Our client needed an efficient web-based customer feedback programme in more than 15 languages. Operating through a network of wholly owned offices and partners across Europe, the Middle East and Africa (EMEA) and following the move to a centrally managed European structure, the business developed a strong focus on customer requirements, supported by shared processes and consistent standards.
Unlike many competitors, our client chose not to sell directly to end users. Instead, it retained a dealer, distributor and service centre model, enabling local delivery and support while maintaining central control. While this approach provided scale and coverage, it limited direct visibility of end customer experiences.
Business challenge
Senior management recognised the need for a cost effective and scalable way to capture customer insight directly from end users across multiple countries and languages. The objective was not simply to collect data, but to ensure feedback could be quickly shared, understood and acted upon throughout the organisation.
The solution needed to aggregate high volumes (hundreds of thousands) of responses, preserve the customer’s voice in their local language, and make insight rapidly accessible to teams across the region. Speed, consistency and ease of use were critical, as was the ability to embed customer feedback into everyday business decisions.
Approach
A real time, web-survey customer feedback programme was introduced across EMEA. Feedback was captured directly from end users and centrally consolidated, then made available in a common working language through CustomServe.
Alongside the CustomServe tech, a structured change management programme was implemented to support adoption. Teams across sales, marketing, service and partner organisations were trained to interpret feedback and use it as part of their normal workflows. Clear responsibilities were defined for follow up, escalation and reporting, aligned to established performance measures.
Outcomes
Our client gained a reliable and low cost method of collecting customer feedback at scale, while significantly reducing reliance on traditional research methods. Confidence in the quality and timeliness of insight grew quickly, driving widespread engagement across the business.
Feedback was reviewed on a frequent, structured basis, enabling manageable volumes to be addressed promptly. Issues requiring action were routed directly to local managers for follow up, with responses tracked against agreed service standards. Customers were contacted quickly where permission had been given, reinforcing a strong perception of responsiveness and care.
As a result, customer feedback became embedded in decision making at both local and regional levels. The programme supported measurable improvements in customer satisfaction, increased repeat purchasing and a sustained shift towards a more customer focused culture across the organisation.