Optimizing Your Digital Experience Strategy With Customer Feedback
How Puma Used Multi-Dimensional Customer Feedback To Drive Digital Transformation
As more consumers turned to their devices to shop in 2020 and 2021, opportunities in online customer experience of global sportswear brand PUMA quickly became evident. The customer support team was managing a sharp increase in order inquiries and other often repeated questions. The team also noticed higher-than-average cart dropout rates. But without specific feedback, they were uncertain about why customers were abandoning the website without completing their purchase.
"We're listening to our customers across multiple dimensions in the heat of the moment, and we're able to take actions and make decisions based on what our customers are saying.” Joey CasaDeCalvo, Senior Manager, Customer Experience - Ecommerce at PUMA North America
Recognizing how vital to success the online shopping experience had become, PUMA prepared to adapt. This meant understanding exactly where and how to improve the digital customer experience.
Streamlining the customer journey and driving engagement
Joey CasaDeCalvo, Senior Manager, Customer Experience - Ecommerce at PUMA North America, took the first step toward digital transformation by implementing GetFeedback throughout the customer journey. With feedback buttons readily available, people can submit their thoughts in real time, as they shop. The change enables PUMA to listen to customers and prioritize specific digital improvements.
PUMA first gathered customer insights at checkout and on the confirmation page. This would inform PUMA about the overall experience with completing purchases and ways to reduce friction. PUMA soon identified a connectivity issue with PayPal that was causing friction and blocking revenue flow. They further discovered that customers wanted to have more payment options than PUMA offered. Knowing the criticality of payment ease, PUMA introduced new payment methods like Apple Pay and Afterpay and put resources into fixing the PayPal issue.
Optimizing the digital CX drives significant ROI In a short period of time, PUMA gathered valuable insights into the ways they could best meet online shoppers’ needs. As a result, they made multiple CX improvements, from refining the FAQs and speeding checkouts, to offering customers their preferred payment methods and SMS text updates about shipping. PUMA saw a drop in cart abandonment after improving the overall digital experience and payment features. Soon after, PayPal orders and order value rose 52% and 62%, respectively. Not only did revenue increase, the volume of negative customer feedback fell dramatically, as customers became more engaged and highly satisfied.
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