Case Study

Online Retailers

SmartBuyGlasses Boosts NPS & Enhances Customer Experience with Zonka

 

SmartBuyGlasses, a global leader in designer eyewear, operates across more than 30 countries and serves a diverse, multilingual customer base. As the company expanded, so did the complexity of managing and analyzing customer feedback effectively. Despite having a mission deeply rooted in customer-centricity, their existing survey system couldn’t keep pace with the demands of global operations. Low survey response rates, difficulties in managing multilingual surveys, and a fragmented approach to tracking Net Promoter Score (NPS) were proving to be barriers to customer experience improvement.

Recognizing the critical role of actionable feedback, SmartBuyGlasses turned to Zonka Feedback. The decision marked a turning point—leading to a 30% increase in NPS, a doubling of survey response rates, and a complete transformation in how feedback was collected, managed, and used to drive real-time improvements.

Challenge: A Fragmented Feedback System Across Languages and Categories

SmartBuyGlasses needed a reliable way to capture meaningful insights across diverse product categories—like sunglasses and prescription glasses—while catering to a multilingual customer base. The old system fell short in key areas:

• Multilingual Survey Complexity: Creating multiple survey versions for each language was inefficient and time-consuming.

• NPS Tracking Difficulties: Monitoring NPS separately for different product categories lacked cohesion and made strategic improvement harder.

• Low Engagement: Survey response rates were too low to yield actionable insights.

• Manual Processing: Sorting and analyzing feedback manually delayed response times and hindered operational efficiency.

Rafael Vazquez, Head of Customer Service at SmartBuyGlasses, noted,

“We were running into issues—especially with multilingual surveys. We needed a system that could handle everything more efficiently and help us focus on what mattered: improving the customer experience.”

Solution: A Smarter Way to Manage Feedback with Zonka Feedback

Switching to Zonka Feedback brought an end-to-end solution for SmartBuyGlasses’ feedback needs, enabling them to align their survey strategy with their broader customer service objectives.

1. Streamlined Multilingual Surveys

Zonka Feedback’s multilingual capabilities replaced the need for managing multiple versions of the same survey. A single survey could be deployed globally, with translations handled seamlessly within the platform.

“It’s no longer about managing several versions of the same survey—everything flows seamlessly now,” explained Rafael Vazquez.

2. Automation for Faster Response

By setting up automation rules within Zonka Feedback, feedback was routed to the appropriate teams instantly. Urgent issues were flagged in real-time, enabling faster response and resolution.

3. Boosting Response Rates with Email-Embedded Surveys

One of the most effective strategies was embedding the first survey question directly into emails. This small tweak doubled their response rate—moving from 4-5% to nearly 10%.

“We knew we had to make it easier for customers to provide feedback,” Vazquez shared. “Embedding the first question made all the difference.”

4. Detailed NPS Tracking Across Product Lines

Zonka Feedback’s advanced reporting capabilities enabled SmartBuyGlasses to monitor NPS independently for different product categories. Real-time dashboards offered a segmented view of customer satisfaction, which helped prioritize improvements by product line.

“The platform gave us the detailed tracking and reporting we needed to address issues quickly and strategically,” said Vazquez.

5. Real-Time Insights via Google Sheets Integration

To keep customer feedback actionable and transparent, the team integrated Zonka Feedback with Google Sheets. Detractors’ comments flowed in real-time to relevant stakeholders, ensuring quick follow-ups and efficient case resolution.

Results: Boosting NPS with Zonka Feedback

The impact of switching to Zonka Feedback was immediate and measurable. SmartBuyGlasses saw a marked improvement in both survey operations and customer satisfaction outcomes:

• 30% Increase in NPS: Across product lines, but most notably in prescription glasses, the NPS grew significantly thanks to timely and targeted interventions.

• Improved Response Rates: By doubling their survey response rate, they captured more comprehensive insights into the customer journey.

• Faster Feedback Handling: Automation and integration with existing tools cut down manual workload and allowed customer service to act promptly.

• Global Feedback Standardization: Managing one unified survey system across languages helped maintain consistency in the feedback process.

“Zonka Feedback has been a game changer for us. We’ve managed to increase our NPS by 30%, which is a huge achievement,” said Rafael Vazquez. “With the flexibility to customize our surveys and make real-time changes, we’re able to keep a pulse on what our customers think and ensure we’re making improvements where it’s needed.”

Beyond Numbers: A Cultural Shift Toward Customer-First Thinking

With Zonka Feedback, SmartBuyGlasses didn’t just solve a technical problem—they shifted how customer feedback influenced day-to-day operations. By linking responses to support tickets, the team could trace back concerns to specific service interactions, closing the loop more effectively.

Customer feedback became more than data—it became a decision-making tool. Whether in prioritizing feature improvements or enhancing customer support training, feedback served as the compass guiding the team’s next steps.

Looking Ahead

With robust feedback mechanisms now embedded into their operations, SmartBuyGlasses is exploring new features such as AI-powered auto-tagging and sentiment analysis within Zonka Feedback. These tools promise even deeper insights and faster categorization of feedback—enabling data-driven decisions with greater precision.

SmartBuyGlasses continues to embrace Zonka Feedback not just as a tool, but as a strategic partner in delivering world-class customer experience.