of customer insights across P&L teams
transformation of feedback data into insights
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North America
CX
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Brand
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Product team
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C-Suite
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Operations
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Qualaroo
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Art.com wanted to use their feedback data to address people’s needs in a way could actually get insights to solve a problem for them. But analyzing their customer feedback was a slow, manual and very cumbersome process. Since the onus was on one individual to analyze the data, with many steps to the analysis process, consumer insights were clearly disconnected from the actual users of the insights.
Across Art.com they’ve created “Team Consumer Leaders” (TCLs) so that there is a designated TLC representative of consumer feedback for each team. In the past, the director of operations held the insights for the whole company, whereas now each team uses Thematic monthly to view feedback and assess how their they contributed to the overall customer view. Thematic enables us to deliver more powerful insights than we’ve ever had in the past. As a company, we’re becoming more mature in how we use NPS based feedback.” With Thematic's platform, it's much easier for each team to take a customer-led view
In the past, Art.com needed to use specific pre-set tabs in Excel, or go through and search for specific keywords to understand anything in depth. With Thematic, "we log in, adjust the date range and other filters needed, and look at the results - right then and there”. Removing the barriers to get insights not only meant massive time savings but meant that the customers voice could be woven into all stages of decision making.
Art.com leadership wanted data to help them assess what initiatives to prioritize. With Thematic's Impact Analysis, it was easy for company leaders to identify and understand which issues most affected retention and spend. Integrating data on customer behaviour such as recency, frequency, and value along with their feedback helped them identify whether promotors were more profitable, and how to increase their profitability
“It was very easy to implement Thematic! There was nothing to download, no 4-6 week implementation timeline. There was only a login needed - that’s it. It goes way beyond the standard, into stronger data analytics, enabling us to make more data-driven decisions. Also, the dashboard gives us a quick glimpse of what's happening right this moment. It enables quick pulse checks and I like that."
Thematic's value immediately shone through [by] helping us understand the things that really matter. The most valuable tools for me are Thematic's impact and comparison tools. It's clear, visual, and quick to see the impact. It's just right. Other analytics platforms have reports or word clouds, but they don’t provide anything substantial or meaningful.
Sam Gribben
CEO of Melodics
Thematic works straight out of the box. I can show the business promoters and detractors, quantify the drivers. Then, it’s the richness of the qualitative comments that builds an understanding of how the customer feels and experiences.
Lee King
Head of Insights
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