Wagner is a global Home Improvement brand supplying various decorating power tools with a major focus on paint sprayers.
Wagner faced high return rates due to the liberal return policies of retailer partners and e-commerce platforms. The brand was in a dilemma as less than 0.1% of these returned items were defective. The invisible reasons for the return of 99.9% made decision-making and improvements to the customer experience challenging.
Wagner has a large number of SKUs, with multiple variants for retail and commercial customers. New models are launched very often by the brand and competitors. Wagner is passionate about the customer experience and continually looks for solutions to raise its Net Promotor Score.
Wagner was already on a journey to improve the customer experience, but it was a slow, methodical process. Before discovering Clootrack, Wagner relied on combining online reviews, NPS data, and expensive consumer surveys to get feedback from customers. Challenges arose in aggregating customer feedback across all regions from various touch points at scale. The data, even if managed to collect, was vast, noisy, and unstructured, making manual efforts time-consuming and text analytics tools error-prone. Establishing a reliable and cost-effective process was difficult, complicating stakeholder buy-in for data-driven decisions. Ultimately, customer support and product improvements were slow to be implemented.
Clootrack aggregated customer conversations from various sources, including the brand’s website, e-commerce sites, NPS data, and return data, covering diverse regions. Using its patented methodology, Clootrack performed unbiased data analysis to generate actionable insights without human intervention. These insights were presented as easy-to-consume metrics, helping Wagner prioritize actions regularly. Additionally, AskClootrack, the platform’s co-pilot, assisted stakeholders in validating hypotheses and creating data-driven action plans.
Clootrack data is now included in every customer experience and product development team meeting, marketing and customer service use it for insights on how to provide better support and create pro-active content. Easy to understand and more comprehensive data meant that Wagner was able to identify key areas of improvement for the products, marketing, and customer service team to act upon.
As a result, Wagner has accelerated the improvement of the customer experience and further reduction of returns to retail partners. Clootrack insights resulted in following actions at rapid speed driven by consumer behavior visibility and fast stakeholder alignment.
Rapid iteration and launch of more relevant DIY self-help material in digital format used on the Wagner website, mobile site, and Wagner products.
Covering the correct details on the e-commerce product detail page, ensuring expectations are set in the right way.
More initiatives are undertaken every month with a complete alignment of stakeholders.
Faster product upgrades to enhance the user experience.
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