Leading Global Logistics Firm Gains 89% Increase in Speed to Insight
One of the biggest names in global logistics and delivery reduced manual analysis by 93%, generated 'unknown' insights to improve operations and reduced speed to insight from weeks to days using Emotion AI.
This firm partners with some of the world’s best-known companies to ensure that their logistic operations go as smoothly as possible. Whether this is delivering a product to an individual customer, or moving vast quantities of stock around the world, their B2B and human interactions need to be fine tuned to keep it all ticking over.
Challenge
With a network and customer base spreading to all corners of the globe, the company needs to be constantly gathering data. Their ‘Voice of the Customer’ programme focuses primarily on their B2B supply chain clients and seeks to put their perspective and feedback at the core of their strategy.
The logistics and courier company understand the importance of CX, the knock-on effects it has to a business’s bottom line and the consequences for all parties involved. If a customer is having a bad time with their deliveries or transit, it’s a bad look for both businesses in the public eye and on the balance sheets.
They needed to keep gathering data from their customers in order to keep CX as smooth as their delivery network. However, traditional methods weren’t yielding the returns to make lasting change.
They weren’t giving an actual voice to the customer.
The data was operating over a large number of accounts but only from a small subsection of people. We needed good response rates and constant follow-up with each customer in order to even start building improvement plans.
By simply reaching out to their customers and gathering qualitative data from select people around the businesses, the logistics company was only getting part of the story.
What’s worse is that this incomplete data was soaking up too many hours of manual work and required too much effort to realistically provide much return on investment.
We were using a survey supplier and getting lots of responses from our customers but that needed manual work to sift through.
While their traditional methods of gathering customer information did yield a large amount of text-based data, sifting through it took a lot of time and was subject to human error.
Thankfully, unstructured text is where Adoreboard really shines.
Solution
Realising that if they really wanted to gauge the Voice of the Customer, they had to accept that ‘voice’ meant more than words. It meant emotion, subtext, and an honesty that doesn’t necessarily come from being asked outright. And it meant more than listening to their direct B2B supply chain clients.
They began monitoring and analysing data from multiple channels, right down to social media comments from anonymous end users and analysing huge amounts of unstructured data for insights.
Being able to use a platform like Adoreboard saves us so much time by automatically analysing text data. It immediately provides the analysis and visuals to bring it to life and give us a platform to build on.
The process of analysing their customer feedback in a simple, consistent manner was invaluable when feeding back into CX plans, along with business development and renewal strategies.
We use social data combined with existing CX research to support our Business Development teams in addition to renewal plans with existing customers.
The predictive insights they gathered also demonstrated value to their existing supply chain customers.
In the Summer of 2022 when most of the UK’s airports were in chaos, the logistics company used these insights to come to the aid of their various airline clients, for whom they worked in a baggage handling capacity, to try and tackle the increasing number of complaints flying in (pun intended).
You can look at the volume of tweets per day referencing our clients and the platform organises them into themes, allocating them an emotional strength to pinpoint why their customers are angry or upset.
There were a lot of people complaining about the queues outside airports alongside inquiries around earlier check-ins (as a precaution).
The team predicted that by addressing these concerns around early check-ins, their clients would see a drastic improvement to customer experience and a reduction in angry customer service calls.
Off the back of these insights, several airlines implemented ‘Twilight Drop-off’ systems so passengers could drop their bags and stay on-site at a hotel to assuage check-in concerns.
Sure enough, all airlines involved saw a demonstrable reduction in complaints and smoother check-in procedures moving forward.
Many “wins” for all involved.
Why partner with Adoreboard?
Adoreboard offers a new ability to produce more impactful, actionable insights from feedback and create a scalable solution to issues identified.
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