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Boosting Net Promoter Score
How a major book retailer achieved a 23% improvement in Net Promoter Score (NPS).
Client
- Client
Challenge- Solution
- Impact
- Conclusion
Client
Book retailers often grapple with inconsistent customer experiences across multiple channels, leading to fragmented customer journeys. The lack of personalized engagement can result in lower Net Promoter Scores (NPS), impacting loyalty and repeat business. Our client faced a similar situation. The client is one of the largest book retailers in North America, with a leading online marketplace for books, magazines, and toys with a revenue of USD 3.5 billion.
Challenge
The client needed to improve customer satisfaction and loyalty but was facing many roadblocks. They struggled with the rapid deployment of a feedback system, crucial for the upcoming holiday season. Understanding the customer journey, from inception to the point of purchase, was imperative yet elusive. Moreover, the retailer needed to delve deeper into the data, discerning the profiles, locations, and devices of the feedback providers. These challenges were pivotal in addressing the fragmented customer experiences that were adversely affecting the Net Promoter Score (NPS) and, consequently, customer retention and business growth.
Their challenges included:
1
Need for a quick implementation: The retailer had just one month before the holiday season and needed a feedback system to be deployed quickly.
2
Need to measure customer journey: The client wanted to understand customer journey—where it begins and where it becomes an experience or purchase decision.
3
Deep data insights: Apart from understanding the customer journey, the client also wanted to know who is behind the data—the location, device, and user profile of the customers leaving feedback.
Solution
In a strategic move to enhance customer experience and loyalty, Bahwan CyberTek swiftly
deployed Dropthought across the client’s retailer's online platform. Completed
in less than two weeks, this swift implementation allowed the retailer to
collect approximately 50,000 customer responses, uncovering six crucial
touchpoints from login to checkout. The insights gained from over 17 million
monthly visitors led to a direct correlation between feedback and revenue,
generating a significant number of actionable insights monthly. This
comprehensive feedback system improved the Net Promoter Score (NPS),
influencing decisions across merchandising, call centers, distribution, and
online marketing. Notably, the discovery that 68% of users accessed the site
via desktop guided the retailer to prioritize website enhancements, further
tailoring the customer journey.
1
Collected close to 50,000 responses.
2
Discovered six core touch points that cover login to product pages to checkout.
3
Took action on over 17 million monthly unique visitors.
4
Mapped customer feedback and purchase history generating actionable insights.
5
Scores and insights impacted merchandizing decisions, call center actions, distribution centers, e-commerce and online marketing.
6
Identified that about 68% of users were using desktop to access the client website—this insight prompted the client to prioritize on improving its website experience.
7
Identified different user segments including percentage of new guests vs. registered users to dig deeper into customer’s online experience.
Impact
Bahwan CyberTek's deployment of Dropthought for a major North American book retailer led to a remarkable 23% improvement in the Net Promoter Score (NPS), signifying a direct link between enhanced customer feedback and increased sales volumes. The solution's swift implementation ahead of the holiday season enabled the retailer to harness insights from nearly 50,000 customer responses and over 17 million monthly visitors, translating into 2057 actionable insights each month. This data-driven approach allowed for the optimization of website features, addressing critical areas such as search functionality, checkout processes, and page loading times identified through sentiment analysis. The insights also influenced merchandising, call center operations, and e-commerce strategies, ultimately fostering a more intuitive and satisfying customer journey and bolstering the retailer's competitive edge in the market.
1
Net promoter score improved by 23% gradually post implementation of Dropthought.
2
Provided insights on 24 categories, including website navigation, product price, product availability, fulfillment and delivery, payment, and more.
3
Generated 2000+ actionable insights a month.
4
Discovered pain areas such as search engine, coupons, check-out experience, and page loading through sentiment analysis.
5
Identified positives and improvement opportunities for 104,375 lines of comments based on text analytics
Conclusion
Bahwan CyberTek’s solution not only helped the client overcome its challenges but also allowed them to be a better e-commerce platform for their consumers. It ensured a quick implementation, which brought critical improvements for the client. The client is happy with the results that Dropthought has consistently delivered for its business.
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Bahwan CyberTek is committed to providing the highest level of protection regarding the processing of their vendors’/clients’/customers’/job applicants’/website visitors’ personal data based on applicable data protection laws and regulations at respective locations. In general, you can visit the Bahwan CyberTek website without providing personal data. However, there are times when Bahwan CyberTek will request personal data.
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