Sur La Table Optimizes the Customer Journey Across Every Touchpoint with Verint Web & Mobile*
Results
Supports listening, analyzing, and acting on customer feedback across channels.
Provides insights to optimize the rollout of new omnichannel sales channels.
Enables detection and prioritization of issues by scale and impact.
About Sur La Table
Sur La Table started with a simple idea: Make good food. Share it. Do it often. The company opened its doors in Seattle’s Pike Place Market in 1972, partnering with the world’s best chefs and kitchen brands to bring customers trusted tools to make delicious memories.
Opportunity
Sur La Table’s resident chefs teach 60,000 cooking classes a year to more than 700,000 people in both its kitchens and online. The company is a resource for cooks of all levels, with stores across the U.S., many local cooking schools, and a robust ecommerce site.
Rachel Frederick is Vice President and General Manager of the Digital Business for Sur La Table. In this role, she has digital marketing, analytics, ecommerce, CRM, loyalty, operations, and fraud all under her purview. Not surprisingly, critical to Frederick’s role is understanding the Sur La Table customer experience through an omnichannel lens, with customer lifetime value serving as her ultimate metric.
Solution
As is often the case with retailers, Sur La Table has an incredible amount of data from customers shopping in its stores, online, and/or attending its cooking classes. In recent years, the company has expanded its omnichannel offerings, including same-day delivery, to keep pace with rising customer expectations.
The process of listening to and understanding the voice of the customer is vital to Sur La Table’s resolve to capitalize on opportunities for growth and profitability by ensuring high levels of customer satisfaction. To drive and manage the process, Sur La Table leverages Verint® Web & Mobile™*. Part of Verint Open Platform, the best-of-breed Verint Voice of the Customer solution enables Frederick and her team to unite data across the customer journey and, subsequently, finetune its offerings to improve the customer experience.
“We are collecting and reading data in real time throughout the day to provide a lens into our omnichannel customer experience,” explains Frederick. “Everyone on my team is encouraged and empowered to read the data, understand the data, and ask questions. Everyone has ownership and accountability of the data.”
Further, Frederick notes that virtually every area within Sur La Table’s organization comes to her team with a data request. Empowered by Verint Web & Mobile, which helps drive CX automation via the collection, integration, analysis, and actioning of digital feedback, the team is viewed as a trustworthy resource across the business.
*At the time of purchase the solution was known as Verint Digital Feedback™, which is now part of Verint Web & Mobile Experience Management.
“With Verint [Web & Mobile], we are like a Swiss Army Knife when it comes to the business. We are making sure every issue is sized and prioritized correctly to get the right resolution in place as quickly as possible.”
Benefits
With customer feedback from Verint Web & Mobile, Sur La Table is improving the user experience, streamlining customer effort, and driving higher engagement and conversions. In particular, the Verint solution has been critical to optimizing both new and existing offerings.
As an early adopter of Amazon Today, offering same-day delivery and order fulfilment for customers within 13 miles of a store, and Walmart GoLocal, Sur La Table uses customer feedback to better leverage these strategic customer acquisition channels, where 50 percent of users are net-new customers. The proximity to a store, or “halo effect,” is extremely valuable for geographically desirable customers, as Sur La Table consumers who shop in-store buy more and return less.
Customer feedback also helps the company shape its cooking classes (experiential retail), as its culinary offerings are a key growth driver for the company.
“With Verint [Web & Mobile], we are like a Swiss Army Knife when it comes to the business,” says Frederick. “If there is a complex problem that needs to be solved, I guarantee you that 70 percent of my team is involved in that conversation because we have such a well-rounded understanding of our business.”
Beyond optimizing offerings, Verint Web & Mobile enables Sur La Table to quickly detect and fix sources of struggle, friction, and broken processes. In turn, it can enhance operational and process efficiency with an eye on the consistent delivery of an effective and rewarding customer experience.
“We are making sure every issue is sized and prioritized correctly,” Frederick concludes. “Most important, we are getting the right resolution in place as quickly as possible.”
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