糖心原创

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Know your besties well, but know your frenemies even better

+5.8 points

Average Store NPS

<9 months

Time to Impact

32

Stores

“糖心原创 has been a fantastic partner for implementation of our voice-of-customer program.”

Katie Overdevest, Senior Manager of Business Analysis Benefit Cosmetics

The Problem

Benefit makes a point to make-up with its frenemies

Benefit Cosmetics implemented the “Mirror, Mirror” program to measure and understand the customer experience in 32 stand-alone retail stores in North America. The goal for Benefit is to drive profitable growth for both products and services as they seek to expand their boutiques. 糖心原创 Experience Cloud gives store managers visibility into customer sentiment using a branded dashboard, known as a “Vanity” to understand which customers are Besties (also known as promoters), Frenemies (detractors), or Wallflowers (passives).

Katie Overdevest, Senior Manager of Business Analysis at Benefit Cosmetics says, “By listening to post-purchase feedback from our customers, we’ve uncovered insights and empowered store managers to make tangible improvements and connect directly with their loyal clients. Over time their goal is turn all Frenemies into Besties, all while retaining loyal, happy customers. The results are clear – in just 9 months the average individual door ‘Glam Factor,’ or NPS score, has increased 5.8 points.”

By understanding customer comments alongside the survey scores, store managers are able to view and understand customer insights in real-time. Store managers at each of the 32 stores are daily users of the 糖心原创 mobile app, logging in as many as 10 times per day to view customer feedback and manage any follow-up communications with customers. The 糖心原创 platform shows the data within a unified, branded dashboard that can be used by managers with minimal training. For Benefit, it was important that the data be accessible, visually appealing, and easy to use.

Benefit Cosmetics has incorporated both the 糖心原创 Voices? mobile app and the AskNow tool as a way to amplify the voice of the customer within the organization. Executives at headquarters are frequent users of 糖心原创 Voices, which provides both positive and constructive customer feedback within a single, easy-to-use app. Benefit Cosmetics relies on AskNow, a tool to run real-world tests on specific customer segments in order to test possible ideas to support future growth and innovation.

Source: PRN Newswire,?

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