are forwarded to work teams consisted of all operations departments (i.e. store, accounting, technical, commercial, etc) and these teams work together to detecting improvements in processes and client needs that must be satisfied to make them loyal.

Moreover, in this ongoing improvement process MyShoe.gr used e-satisfaction.com to monitor KPIs that demonstrate the impact of all the changes that are taking place in the organization. Customer Satisfaction Index, Net Promoter Score and Repurchase Intent of the customers have been established as company KPIs and the entire team of MyShoe.gr worked to improve them. And they did it! Customer Satisfaction across both Checkout and After Sales stages increased, the After Delivery NPS Score exceeded the market average by more than 16%, while more than 98% of customers that had their order delivered, stated that they would buy again from MyShoe.gr.

This process of ongoing improvement had one more, really important effect. The improvement of processes and the correction of deficiencies that caused complaints, led to an impressive reduction of the calls received in the call center. After an intensive period of listening, thinking and acting, the call center traffic has been reduced by 25%, proving that a customer centric strategy really pays off!

Labros Panousis, eCommerce Director of MyShoe.gr mentioned: “Improving customer experience is vital for us, as the fight of getting better every day cannot be won without the voice of our customers flowing in every part of the organization. e-satisfaction.com is important in this, as it makes sure that feedback reaches all departments of MyShoe.gr, even at the top level management. Call center costs reduction is really important for us but the most important is that we know what our customers really need and we can personally serve each and every one of them, showing how important they are for us.”

MyShoe.gr is once again leading the eCommerce industry by being a great example of how customer feedback can be used and how important customer experience is. In this never ending process, MyShoe.gr uses e-satisfaction.com to improve listening, define understanding and automate acting, providing an even more personalized and instant response to every customer that takes the time to help us improve”.

How ebnb.gr increased their positive reviews by 79%!

Ebnb increased by 79% their positive reviews on Skroutz.gr! The filtered data export feature of e-satisfaction helped ebnb.gr to segment their customers based on their level of satisfaction throughout their entire customer journey with just one-click!

Ebnb.gr is an online store, selling mobile phone accessories and spare parts to consumers, since 2012. Their goal is to provide customers with a wide range of high quality accessories at the best price in the market. At the same time, ebnb’s main priority is to provide customers an outstanding customer experience throughout their entire journey.

Challenges and Objectives

Competition is really strong in the vertical of mobile phone accessories and spare parts. Therefore, ebnb wanted to proactively act and create a strong competitive advantage. Their main objective is to increase reviews in their profile on Skroutz.gr, a really popular price comparison engine in  Greece where a review section can be found for each store, hosting comments from customers that had an experience from this store. As price comparison is positioned close to the end of the customer journey, providing more reviews and customer comments at the point of the journey where customers compare prices, thus deciding where to buy from, does have a significantly positive effect to conversion rate. This is also apparent to skroutz.gr too, as the five level star rating is listed alongside with the price of every product.

Solution

To help them increase reviews and customer comments, ebnb.gr exploited the power of Humanized Marketing and e-satisfaction.com. As the number of customers that had positive experience when buying from ebnb.gr is increasing day by day,  ebnb.gr was looking for a easy way to find who are the customers that would promote its brand and activate them on a frequent basis, motivating them to spread the word of their positive experience.

This is where e-satisfaction came in ebnb.gr has been using e-satisfaction for almost 2 years, proving its commitment  to always doing its best to provide a better customer service. In this case, the team of ebnb.gr created a mailing list of satisfied customers and promoters that is constantly updating and then drafted a process through which every 2 weeks these customers were asked to leave a review on Skroutz.gr for ebnb.gr. 

Results

The call to review campaigns send by ebnb.gr were welcomed by their customers and marked high engagement rates. An example is the mail campaign of May 2nd 2017 that was sent to 39 customers, and had 56.4% open rate and 20.5% click rate!

This type of activation mail campaigns started October 2016 and until today the following results have been achieved:

  • 79% increase on positive reviews (total 199 positive reviews)
  • A significant number of customer comments with more than 90% being positive comments, considering shipping time, good prices and the large product mix

By closely taking care of all the small details that make customers happy, ebnb.gr creates a positive experience that customers are willing to share without having to motivate them with a discount or an offer. The impressive engagement of ebnb.gr’s customers proves that. Our happy customers are there, waiting for us to meet them, know them and work with them to create a customer centric e-business for them!

Praktiker Understands its customers with e-satisfaction

Praktiker is able to make better decisions based on the real voice and real needs of its customers! The custom questions feature of e-satisfaction helped Praktiker to better understand its customers and respond accordingly to their requests and feedback after collecting more than 40.000 answers.

praktiker_case_study

Praktiker Hellas is established as the no. 1 DIY & Home Improvement Stores in Greece, since 1991. Praktiker Hellas primary vision is the excellent and personalized service to its customers, offering them ideas and solutions that meet all their needs and exceed their expectations.

The Challenges

As part of its ongoing optimization process of its e-shop (www.praktiker.gr) Praktiker Hellas wanted to identify ways to increase traffic and engagement of its visitors, while at the same time examine ways to improve the experience of online visitors. In this process, Praktiker Hellas wanted to examine:

  • the effect that various marketing channels (physical and digital) have on online traffic, and
  • how easy it is for visitors of the website to find products in the e-shop and how they can help customers in this process.

Solution

In this research and optimization process, Praktiker utilized one of the features that e-satisfaction provides, the custom questions. By using this features, Praktiker Hellas collected feedback from more than 40.000 visitors of its website, responding on custom questions and

  • Identified improvements on navigation and on the ‘tips & ideas’ section of the e-shop, through visitors’ feedback
  • Measured the major impact that offline stores and printed leaflets have on the online traffic of www.praktiker.gr
  • Evaluated the contribution of TV campaigns on the traffic of the e-shop
  • Identified that there is a significant part of the e-shop’s visitors that visited the e-shop after a recommendation of their friends and family, proving that doing a good job in delivering quality experience to online visitors has long term benefits for Praktiker Hellas.

By using this information Praktiker Hellas is able to make better decisions, not based on behavioral analytics tools, but based on the real voice and real needs of its customers. At the same time, by utilizing the knowledge extracted about the origin of each visitor, Praktiker Hellas can better evaluate offline and online marketing channels and optimize the spending of the available marketing budget. The use of e-satisfaction in this engagement proves that Praktiker Hellas truly cares about what can be additionally offered to customers in the journey of optimizing their experience and is a solid proof of the customer centric approach that paves the path of Praktiker Hellas to success.

In this process, e-satisfaction is playing an important role, as it helps the team of Praktiker Hellas to easily ask new questions to better understand its customers and start leveraging this feedback to create human centric campaigns around their real needs.