Marina del Rey, California
Prodsight helps The Bouqs Co. validate tough business decisions
The Bouqs Co. is a bouquet delivery service with a mission: to revolutionize the way we commemorate life’s moments by connecting people to beautifully designed floral experiences and the responsible partners who create them. For this e-commerce retailer, customer satisfaction comes first.
“It might sound cliche to say we stress offering world-class service, but we really emphasize it in every daily interaction with our customers. It’s all about empathy and putting yourself in the customer’s shoes,” says Ariana Allen.
Ariana sits at the helm of The Bouqs Co.’s online reputation. There, she proactively monitors review sites like Trustpilot and troubleshoots customer service issues that go beyond the ability of their offsite support team. Happy customers drive The Bouqs Co.’s growth, and it falls on her to make sure the entire company is aware of what’s affecting that.
“We have the privilege of being on the front lines and use qualitative data to present our customer’s unique perspective to other teams in the company. We can show how customer’s feelings are trending and address issues proactively to prevent things like bad reviews and people not coming back at all.”
Customer satisfaction is at the heart of The Bouqs Co., but it creates an endless deluge of data
When operations, engineering or even the marketing team need to build a business case, Ariana and her team get the call. Tasked with providing data “from the customer perspective,” Customer Experience would have to manually search through tags on Zendesk.
“While we have an internal Analytics team, Prodsight gives the Customer Experience team the ability to collect data ad hoc and reduces the need for us to submit data requests.”
Without Prodsight, it was a time consuming, inconsistent process that ultimately overwhelmed both teams.
“Whenever we got a request, we had to drop everything and concentrate on that. It could take hours—sometimes days. At a certain point, we had to start turning down requests for data information.”
That kind of inaction is bad news for a customer-first company like The Bouqs Co. It can tank a customer’s experience and impact the bottom line.
Worse, without a core metric to track, Ariana and her team were often unable to make a compelling business case for the changes they needed to see happen.
“We need data to build a case for the improvements we want to make. Before Prodsight, it was a time-consuming task to go into Zendesk and search for a tag. And that’s not even considering the human error that goes along with manual tagging. We’d have to read through the tickets individually to get even a sense of customer sentiment. We couldn’t get a number.”
Enter Prodsight’s Net Sentiment Score.
“It gives us a way to quantify how customers are feeling. And it’s also a number for data people who are always asking for the numbers behind issues. With Prodsight, we can say things like, “How upset? The customers are -60% upset”, and the data person will respond “Wow, we have to fix that.” It speaks their language, but it also speaks ours.”
With Prodsight, The Bouqs Co. customer support team can make the strong business cases they need to
For at least 3 years, The Bouqs Co. struggled with rerouting flower deliveries to a changed address. Bouquets that are already en route can’t be held or redirected because the flowers would arrive in terrible shape. So these requests were mostly denied and a refund issued.
“It was not a great experience.”
As COVID restrictions eased and people began traveling, flower deliveries were once again slipping through the cracks. This time, The Bouqs Co. was armed with hard data from Prodsight: a negative 80% Net Sentiment Score, which reflected a tangible impact on the business and its customers.
It looked about as bad as a 3-week old floral arrangement and didn’t fit in with their values around customer happiness.
“We went back to the business mission. We take a lot of direction from our CEO, Alejandro, who is very customer-centric. He just loves making people happy and that’s what empowered our team to come up with the best solution for the customer.”
With a speedy, convenient way to pull data and cold, hard facts to support a business case, Ariana and the rest of the The Bouqs Co. CX team was able to suggest a meaningful improvement in a timely manner.
Ariana’s manager Sharie decided the solution was to send a replacement The Bouqs Co. to the new address. Whatever the situation — wrong address, reroute, customer typo — The Bouqs Co. would send a replacement, no questions asked.
“We’re taking the brunt of those costs, but we want the customers to leave happy. Customers refer family and friends or give us repeat business because they know they can rely on us to turn around the situation as best we can. So the cost is minimal in the grand scheme of things.”
In the span of a month, the customer Net Sentiment Score around reroute requests went up by 89%, from -80% to -9%. Even more, the support team could see a qualitative difference through positive reviews that called out the resolution. It was a radical change, but it’s had massive (and with Prodsight, measurable) positive impacts on the business.
“In the future, we’d like to come up with periodic team-specific sentiment scores so each team can see how customers are reacting to their initiatives. That’ll give us an even better way to look at where we can make improvements and determine how we can improve that experience for our customers.”