customer-experience Case Study

Newer Isn’t Always Better – How are Changes to Processes Affecting Your Customers and What Do They Have to Say About It?

The Situation

The Challenge

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Approach + Solution

We used the existing survey program to track feedback before the upgrades and after to compare the ratings.

Customers were sent invitations to complete the survey after they had a transaction, ensuring that a single customer was not sent too many invitations within a short period of time if they were a frequent customer. As part of the survey, we asked customers if they experienced a problem and, if so, to please describe that problem. Open-ended comments were crucial to this process and were mined to understand what customers thought of the new ordering system.


This open line of communication between customers and management proved vital as it highlighted that the new system did not deliver an enhanced experience at all.

In fact, the number of customers who said they experienced a problem doubled after the system upgrade and the client ended up switching back to the previous system.

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Final Word

Newer technologies can seem like an enhancement to the customer experience, but that is not always the case. Giving your customers a way to easily provide feedback ensures that you can quickly take action when things are not working as expected.
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.