How NS International fully integrated feedback in their decision making
NS International realized they could no longer improve the customer experience without the customer herself being involved, so they decided to change their way of working and actively collect feedback
- The marketing and communications teams bi-weekly discuss all commercial emails that were sent and look at points of improvement
- NS International eventually decided to fully base their new email templates on given feedback
Emails are most successful if they meet the wishes and needs of the people you send them to. NS International tested and optimized their campaigns on a structural basis to get to that level. However, they felt they were missing the key particle to drastically improve the customer experience: feedback from their customers. How did they change this? And how did feedback help them make customer-centric decisions and improve the customer experience?