Make CX a competitive advantage.
How a leading North American e-commerce retailer turned a customer satisfaction problem into a measurable advantage.
Client: Confidential
Year: 2025
Services
- Audience Research
- Customer Journey Mapping
- UX Design and Experience Audit
- Measurement and Attribution
Results
22%
Increase in CSAT
100%
Increase in NPS
21.2%
ROI
What happened
The retailer had scale, range, and a marketing programme that was driving consistent traffic and transactions. What it did not have was the data infrastructure to understand what its customers were actually experiencing after they arrived, and the programme to do anything systematic about it.
Satisfaction scores were not reflecting the brand's commercial ambitions. Repeat purchase rates were lower than the category warranted. Marketing costs were rising, partly to compensate for the retention and advocacy that better experience would have generated without additional spend.
We began with primary research. Surveys were designed and deployed to a mixed group of customers across one-time, moderate, and regular purchase frequencies. Incentives were used to ensure participation across segments. The results established buyer personas grounded in actual behaviour rather than assumptions, and identified the specific touchpoints in the customer journey where experience was creating friction or disappointment.
A full journey map and UX review followed, tracing every touchpoint from first visit through checkout, returns, and post-purchase communication. Key experience metrics were established across the full journey: customer satisfaction score, net promoter score (NPS), and customer effort score. Measurement was implemented at every critical touchpoint identified in the review.
The programme was not a single intervention. It was an infrastructure for continuous measurement and improvement. CSAT increased 22%. NPS increased 100%. ROI reached 21.2%.