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September 7, 2021 Customer Experience Insights

Customer experience case studies.

We’ve talked a lot about the impact of CX, how it’s changing, and why you should care. We also know that it can be difficult to grasp exactly what that means for your business. How CX initiatives impact day-to-day work or how you’ll interact with customers and what that looks like in action are just a few examples.

This article highlights some customer experience case studies that make the benefits of investing in customer experience far more tangible. We’ll look at customer experience examples from our experience working with clients from various industries and the impact CX investments had on various parts of the business.

Trex: Bridging the Gap Between Analog & Digital

Trex , a home improvement company specializing in sustainable deck materials, reached out to 3Pillar Global to help them build a photorealistic deck design app to extend the customer experience.

The company wanted the app to address a major pain point: deck customers were largely on their own in terms of design. Either it was on them to try to design and build a deck on their own OR they’d need to hire a designer or rely on a builder to take care of the design AND build process.

By creating a photorealistic app, Trex saw an opportunity to eliminate the time and expense of outsourcing the design process. A: it allowed customers to reallocate that budget to better materials and B: it ensured that they could get the deck of their dreams—on the first try. In turn, that means more revenue, referrals, and recommendations for Trex.

They also knew that building a custom deck design app was an opportunity to offer something their competitors didn’t.

Rather than building an application from scratch, many Trex competitors simply white-label existing technology without considering customer feedback. Unfortunately, that approach creates a subpar UX experience. Users don’t walk away with an understanding of what their design will look like in real life. Customers are left wondering if the deck would match their home and if they choose the best material for the job.

3Pillar Global experts worked with the Trex team to build a custom app that could really bring DIY deck designs to life—beyond basic floor plan sketches or outdated 3D designs.

We started the process by performing deep user testing, which enabled us to design and build a solution that solved for real-world needs.

The final product was a user-friendly app that allows customers to upload an image of their backyard, input dimensions, and share preferences. From there, the app recommends specific materials and products to help them make their dream deck a reality.

At the end of the process, customers receive a blueprint, estimate, and a shopping list for everything they’ll need to complete the job.

Customers were really impressed with the app. They were impressed by the app’s baked-in photorealism—including the wood grain, colors, textures, and details that allowed them to really make their designs their own.

We also built an integrated customer relationship management (CRM) system directly into the app’s backend to support the Trex team on the job. As a result, the sales team now has access to more data and contacts. This data is helping them fill their pipeline with qualified leads and provide personalized support and solutions throughout the entire sales process.

CARFAX: Tapping New Markets

Sure, helping B2C customers find vehicle history information might be their bread and butter, but CARFAX is continuously looking for new ways to use its extensive database and deep customer knowledge to create new digital solutions.

Throughout the course of our decade-long partnership, we’ve helped CARFAX bring six new products to market—including CARFAX for dealers—a digital B2B solution helping used car dealers reach more potential customers.

Most recently, 3Pillar Global helped the company expand into the public sector with CARFAX for Police—a mobile/web app that streamlines the process of filing accident reports.

This customer experience case study is a great example of how you might repurpose an existing solution to meet the needs of a completely different market.

When 3Pillar Global developed CARFAX for Police, a big part of this process was learning more about the unique challenges officers face on the job and what they wanted from a potential solution. While the technology was there, we had to get to know a completely different user segment—with completely different priorities than car buyers and dealers.

3Pillar Global conducted user research (interviews, app usage patterns, etc.) with 8 officers. The team interviewed them to learn how to create something they’d actually use—and could be adapted to fit different county/state workflows, while at the same time, providing some flexibility for different forces to adapt the solution to their unique needs.

The 3Pillar Global solution helped CARFAX reduce report completion times by 50%, which enabled law enforcement organizations to capture and integrate more data across their systems.

This made it easier for officers to collect better information at the scene using their smartphones, also reducing the amount of work involved in filing a report.

While this particular application focuses on one specific part of policing, it does indicate the potential impact similar digitization efforts might have in other areas—shared data between jurisdictions, transparency between police forces and the community, better information, fewer opportunities for paperwork to “go missing” or get destroyed.

E-commerce Client:

A major online brand specializing in custom blinds, shutters, and shades reached out to 3Pillar Global to modernize their e-commerce site.

At the time, the brand realized that their aging infrastructure could no longer support the incoming traffic they were seeing. At the same time, they were looking to expand into new geographical markets.

The solution covered two main areas. The first was modernizing the client’s system. We built them a new website, along with a fully-integrated point of sale system.

3Pillar Global worked with the client to redefine the front-end technical infrastructure and improve website performance. We ran a performance test report to capture the parameters of our response with the goal of being able to support 200+ users at the same time.

We revamped the website’s front-end design but kept backend APIs the same.

We also sought to improve the user experience to drive sales and boost satisfaction.

All hands were on deck for this engagement. From design to product and engineering teams, all worked together to define aspects of the buying process (an effort that can take several weeks, depending on how many touchpoints/segments you’re dealing with).

The new website allowed the client to penetrate international markets and increased online sales by 20%.

Fortunately, the client had a really clear voice and well-defined customer values—which made the process of modernizing and improving the shopper experience much easier on our end.

Kathryn Rosaaen, one of 3 Pillar Global’s experts who was involved with the project, says, “it was about understanding the customer journey from the beginning. Where do people start, and what devices and touchpoints do they use to interact with the brand along the path to purchase—the iPad browsing experience at home, the point of sale experience in the store, the desktop website, the point of sale experience out in the field, and so on.”

She also noted that while much of the process was about making sure the systems were integrated and all APIs were synced so that they could communicate with each other, the core focus was about making sure the entire experience—from design to editorial positioning—was unified, consistent, and easy-to-use at every touchpoint.

PBS: Modernizing Public Broadcasting

We’ve worked with PBS since 2009 when the public broadcasting giant sought out our expertise to begin transitioning from a traditional media company to a leader in digital media.

The organization recognized the need to find new channels and formats to educate and inform audiences of all ages and backgrounds—and unify its disconnected network of nearly 200 member stations.

For more than a decade, we’ve helped PBS optimize and expand their digital footprint as part of an ongoing collaboration.

3Pillar Global helped PBS build the technical infrastructure needed to serve content on multiple channels and in various formats. We developed original iPad apps and created APIs that enable content delivery on any channel and built custom content management systems (CMSs) that made it easy for member stations to deploy a consistent stream of online content. At the same time, PBS is in full control over when and where its content appears.

What’s more, we also helped the broadcasting organization develop a digital-first culture and the Agile development methodologies that enabled them to sustain and expand on those initial digitization efforts.

The 58M app downloads and hundreds of millions of videos streamed each month speak for themselves. However, we think the real takeaway from this customer experience case study is what can be achieved through long-term partnerships.

CX isn’t a one-and-done effort, it’s something that requires constant attention. With PBS, we’ve laid a strong digital foundation that allows them to anticipate and respond to viewers’ needs, rather than scrambling to play catch up like other legacy broadcasters.

Key Takeaways

In the end, these examples demonstrate that improving CX isn’t a one-size-fits-all effort. As you can see, each of the CX case studies we looked at focused on a very different set of goals. The key takeaway is, initiatives should align around a specific business case and be driven by the customer.

To find out more about how 3Pillar Global experts can help you reach new markets, build breakthrough solutions, or completely revamp the online shopping experience, contact an expert today .

Special thanks to these members of FORCE, 3Pillar’s expert network, for their contributions to this article.

FORCE is 3Pillar Global’s Thought Leadership Team comprised of technologists and industry experts offering their knowledge on important trends and topics in digital product development.

Customer Experience (CX) Table of Contents

• Ch. 1: Customer Experience as a Competitive Advantage
• Ch. 2: Customer Experience Trends
• Ch. 3: What Makes a Great Customer Experience?
• Ch. 4: Customer Experience Lifecycle – Adopt a Customer Mindset at Every Stage
• Ch. 5: How Customer Experience Has Evolved
• Ch. 6: Capturing the Omnichannel Customer Experience
• Ch. 7: How Customer Experience Impacts the Bottom Line
• Ch. 8: Importance of Customer Experience
• Ch. 9: Digital Transformation and Customer Experience
• Ch. 10: Owning the End-to-End Customer Experience
• Ch. 11: Why CX Design Matters
• Ch. 12: The Common Culprits Behind Bad Customer Experiences
• Ch. 13: Customer Experience Case Studies
• Ch. 14: How Customer Experience Impacts Retention
• Ch. 15: The Effects of Customer Experience on Brand Loyalty
• Ch. 16: 16 Statistics that Drive Home the Value of Customer Experience
• Ch. 17: Overcoming Common CX Challenges
• Ch. 18: Customer Experience (CX) vs. User Experience (UX)
• Ch. 19: Creating a Customer Experience Culture
• Ch. 20: Why Run a Customer Experience Audit
• Ch. 21: How to Define Customer Experience Strategy
• Ch. 22: The Role of Artificial Intelligence in Customer Experience
• Ch. 23: Impact of Social Media on Customer Experience
• Ch. 24: A Customer Experience Roadmap for Success
• Ch. 25: Innovation Begins with Customer Feedback
• Ch. 26: 10 Steps for Improving the Customer Experience
• Ch. 27: Self-Service is the Future of Customer Experience
• Ch. 28: Building an Enterprise Customer Experience
• Ch. 29: Achieving Real-Time Customer Experience
• Ch. 30: Using Automation to Create a Consistent Customer Experience
• Ch. 31: A Practical Guide to Customer Journey Mapping
• Ch. 32: A Guide to Personalized Customer Experience
• Learn how we can help you design successful customer experiences.

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Customer Experience in the Age of AI

• David C. Edelman
• Mark Abraham

Companies across all industries are putting personalization at the center of their enterprise strategies. For example, Home Depot, JPMorgan Chase, Starbucks, and Nike have publicly announced that personalized and seamless omnichannel experiences are at the core of their corporate strategy. We are now at the point where competitive advantage will be based on the ability to capture, analyze, and utilize personalized customer data at scale and on how a company uses AI to understand, shape, customize, and optimize the customer journey. The obvious winners have been large tech companies, which have embedded these capabilities in their business models. But challenger brands, such as sweetgreen in restaurants and Stitch Fix in apparel, have designed transformative first-party, data-driven experiences as well.

The authors explore how cutting-edge companies use what they call intelligent experience engines to assemble high-quality customer experiences. Although building one can be time-consuming, expensive, and technologically complex, the result allows companies to deliver personalization at a scale that could only have been imagined a decade ago.

The case for building “intelligent experience engines”

Idea in Brief

The reality.

A personalized customer experience has become the basis for competitive advantage.

The Problem

However, providing personalization requires more than just a technological fix.

The Solution

Businesses must design intelligent experience engines, which assemble high-quality, end-to-end customer experiences using AI powered by customer data.

Brinks is a 163-year-old business well-known for its fleet of armored trucks. The company also licenses its brand to a lesser-known, independently operated sister company, Brinks Home. The Dallas-based smart-home-technology business has struggled to gain brand recognition commensurate with the Brinks name. It competes against better-known systems from ADT, Google Nest, and Ring, and although it has earned stellar reviews from industry analysts and customers, its market share is only 2%. But its systems have generated a wealth of product usage information; its call centers have accumulated voluminous historical customer-level transaction data; and its field reps have been gathering competitive data since it began operations, in 1994.

• David C. Edelman is an executive adviser and a senior lecturer at Harvard Business School.
• Mark Abraham is a managing director and a senior partner at Boston Consulting Group.

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Four Seasons

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IHG listenings to guests through surveys, reviews, and social feedback

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Group chief marketing & customer officer.

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Johnson & Johnson

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7 Successful Customer Experience Case Studies

Customer experience, or CX, is essential for your brand’s longevity, profitability, and customer loyalty, so it’s worth considering this factor in your marketing strategy. It’s no stretch to say that delivering high-quality customer experiences is critical if you want your brand to remain competitive in the modern business environment.

But it’s one thing to try to incorporate solid CX strategies and methodologies into your workflow. It’s another thing to see them in action as a success story. Today, let’s break down seven successful customer experience case studies. By the end, you’ll be well-equipped and ready to implement the techniques and methods that these successful companies used to bolster and reinvigorate their CX philosophies .

1. Macmillan Research

Macmillan Research, a scientific research institution, discovered in 2012 that various individuals affected by cancer needed extra support with practical tasks like cleaning, shopping, and so on. Approximately one in four people diagnosed with new cancer in the UK lacked support from close family or friends (or roughly 70,000 people each year) at the time of this project.

To solve this, Macmillan devised a Team Up service. The goal was to create an accessible, intuitive online marketplace that would help those affected by cancer get the practical support they needed.

To accomplish their goal, Macmillan worked hard to ensure that Team Up was easy-to-use and accessible across many different devices. It also needed to recruit new volunteers plus appeal to a younger demographic of workers.

Thus, Macmillan faced two primary challenges:

• Getting enough early adopters to test the earliest iterations of the service
• Acquiring the new technologies needed to make the whole project work

Macmillan focused on customer experience by hiring a dedicated community manager. This community manager then worked with various local groups in order to sign people up for the prelaunch of the product.

Furthermore, Macmillan integrated data into its CX testing by running biweekly user testing sessions. These guaranteed that members of the community provided their feedback to the project early on, where it could still be incorporated easily.

Thanks to these CX practices, Macmillan was successful in its overall goal. The Team Up service exceeded its initial expectations and registration KPIs by approximately 40%. Most practical tasks for cancer patients had a turnaround time of fewer than three days overall.

The car sales company CARFAX always looks for new ways to leverage its extensive vehicle database and use its customer knowledge to make new, intuitive digital tools and solutions.

Among the most recent improvements that CARFAX has made to its product is CARFAX for Police, which is a mobile and web application that helps to streamline accident report filing. Customers can now use CARFAX to file accident reports with local police precincts, making the entire process much more streamlined and easier.

To develop this app, CARFAX needed to focus on customer experience. CARFAX did some research to learn about the challenges police officers face while on the job and the difficulties they experience when filing accident reports. Fortunately, the technology to incorporate a solution like this was already present.

CARFAX and its clients conducted extensive user research, including interviews, measuring application user patterns, and so on, with a handful of police officers. They also leveraged skilled developers and mobile app programmers to make navigable, easy-to-use systems that successfully led to a great app.

By the end, CARFAX’s focus on CX resulted in an app that enables law enforcement officers to reduce accident report times by about 50%, as well as capture more data in law enforcement systems.

PBS previously wanted to transition from a more traditional media company into a leading digital media giant. To do that, PBS recognized that it needed to discover new marketing channels and formats through which to deliver educational, informative content to audiences across all age groups. More broadly, PBS wanted to connect and unify its overall network of approximately 200 member stations.

The CX-focused improvements were multifaceted from the get-go. PBS constructed a new technical infrastructure to serve content on multiple channels. This made PBS content more accessible to its users, thereby improving their customer experiences.

Furthermore, PBS developed iPad applications and APIs to ensure that content could be seamlessly delivered on any channel. This required the construction of custom content management systems, too — a high initial expense, but one that ended up being very worthwhile in the long run.

PBS also pivoted into a digital-first culture across the board. This allowed its members to focus on delivering exemplary customer experiences to online users, not just individuals watching television programs.

Trex was a home improvement company that specialized in providing sustainable deck materials. It wanted to improve its customers' experiences by creating a deck design app through which customers could create photorealistic mockups or simulations of what their decks might look like after constructing them.

The deck app would solve a huge pain point by helping customers who had only themselves to rely on when designing and building a deck of their very own. In creating a photorealistic application, Trex could eliminate a lot of the time and costs required in outsourcing the design process.

Therefore, Trex focused on creating an intuitive, navigable app with a good UX experience. This involved performing very deep, comprehensive user testing, as well as designing and building an initial solution and providing it to testers before incorporating their feedback.

In the end, the final app was very user-friendly. Customers were able to upload an image of their deck spaces or backyards, input certain deck dimensions, and even share their preferences. The app then recommends various eco-friendly deck materials and products so they can design and build the deck of their dreams in no time.

5. Thomas Cook

Thomas Cook, a travel agency and operator, wanted to improve its direct relationships with its target audience members and expand its customer base to those who weren’t currently its customers. Thomas Cook also wanted to know more about online customer journeys, as well as better understand customer purchase lifecycles.

With so many disparate goals, Thomas Cook needed to focus on customer experience and data-gathering above all else. To do this, it launched a targeted lead-generation campaign in addition to a travel survey.

The point of both of these methods was to capture key data and information about customers' future buying intentions, as well as specific customer requirements (which could, in theory, affect whether a given customer might buy something).

Furthermore, Thomas Cook utilized a nurturing program to deliver individualized, highly resonating messages and bolster user engagement. After completing the survey, consumers were presented with several different headline offers or redirected to the primary Thomas Cook website.

Thomas Cook didn't stop there. It also displayed various retargeting tags in the marketing campaign, helping the brand deliver more personalized display banner advertisements to respondents. All in all, this marketing effort allowed Thomas Cook to gain much more information than before.

It also acquired over 15,000 leads, saw email engagement rates boosted by over 30%, and saw email open rates at over twice the UK national benchmark average. All in all, it was a very successful CX data-gathering campaign.

6. RS Components

RS Components previously needed a better user experience. Specifically, the CX here was not conducive to quick or efficient processing.

This was a big problem for RS Components, as its marketing campaign was doing well, delivering over 10 million visits to various associated websites per month. Unfortunately, 70 million of those prospective customers left the site right at the search stage over the year.

To bolster conversion, RS Components look to improve its online customer experiences. With 60 websites in the group, this was a monumental task.

To accomplish it, RS Components:

• Collected customer feedback from online surveys, in addition to performing customer lab testing in the real world
• Prioritized things like speed and ease of identifying products. RS Components aimed to make it easier for customers to find and purchase the products they wanted
• Practiced search term correction
• Made significant improvements to search result categorization and presentation
• Emphasized and optimized its websites for mobile searchers

All in all, these efforts were highly successful. RS Components didn’t focus so much on changing its customer experience in terms of customer support or marketing. However, it did make a change in its CX in terms of searchability, website navigation, and product purchasing. This highlights how customer experience can incorporate and encompass many different elements of an online enterprise.

7. Vodafone UK

Vodafone UK wanted to develop an interactive, graphical representation of network performance. This was to be a first for the overall UK telecoms market. Unfortunately, Vodafone UK faced a significant challenge: making this rather technical and complex subject more accessible and simpler to understand for customers.

The primary objective was to create a tool to route queries into a call center using a self-service portal. Then, Vodafone UK aimed to develop a system to help communicate any planned outages to customers that would be affected. By the end of development, the tool needed to be very easy to maintain and be able to update itself in real-time 24/7.

To accomplish this, Vodafone UK focused somewhat on CX or customer experience management. Specifically, it:

• Created a cross-channel working group that included different business areas and people in industries like network operations, public relations, technology, security, and more.
• Carried out various usability studies with the public. This helped to validate its initial graphic design plan and user experience before implementing and improving upon it.

With this CX-focused approach, Vodafone UK successfully constructed a system where telecom information could be updated moment by moment by field engineers. The system was also linked to an email notification center, which enabled affected customers to immediately be notified of outages or changes in their coverage.

These days, users can still register their email addresses with the Vodafone UK telecoms system. This automatically sends an email if an issue is reported or if the network operations center has to impose an outage for technical or maintenance reasons.

The Impact of Customer Research on Customer Satisfaction

Many of these studies show how social media, digital transformation, and customer-centric optimization strategies can have a major impact. Using touchpoint analysis or leveraging contact centers can have an incredible impact on the bottom line.

Customer relationships — for both current and potential customers — only grow if you focus on world-class CX like these companies. Provide your customers with good day-to-day service in the online shopping world. Leverage automation where it makes sense, but don’t forget about the impact of a personal, human touch.

Chat With Awesome CX Today

As you can see, good customer experiences are absolutely vital for your brand. As you look to improve your CX overall, review your customer satisfaction metrics. Decide what pain point you can solve and anticipate the kind of improvements that loyal and new customers will most likely appreciate.

If the ideal way to make sure that your CX improvements are actually improvements and not just changes to your website or customer journeys for the sake of it.

Fortunately, if your CX philosophy needs a bit of work, there are partners you can turn to for help. Awesome CX is well-equipped and ready to assist with all of your CX needs.

In fact, we’ve assisted over 90 brands with their customer experience services , ranging from backend or office support to customer experience center aid and more. No matter what your industry happens to be, Awesome CX can help in more ways than one.

Send us a message today to learn more.

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Case Study on Customer Relationship Management – (CRM)

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6 Interesting Customer Service Case Studies to Inspire You

July 18, 2023

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An 11-year-old boy’s experience with LEGO customer service changed the company’s brand perception. It’s not only brought in more customers but also justified their lead position in the market. Here, we will discuss a few more interesting customer service case studies.

One good service can not just help one customer but also influence future customers. Reading others’ stories will help you understand ways to overcome new challenges.

I will start with some popular ones.

Popular customer experience case studies

Customer service is not just limited to providing product-related support anymore. We have passed the line way back. As the market gets more critical, everyone is running a few extra miles. Even the top companies in the field are not compromising anything. 

Let’s start with JetBlue’s customer service case study.

JetBlue sets an example of how you can use social media to provide excellent customer service. They have multiple teams at different levels that are active on Twitter. And there are many examples of it.

Here is one: Paul once tweeted that he couldn’t find Starbucks at the gate while boarding the flight. JetBlue immediately responded with an alternative, which was free for him.

Another challenge that JetBlue faced was the winter storm in early January of 2017 . They had to cancel a lot of flights at that time. And because of this, thousands of people were impacted.

The challenge here is that JetBlue cannot change the weather or ensure a safe flight during a storm. But they can provide up-to-date information.

So, they started to tweet updates about the storm and the flight schedule the whole time. As a result, even though the passengers were frustrated, they were happy with JetBlue’s service.

Zappos has a good reputation for providing the best customer support. And it has a lot of interesting customer service case studies. One particular service case created a lot of buzz in the market.

Zappos’s service agent talked with a customer for 10 hours in one call. And, surprisingly, Zappos took it in a positive way. The call wasn’t even about any service. 

This long call started with where and how that customer lives. Then, eventually, it turns into clothing and fashion-related conversation. Finally, the customer ended the call with the purchase of a pair of UGG boots.

It breaks all the records and wins a long-running battle. Which one is better, automated calls or live agents? And without a doubt, it’s the personal touch that steals the crown every time.

This customer service case study is a bit more heartwarming. 11-year-old James Groccia has Asperger’s syndrome. He was looking at an expensive LEGO set for his birthday. It’s the exclusive Emerald Night Train set.

James saved money for two years. The money came from his birthday gifts and his participation in research. But he was heartbroken when he found out that it was unavailable.

His mother looked everywhere possible. On Amazon, eBay, or any other platform, it was either out of stock or too expensive. Eventually, with the help of a social worker, James wrote to LEGO.

It was a huge surprise to James that LEGO wrote back. And not just that, they surprised him with the exclusive Emerald Night Train set just before his 11th birthday.

It wasn’t easy for LEGO as well. It was a discontinued set and a collectible. They had to track it down for him. This extra mile not only made that customer happy but also established a brand perception that cares about its customers.

WPManageNinja’s customer service case study

While we were looking for customer experience stories, we talked with our Support team head, Mr. Kamrul Islam , here at the WPManageNinja office. He shared a few interesting case studies with us.

“I made a full website using your table builder plugin.”

Our support team faces and solves a lot of interesting cases every day. So, from a lot of stories, we have chosen three interesting stories to share with you in this blog. And, we are not going to be technical here at all.

So keep reading.

Story #1: Fluent Form

Let’s start with a simple one. One of our clients creates a ticket with an issue through our Fluent Support helpdesk system . 

Ticket created from customer’s end

I am a Fluent Form user. And I want to create a booking form using your form builder.

Thanks a lot for contacting us. Let us get into it and see what we can do for you. We will get back to you ASAP.

Booking system plugins are typically used for appointment booking. However, our support team needs to find a way to use our form builder plugin to accomplish this task.

But instead of saying, “This is not possible,” to our client, they get to work. Started figuring out a workaround for this. For obvious reasons, a form builder cannot provide a booking system facility, but the team finds a way to use it as a basic date booking system.

Our support team used two date-picker blocks from our Fluent Form builder and used different blocks to pick the starting and ending dates. Our team got in touch with the customer and gave him the solution.

But the customer knocked again.

Ticket continue

I am happy with the solution, but I’m facing an issue. I picked one date from the “Start from” calendar drop-down, but I can still see the previous dates are active in the “End at” drop-down. I want it disabled.

Here is a screenshot.

We can certainly help you out with this. We will get back to you shortly with a solution. We really appreciate your patience, and thanks a lot for being with us.

As our support specialist stated, they provided a solid solution. They had to write some custom code to implement a new feature in the client’s system.

That customer not only gave us a 5-star rating for our service but also became one of our loyal customers.

Story #2: Ninja Table and Fluent Form:

Speaking of adding custom features, it’s one of the regular jobs for our support team. Support agents, from time to time, write custom codes to fulfill customer requests.

Once, we got another ticket about a dynamic integration between two of our products. And the request came in multiple layers.

Hi, I am ruining a multi-user-based site, and recently I purchased the Ninja table for my site. I bought this to list my users information in a single table. But after a few tries, I failed to do it. Can you help me?

Thanks a lot for connecting us. We can help you with your issue. We will get back to you ASAP with a solution. Thanks a lot for being with us.

Our support agent needed to create a table from the site’s SQL data that contained user information.

It was an easy fix. Ninja Table has that feature built-in. Our expert agent wrote a few lines of script to pull users’ information. It created a table from SQL data.

The tickets continue.

Now I can see all the users’ information in a single table. But now I want to display only logged-in user information in the table. The rest of the user’s information should be hidden for that user.

Sure, we can do that for you.

So, the support agent created a custom shortcode to embed the table on the display page. That custom shortcode restricted other users’ information to the logged-in user.  

But the client came to our support team again.

Hi, I’m very happy with the output. But now I need one more thing from you. I need another column in the table with a form link in it. If a customer clicks on it, it will open a new page with the form on it. And I need it to be prefilled with the information from the table. I don’t want my customer to fill out the form again.

We can certainly help you with this. Our engineers will get into it and get back to you soon with a solution.

Our support team has two challenges in solving this ticket.

• A table created using SQL data has a limitation. You cannot add a new column to the table without touching the SQL data. Altering SQL data is not a good idea at all. So, adding a new column in the table with a form link is difficult.
• Pull the data from the table to prefill a form with logged-in users data. And then make the prefilled input box uneditable.

Our team starts with the first challenge. We cannot create a new column without altering the SQL data. But then they figured out a way to replace particular data with the desired data. And in this case, the desired data is the form page link.

So, they used a column from the SQL data set that did not have important information. Using the custom scripting, they replaced the SQL-pushed data with the form page link. Part one is solved.

For the second challenge, our team used Fluent Form. They integrate the Fluent form with the Ninja table. With the help of some custom scripting, they were able to pull the data from the table into the form’s input box.

The client was really happy with the outcome. Just because of this service, the client bought all of our products. And there is no need to mention that the client became one of our advocates.

Story #3: Ninja Table

Customers can show you totally different use cases for your product. This particular story is the best example of this statement.

Hi, I am using your Ninja Table plugin on my site. I need to link a Google Sheet with the plugin. Is it possible?

Thanks a lot for connecting us. We have a built-in integration facility for Google Sheets in the table settings.

At this point, the WP Manage Ninja team sent a step-by-step video tutorial to show how to do the integration. and the client was happy with this.

But shortly after that, clients connected with our support team again with multiple queries.

I need your help to customize the table. I want to make it look different from a regular table. Specifically, I want to hide the header and border and resize the columns and rows. I also want to know if I can apply custom styling to the data from the Google Sheet and if an image inserted in the Google Sheet will appear in the table. So somehow, I don’t want it to look like a table.

Thanks again for connecting with us. All of your requests are possible. However, it would be helpful if we could have access to the site table on your site. This would allow us to provide you with a better suggestion.

The client shared a link to the site with the support team. The whole team was a bit confused.

Hi again. Thanks a lot for sharing the site link with us. But we may need a little more information about the site. And please specify where you want to put the final table. Also, can you please give us a link to the actual table?

I gave you the link to the table.

We are very sorry; you just gave us a site link. We cannot see any tables here.

That is the table.

May you please elaborate? What do you mean by that?

I made a full website using your table builder plugin.

After some inspection of the site, our agent realized our client had made a fully functional website using our table builder plugin. We were just amazed by this type of use case.

The client also linked the table with a Google Sheet, which we helped them with previously. This means that they do not need to log in to the WordPress dashboard to change any data.

The client can simply make changes to the Google Sheet from their phone, and our table plugin will automatically update the data on the site.  

This is so far one of the most unique and clever use cases we have seen for any of our products.

Takeaways customer service case studies

Up until now, we have shared six different customer service case studies. But these are not just stories. These case studies tell us what excellent service is. It teaches us how we can go the extra mile and how it can impact our customers.

Essential qualities of the best customer service reps

So, here are a few takeaways from these case studies:

• Be responsive. Respond to the customer, even if it’s a tweet. Be quick and efficient.
• Be helpful. Go above and beyond to help customers. This could mean tracking down a discontinued product, giving a refund, or even just sending a handwritten note. Personalization matters in customer relations. A good gesture could be to send customers gratitude notes that have been carefully crafted to suit their tastes. You can design cards , for instance, which gives you ample room for creativity and personal touch. Even when they don’t know it’s not required. This could mean offering advice, making recommendations, or just listening.
• Be transparent. Be honest with customers, even when it’s not good news. Customers always appreciate a direct response, even when they are angry.
• Be personal. Take the time to get to know the customer’s individual needs. This will help you provide more personalized service. Which will make them feel special.
• Be human. Don’t hold your personality back; let your human side shine through. Show that you care about the customer and their experience. This could mean using humor, being empathetic, or just being yourself. The personal level of connection is effortless. This will make your service seamless.
• Go the extra mile. Go above and beyond to help customers. This could mean tracking down a discontinued product, giving a refund, or even just sending a handwritten note. Whether you need to write custom code, provide training, or even just be a sounding board, let it be.
• Be creative. If you can’t find a solution, that’s fine. Go out of the box and come up with a new one.
• Be patient. Sometimes, it takes time to find the right solution that works. Be patient with customers and stay with them until they’re happy with it.
• Be open-minded. Customers may use your product in ways that you never intended. Be open to new ideas.
• Be impressed. Be amazed by the imagination and creativity of your clients. When you see customers using your product in a unique way, make sure to let them know how impressed you are.

Final thoughts

Being a tech support specialist or service agent is a challenging job, no doubt. A customer can come up with any type of issue. Hance, the service providers have to be sound enough to deal with any surprises.

The service-dependent industries are constantly facing a variety of cases every day. That’s why customer service case studies are a must-read for support and service providers. And, on the other hand, these stories can bring in new customers.

Start off with a powerful ticketing system that delivers smooth collaboration right out of the box.

Md. Ariful Basher

Hi, this is Abir, a web designer and full-time content writer passionate about psycho-thrillers and sci-fi. I focus on creating captivating content and visually stunning websites, ensuring a top-notch customer experience. Also, a food enthusiast!

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10 B2B Case Study Examples to Inspire Your Next Customer Success Story

• October 24, 2023

Case studies, also known as customer stories, are valuable content assets for attracting new customers and showing your expertise in a competitive market.

The more case studies you have, the simpler it gets for your customers to make decisions.

Case studies provide a firsthand experience of what it’s like to use your product or service, and it can give an “Aha!” moment to potential customers.

While product demos and white papers are great for generating leads, their use is limited to highlighting product features. 

On the other hand, case studies showcase the transformation a business has undergone while using your product.

A case study offers potential customers a glimpse of the positive changes they can expect, which is more compelling than simply showcasing your product or service’s excellence.

• Customer mission should be given at the beginning
• Follow up about specifics and metrics
• Use quotes from their side to highlight
• Work out the biggest benefits of your offering and make reference to them
• Make sure your success story follows a brief and logical story structure

In this article, we’ll review 10 examples of outstanding case studies that have collectively helped secure millions in new client business. Let’s get started.

What Is A Case Study?

In simple terms, a case study highlights how a product or service has helped a business solve a problem, achieve a goal, or make its operations easier. 

In many ways, it’s a glorified and stretched-out client testimonial that introduces you to the problem that the customer is facing and the solution that the product has helped deliver. 

Case studies are invaluable assets for B2B SaaS, where sales cycles tend to get lengthy and costly. They’re a one-time investment that showcases your product’s features and benefits in rooms your sales team can’t be in. 

What Makes A Good Case Study? 

There is no one-size-fits approach to a good case study. 

Some case studies work better as long, prose-forward, and story-driven blog posts. Whereas some are better as quick and fast-fact content that doesn’t add to the chatter but gets straight to the point. 

Here are some of the tenets of good case studies:

• Product-Led : Focuses on showcasing the product as the solution to a specific problem or challenge.
• Timely : Addresses the current issues or trends relevant to the business’s ideal customer profile (ICP) . 
• Well-structured: Follows a clear, organized format with easily digestible writing style and synthesis. 
• Story-driven: Tells a compelling and relatable story that puts the reader in the customer’s shoes. 

Case studies must tell the customer’s story regardless of style or content density.

Other than that, visuals in case studies are powerful in increasing conversion rates, by providing real evidence and taking attention.

Companies can also use their website, social media, and newsletters to promote case studies and increase visibility.

Below, we have ten diverse case study examples that embody these principles. 

B2B Case Study Template from Our Team

We will share great and proven B2B case study examples that you can get inspired by in the following section, but before that, let’s take a look at an easy and effective template from our team.

10 Best B2B Case Study Examples To Take Inspiration From

Plaid is a fintech company specializing in equipping users with a secure platform to connect their bank details to online applications. Addressing the pressing concern of financial security, Plaid leverages compelling case studies to showcase the remarkable transformations their clients experience.

Take Plaid’s case study of Betterment, for example. 

The study begins by stating the goal that the customer is trying to achieve, which is to “onboard new users and drive engagement.” Right next to the goal is company details, and followed below is a singular problem and its solution.

The case study continues by keeping the business’ desired result front and center and offers a generous outlook on the SaaS business.

The core process of how Plaid helps Betterment is cleanly laid out, which is a brief version of a ten-page white paper. 

What follows are several benefits that Plaid offered to Betterment. 

Plaid’s subtle yet effective product integration and clear, well-organized process make it simple for customers facing similar challenges to envision the solution.

2. SalesHandy

SalesHandy is an email automation software that personalizes high-volume cold emails. The company heroes client success stories for its case studies and opens the heading with their wins. 

Check out this B2B case study example from Sedin’s case study published by SalesHandy.

Readers need context, and case studies should always begin by outlining the exact problems their product or platform aims to solve. 

Here, SalesHandy expertly introduces us to Sedin’s use case and the challenges that the business is facing.

After a lengthy context, the case study highlights Sedin’s core challenge in the words of its personnel. 

This personable approach ropes readers in and lets them empathize with Sedin’s challenges. 

With a single scroll in, SalesHandy lays out the solutions to Sedin’s core challenges and integrates its product. 

This highly detailed case study covers all corners and includes the exceptional results achieved in record time. SalesHandy closes the study with a word from the character already introduced to the readers. 

SalesHandy doesn’t shy away from giving a detailed account of its process, which is crucial for highly technical products and enterprise packages that involve multiple decision-makers. 

B2B Case studies, first and foremost, should be written in a language that your ICP understands. 

Playvox is a customer service platform that helps businesses streamline business operations. 

This industry-specific case study of Sweaty Betty by Playvox addresses unique challenges within a niche industry, such as account assessment times for retail and online shops. 

The case study starts with the results it achieved for Sweaty Betty. 

The case study follows a straightforward, albeit impactful, challenges-solution-results format as we scroll down. 

But instead of listing out solutions in bullet points, Playvox uses customer voice to present the transformation that Sweaty Betty went through. 

With this formatting, Playvox doesn’t have to tout the platform’s usefulness. Sweaty Betty is doing it for them. 

4. Base Search Marketing

We promised diverse case studies, and here is a stellar B2B case study example of a single deck case study of Shine Cosmetics by Base Search Marketing.  

Base Search Marketing is a boutique link-building and SEO agency that works with startups and mid-level businesses. 

This case study, which can be reviewed as a brochure, gives you an overview of the customer and lays out the challenges that the business is facing. 

You’ll notice how the study uses the CEO’s quote to mention a pretty universal problem that most startups face: “limited resources.”

By highlighting the results in the left tab and laying out the process on the right side, this case study does a masterful job of covering all corners and telling a desirable customer success story.

Another approachable form of case study is slide decks, which you can present in boardrooms and meetings and act as a sales pitch. 

Loganix nails it with its case study deck for rankings.io. 

If you have a complicated product or service requiring an in-depth explanation, then using this format would be a great option. 

The solution, stated in simple bullet points, drives the message home.

Fewer words. Cleaner decks.

Using this methodology lets the audience walk through the case study with visuals, bullet points, and concise text. 

6. CoSchedule

CoSchedule is a SaaS leader in the social media space, and this Outcome-led Case Study proves just why it is so good at capturing the markets.

The study kicks off with a result-forward headline, piquing the interest of readers who are interested in getting similar outcomes. 

There’s much to appreciate in this succinctly written case study, but the headlines get our attention and hold it.

With every scroll, results are presented to you in the form of graphs, quotes, and visuals. 

The study ends with a quote from the customer, which repeats the outcome stated in the headline. 

Leading remote teams is a challenge that numerous teams will face moving forward. CoSchedule makes operations easy for these teams, and it doesn’t shy away from stating just how through its case study. 

7. Wizehire

Case studies have evolved from lengthy blocks of text confined to PDFs to a new digital era emphasizing impact over verbosity.

Wizehire’s succinct case study is a prime example of this shift. It uses fewer words to create a powerful impression.

From the very first page, the case study introduces us to Kris, the customer and central figure of the story. Without the need for extensive scrolling, we quickly grasp vital details about Kris: his role, employee turnover, location, and industry. 

In the second slide, we are immediately taken to the solution that Kris got by working with Wizehire. 

The case study ends with a passionate testimonial from Kris, who deeply believes in Wizehire. 

The case study has less than 300 words, enough for local entrepreneurs like Kris Morales, who want to hire talent but don’t have the resources for proper vetting and training. Until, of course, Wizehire comes along. 

8. FreshBooks

When a reader can see themselves in a case study, it takes them one step closer to wanting to try the product.

This case study by Freshbooks uses a beautiful personal story of an emerging entrepreneur. 

Using a deeply personal story, the study appeals to people who are just starting and aren’t accountants but suddenly have to deal with employee invoices and a dozen other bills. 

The text progresses in an interview-style study, with the customer taking the mic and illustrating the challenges that startups and small businesses face. 

This style works because readers crave insights directly from customers. Getting authentic testimonials is becoming increasingly challenging. Well-crafted case studies can be valuable substitutes, provided they seem realistic and from the heart. 

Featuring quotes or testimonials from satisfied customers throughout the case study adds to its credibility and authenticity. Just like this testimonial Case Study by Slack .

Slack is a giant in the realm of digital communication, with more than 20 million active users worldwide. However, it is tough to break into the market of group communications. After all, Slack competes with both WhatsApp and Microsoft Team regarding market share. 

To level the playing field, Slack features case studies from top entrepreneurs and market players who have been served well by it. 

Its case studies are laden with personal stories about how the platform boosts productivity. 

At the same time, the software also plugs in the “try for free” banner to make sure that customers are aware of the inexpensive nature of the software.

It’s not easy to get such detailed testimonies from the C-suite, but when you’re Slack, businesses tend to make an exception. 

Some case studies are based on highly niche subjects, where nothing is at the top of the funnel. Kosli nails it with this highly technical case study of Firi.

Technical case studies are designed for niche audiences who are already aware of the problems that the software can solve. Case studies like these are clean and smart and come with solutions that have a counterpart solution. 

There is absolutely no fluff and nothing that can be a reason for C-suite executives to bounce from. 

It’s full of information-packed pages designed to hook the reader in and present the tool as a formidable solution to their problem. 

You’ll notice how they weave Kosli through the entire case study, and the first-person report comes from the customer. 

B2B Case Study Examples In Short

In the B2B SaaS industry, converting new leads and securing new business has become increasingly challenging. In this landscape, impactful content assets such as case studies and customer stories are sometimes the only things moving the needle. 

Crafting a compelling customer story empowers brands to enable potential customers to engage directly .

🚀 Customer stories evoke empathy from buyers

🤝 Customer stories help build up your relationships with vocal brand advocates

⬇️ Customer stories lower your prospects’ information cost

Once you’ve determined the most effective way to convey information that resonates with your leads, you can collaborate with your content and design teams to create impactful case studies to generate new business and prove your expertise and experience in the market. 

Zeynep Avan

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The three building blocks of successful customer-experience transformations

Leading a customer-experience (CX) transformation can generate a lot of anxiety. Many leaders hesitate to even start because they are overwhelmed by the many challenges of driving change across virtually every silo in the organization. But this hesitation creates real risks for the business. The recent shifts in consumer behaviors and expectations  brought about by COVID-19 are forcing companies to change how they connect with and serve customers. Those that do not adjust to the next normal  will quickly be left behind. History clearly shows the value of investing in customer experience  during a downturn. In the last economic recession, companies that prioritized customer experience realized three times the shareholder returns  compared to the companies that did not. The time for action is now.

The good news is that there is now a proven formula for executing customer-experience transformations. It comprises specific steps across three core building blocks: a clearly defined aspiration, an agile transformation approach, and a thoughtful deployment of new capabilities, particularly advanced analytics (exhibit). By combining all three building blocks, companies can create a competitive advantage in their industry. In ten years of helping more than 900 companies design and execute enterprise-wide customer-experience programs, we have seen this approach deliver powerful results: 15 to 20 percent increases in sales conversion rates, 20 to 50 percent declines in service costs, and 10 to 20 percent improvement in customer satisfaction.

Build aspiration and purpose

The first step in a successful customer-experience transformation is to align on a crisp definition of the type of experience you want to deliver. When companies set out to define their customer-experience aspiration, they often fall into one or both of two traps: either the aspiration is generic and does not align tightly to the company’s purpose, or it’s unclear how the aspiration will create value that can be measured and tracked. Falling into either of these two traps leads to CX-transformation programs that lack clarity and coherence.

A good CX aspiration delivers on company purpose and brand promise. In alignment with their company missions, Nike seeks to deliver inspirational experiences, Starbucks looks to provide experiences that nurture, and BMW seeks to offer the ultimate driving experience. Costco doesn't try to replicate the experience its customers have at high-end retailers but instead provides a no-frills in-store experience that reflects its low-cost brand promise.

Companies then translate aspirations into expected business value by defining the specific changes in customer behavior they expect to see. If a bank were looking to deepen customer relationships, for example, this focus could be reflected in a decision to measure success by the number of customers who choose the bank for all their core banking needs. This focus on customer behavior completely changes the conversation in the C-suite. Leaders start talking about customers, not about financials. They prioritize the experiences that will lead to the expected customer behavior even as customer needs evolve over time.

Many of the best companies use quantitative research and statistical analysis to ground their decisions in facts about what customers value so they can prioritize the experiences that matter most. The most advanced companies use advanced analytics to run simulations of the expected impact of their potential investments so they can build compelling business cases for them.

Once they have prioritized the experiences with the greatest potential impact on customer behavior, CX leaders identify the internal processes and technology capabilities they need to substantially reimagine them. They consolidate the prioritized experiences and the development of the required capabilities to create a road map that identifies critical activities quarter-by-quarter. These companies typically plan their investments in 24-month increments with frequent stage-gates to validate that the expected financial impact has been realized.

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Transform the business.

While executives often successfully develop comprehensive CX-transformation road maps, many fall into the trap of implementing business-as-usual programs to execute the needed change. The most common mistake is parceling out various elements of the program to different functions. That leads to communication challenges, ownership issues, and accountability problems that sink even the most straightforward transformation aspirations.

Customer-experience initiatives at the companies that most successfully undertake them look and feel completely different. These companies create agile, cross-functional teams that have true ownership of their projects, deep technology expertise, and a culture of design thinking and continuous improvement. Prior to the pandemic, these teams could be found problem-solving around white boards in an open floorplan with glass walls, background music, and a continuous hum of activity. One innovative bank adopted a “culture of red shoes” to illustrate its innovation speed and agility, and the CEO would lose his dress shoes in favor of red sneakers when he visited the design labs. In the current environment, these teams have seamlessly transitioned to collaboration platforms to drive continuous cross-functional innovation. For companies truly committed to a CX culture, these aren’t superficial ornamentations. They reflect a significant investment in recruiting and nurturing agile teams with deep expertise in experience design, developing cutting-edge omnichannel platforms and technology, and reimagining the experiences, products, and services that best deliver on the brand promise.

To define customer personas and understand customer needs, the cross-functional agile teams leverage design thinking and advanced analytics toolkits to carry out rapid-fire quantitative and ethnographic research. They conduct cocreation workshops to develop innovative concepts and prototypes that address pain points. They use advanced analytics to identify and prioritize meaningful performance metrics such as reduced wait time to quantify the actual financial impact of changes in customer behavior as reflected, perhaps, in increased contract renewals, and to track progress. Once they have developed new products and services, these agile teams make sure they are scaled across the business, integrated into the technology platform, and continuously tested and refined across segments and geographies.

These design-driven actions are not nice-to-have items. In our 2018 research on the business value of design , we found that top-performing user-centric companies outpace their peers in terms of revenue by nearly two to one. Critically, they also rapidly iterate as they design new experiences, ensuring they prototype and test them with consumers to increase their chances of success.

Another critical element of all successful CX transformation programs  is a central team that combines ideation tools and methods, continuously conducts both generative and evaluative customer research, and brings together cross-functional experts with specific expertise, such as scrum masters, omnichannel technology architects, designers, and researchers. This central team ensures that the culture of technology-enabled innovation becomes a distinctive competitive asset that is sustained over time and across all geographies.

Enable the transformation

Leaders who have successfully implemented new experiences for their customers sustain the changes by building new capabilities. There are four that we find are most critical for success.

Customer-centric mindsets

From the C-suite to the front lines, employees must feel confident that they have the necessary skills and tools to deliver the best possible experience for customers. Leading companies develop academies that combine digital courses, live workshops, and ongoing nudges to support the development of new capabilities. Each learning journey is tailored to a specific role within the organization. For example, front-line employees receive practical tips on how to put themselves in their customers’ shoes and demonstrate empathy when engaging with customers. CX managers and innovation teams build skills around redesigning customer experiences and mobilizing cross-functional teams. Executives receive tips on how to support, accelerate, and celebrate customer-centricity within the organization—for example, by integrating design thinking into the early stages of the strategic planning process.

Integrated technology stack

In order to deliver exceptional omnichannel customer experiences, companies need a technology stack that spans the business. It often takes the form of a digital platform built around microservices and APIs to quickly and flexibly offer a variety of services to customers, an omnichannel contact-center platform with call recognition, chat, video chat, and email management, and a single system that integrates the platforms with each other. For example, a health insurer that wanted to redesign its customer-onboarding journey pursued two parallel workstreams: one that reimagined and simplified the entire enrollment process and another that rebuilt the underlying technology. The two teams, working together, were able to modernize the omnichannel platform and technology, which enabled them to transform what had been a set of disparate, paper-based, channel-specific processes into a seamless, digitally enabled omnichannel experience. In just six months, this company tripled online applications, realized 90 percent straight-through processing, and reduced back-office work by 80 percent and front-office work by 70 percent.

Agile operating model and governance structure

Innovation teams are only effective if they have the autonomy to make decisions. This means establishing agile decision-making processes and assigning formal decision rights to leaders on the team. These new processes and decision rights often require some internal negotiations but yield extraordinary results. For example, a B2B financial services firm that committed to a new agile operating model raised raised their customer satisfaction score from less than 20 to more than 50 in two years by increasing on-time responses to customer requests by 90 percent, reducing the request backlog by 40 percent, and eliminating the need for 600 employee-hours each month.

Performance-management system built on predictive analytics and machine learning

Leading organizations are now using predictive analytics, machine learning, and big data to overcome the well-known limitations of customer feedback, which often provides an incomplete and inaccurate view of actual customer experiences. At minimum, companies need management systems with sophisticated feedback loops that teach employees which behaviors yield the best results and guide innovation teams on where to focus their efforts. The best tools allow companies to accurately predict the current satisfaction and future spend of each of its customers based on their experiences. One major travel company built a capability that scored the experience of every single customer based on data such as location, loyalty member history, and recent trip experiences. It then used machine learning to predict customer satisfaction for each customer based on their individual experience. This new capability allowed the company to dramatically improve its follow-up with customers immediately after poor service experiences, increasing satisfaction by 800 percent for the most dissatisfied customers and reducing churn intent by 59 percent.

Adapting customer experience in the time of coronavirus

Bringing it all together.

The greatest sustained impact in customer experience comes from bringing together the three building blocks. Here’s how one European energy provider did just that. Faced with increasing customer expectations, fierce competitive dynamics, evolving market and regulatory pressures, and internal complexity, its leadership team responded with a comprehensive customer-experience transformation. This included reshaping both the go-to-market approach and operating model to regain a sustainable leadership position in their market.

To define its aspirations and the value it wanted from the CX transformation, the team quickly formulated clear business objectives. By quantifying and prioritizing the individual CX “value pools” in their B2C business—acquisition, service, retention, and process digitization—it developed a transformation road map for double-digit improvement in earnings before interest and taxes (EBIT) over the course of three years.

For the second building block, transforming the business, the leadership team created a cross-functional team composed of CX “ambassadors” from ten countries and a core team of designers and CX experts. They convened for two days a week in a central location and operated as a “CX factory” to consolidate customer insights, harmonize customer-journey definitions, and translate value pools and customer pain points into tangible blueprints and prototypes for optimal customer journeys. Their analysis showed that most high-impact CX levers were applicable across all countries despite differences in individual markets. The CX factory team created a fully functional microsite for home movers, took it live in the first pilot country in four weeks, and then scaled it to other countries based on its demonstrated financial impact: increased customer retention and reduced servicing costs as fewer customers called in for support during their move.

These changes were only made possible by transforming the underlying capabilities and establishing critical enablers—the third building block. The organization embraced agile principles not only in the CX factory but also across each geographical business unit—rapidly iterating and generating ideas, prototyping, and adapting minimum viable products (MVPs) based on customer feedback. To scale these capabilities, the organization conducted virtual training sessions around key skills, such as agile, design thinking, and problem solving. It codified best practices in a virtual library for use by any team member in any country. Finally, it showcased the dramatic impact of this new way of working through videos, communications, and tools shared throughout the organization.

The redesigned journeys reduced the energy provider’s personal-contact costs by more than 20 percent and customer churn by almost 15 percent, and significantly increased both customer and employee satisfaction. In fact, one-third of the full impact potential from the three-year program was realized within the first 12 months.

How to get started

Companies that aspire to become more customer-centric can use one of the following quick-start methods.

Set a bold aspiration that reflects the brand promise

A series of three to four executive workshops is often all it takes to align around a customer-centric aspiration and the associated financial performance metrics. Many companies are able to look to internal and external benchmarks in order to set a target and establish a timeline for achieving it.

Create momentum with a ‘lighthouse’ innovation team

Many companies choose to give customers and employees a sense of what success looks like by launching one or more “lighthouse” projects that show concrete results with minimal investment. Redesigned journeys can often be prioritized, designed, and prototyped in six to twelve weeks and create excitement and support for subsequent investments. The first lighthouse can then quickly be scaled up across multiple experiences until it becomes the standard model.

Build an integrated customer insights and action engine

The most forward-looking companies have created integrated data lakes and used advanced analytics and machine learning to improve the experiences of every customer. An analytics engine that enables leadership to identify the customer interventions and investment strategies with the greatest impact can be deployed in three to four months.

Customer experience is a competitive advantage in the new normal. Only by committing to the three building blocks of a CX transformation can companies expect to emerge from the crisis with a sustainable advantage over their competitors.

Victoria Bough is a partner in McKinsey’s Denver office, Ralph Breuer is a partner in the Cologne office, Nicolas Maechler is a senior partner in the Paris office, and Kelly Ungerman is a senior partner in the Dallas office.

The authors wish to thank Melissa Dalrymple, Oliver Ehrlich, Will Enger, Harald Fanderl, Alex Lapides, Pablo Leon, Divya Mittagunta, Jesus Moreno, Friederike Schultz, Rens van den Broek, Maxence Vancauwenberghe, and Hai Ye for their contributions to this article.

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How Acuity Scheduling Helps Mejuri Style Customers Across Locations

+75 calendars for new store locations

+100 store associates managing their own calendars

after switching to Acuity Scheduling Enterprise

Mejuri is a luxury jewelry company based in Canada that’s redefining how people view fine jewelry. No longer is it just an expensive gift from a significant other, but it’s a way for consumers to express their identities and celebrate themselves. While rapidly growing, Mejuri teams had to satisfy an increased demand for customer appointments across geographic regions and partnered with Acuity Sheduling’s Enterprise solution .

Mejuri needed the right scheduling partner to manage their expanded service offerings, which now include piercing appointments and both in-store and virtual styling consultations. More services meant more scheduling logistics.

“ We needed a solution that could grow with us and allow us to scale, and we felt the Enterprise solution would enable us to do that,” says Product Manager Kari Beiswanger. “It gives us a lot more flexibility with our calendars and accounts. ”

Mejuri executives knew they all needed to coordinate schedules and proactively share calendar access. Thanks to the Enterprise solution’s uncapped calendars and accounts, each location now owns a unique calendar, and employees can log in with individual accounts to manage them appropriately. This helps store managers and associates coordinate with other Mejuri locations by keeping their own store’s calendar availability updated and accessible.

“Our calendars are synced so teams can see each others’ availability,” Beiswanger explains. “We wanted to tailor calendar availability to a specific location’s hours or employee schedules, and [Acuity Scheduling] makes it possible.”

How Acuity Scheduling’s Enterprise solution supports Mejuri services

While Mejuri had previously used the standard Acuity plan to manage bookings, Beiswanger says her team needed a plan that would better support the brand’s expansion and solve the scheduling complexities that high-growth franchises often face.

“We were experiencing pain points that came along with our growth,” she says. “Trying to manage calendars across many stores often resulted in human error. Someone could accidentally change the availability for every store or add a lunch break for employees across a fleet of stores.”

Now, having the flexibility to add calendars and employee accounts as needed with the Enterprise solution means that Beiswanger’s team shares the administrative workload with their colleagues at each location. Managers can access their own store’s calendar to make updates on demand to keep their corporate counterparts informed.

Jessica Graves, senior manager of retail operations and experience, says Mejuri store managers use their Acuity calendars daily to maximize their employees’ and customers’ time. Store managers strategically schedule piercing and styling appointments in Acuity to best serve customers during peak and non-peak traffic times, optimizing service for both appointment holders and walk-in customers.

“It helps us make sure that we’re scheduling appointments at the right time to drive revenue and provide a best-in-class customer experience, and that we’re scheduling with the flow of our business,” she explains.

How Acuity Scheduling account management supports Mejuri

According to Beiswanger, one of the best perks of Acuity Scheduling’s Enterprise solution isn’t found in the platform itself—but in her relationship with Mejuri’s dedicated account manager. As a strategic thought partner in Mejuri’s scheduling growth, Beiswanger says her account manager is quick to share the workload of creative problem-solving with her team.

“She’s been an incredible partner. Being able to leverage her expertise on the platform has been very helpful,” Beiswanger explains.

Her team encountered a new scheduling challenge after adding a members-only perk to the Mejuri+ loyalty program —a complimentary birthday styling party for each member and two guests. They had to figure out how to keep birthday bookings within the program, and Beiswanger says her account manager’s guidance led them to a frictionless solution.

“She helped us troubleshoot a way to accomplish this in Acuity and ensure that this appointment type was protected,” Beiswanger explains. “It was truly a partnership in problem solving. We picked her brain about how we could implement the program without disrupting the normal booking flow for customers.”

She says having such personal support saved her team critical time researching the solution on their own as well as thoroughly testing its viability to prevent any service interruptions after launch.

“Maybe we could have figured it out on our own but not as quickly or seamlessly,” Beiswanger says. “She helped us be more agile and bring the program to life faster.”

She adds that her account manager is also a valuable resource for sharing Acuity product updates and roadmap plans.

“It feels like we’re working together as a team, which is always appreciated in a vendor,” Beiswanger says. “Having that [product] visibility helps us understand where we can unlock more value for our business.”

How Acuity Scheduling’s Enterprise solution helps Mejuri enhance the customer appointment experience

As Mejuri expanded from Canada throughout the U.S., Beiswanger says they faced a variety of compliance laws for providing piercing services in each state. Different states require providers to gather different sets of customer information, and Acuity simplifies this task with the option to customize intake forms.

“Some states require us to ask certain questions, and we can adjust the appointment intake forms based on location,” Beiswanger explains. “Customers provide as much information as possible upfront, and we don’t have to capture it in-store, which creates a more seamless appointment check-in.”

Graves adds that the benefits of customizing intake forms extend beyond fulfilling legal requirements. With custom forms, Mejuri employees can prepare for styling consultations by gathering key customer preferences before their visit, such as favorite designs, sizes, and jewelry composition metals.

“Having that information on the backend helps our stylists pull the right merchandise before an appointment and display it beautifully when the customer arrives,” Graves says. “It saves a lot of time and elevates the customer experience.”

According to Beiswanger, accessing real-time appointment analytics through the Acuity API and dashboard helps Mejuri improve service offerings and tailor them to customer preferences. Her team plans to use cancellation data to strategize how they can further improve the customer experience.

“Our goal is to better identify why customers are canceling appointments and take steps to reduce our cancellation rate,” she explains. “We previously didn’t have those granular insights on appointment details, and the more we understand about our customers the better we can serve them.”

Jewelry redefined meets scheduling redefined

Through informative analytics, personalized account management support, and calendars built to scale, Acuity Scheduling’s Enterprise solution sets up Mejuri for continued scheduling success—wherever their growth leads the business.

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