How Feedbackly users take faster action on their customer feedback data with Cumul.io

When it comes to measuring customer experience or ‘CX’, the biggest challenge for many is not in the collection of customer feedback. It’s transforming that raw customer feedback data into usable information. With the ultimate goal to take action and create a better experience for your shoppers. In this article, we’ll discuss how Feedbackly – a customer experience platform – makes customer feedback insightful and actionable through interactive customer feedback dashboards with Cumul.io.

Company Profile: Feedbackly

Feedbackly offers the tools & software to collect, analyze and take action on customer feedback data. Their technology serves customers in a range of industries, with brands like Flying Tiger, the City of Helsinki, Merck and 7-Eleven.

With website popups, emails, SMS and in-store terminals, Feedbackly makes it easy to measure the emotions of customers across the entire customer journey. In order to measure this, they introduced an entirely new KPI to the market: the Emotional Value Index or EVI®.

They collect huge amounts of customer experience data. And evidently, it can be difficult to see the bigger picture behind all that information. For example:

  • What’s the overall customer experience like?
  • How does the customer experience compare across different locations & stores?
  • How do customer emotions impact our revenue?

To provide this high-level information to their users, Feedbackly now offers an add-on to their core platform: strategic customer feedback dashboards built with Cumul.io, fully integrated with their feedback platform’s workflows.

“When we introduced the Emotional Value Index (EVI®), we needed a quick way to build out the analytics on top of it. In addition, we needed custom white-label analytics for our customers. This led us to look for an analytics solution that would help us build out these customer-facing analytics fast.”

Kristian Stolt – Chief Customer Officer at Feedbackly

Which CX insights are their users looking for?

When it comes to customer experience, Feedbackly’s customers typically need 2 types of insights:

  • Strategic insights: used by C-level management and country/store managers to get a high-level view on the overall customer experience;
  • Tactical insights: used by support teams to drill down into specific feedback and take action on individual customers, by eCommerce teams for e-store optimization, and marketing teams for lead gen surveys;

Besides the tactical insights that were already available in Feedbackly’s home-built reporting module, they needed a way to make these strategic insights easily & quickly available to their users. That’s where Cumul.io offered the most benefit for them:

“We chose Cumul.io because its offering is designed to be embedded into existing software. This gave us the option to further expand our own analytics offering inside our product, and to keep doing so in the future.”

Kristian Stolt – Chief Customer Officer at Feedbackly

Customer feedback dashboard visualizing shopper emotions
Feedbackly users wanted additional insights on top of these tactical reports in Feedbackly

Customer feedback dashboard with overview
Example of an add-on dashboard with high-level insights, offered to their customers

How to present these insights visually with customer feedback dashboards in Feedbackly?

In order to present these insights visually to their end-users, Feedbackly had a number of requirements for their customer feedback dashboards that needed to be fulfilled:

  1. Different stakeholders in the organization need different views on the data
  2. Customers need real-time reporting
  3. Customer feedback data needs to be connected to other business information (e.g. revenue, average basket size,…)
  4. The insights need to be presented in an actionable way

As a result, they built a reporting module in Cumul.io that answered all of these requirements:

  1. Personalized: with the easy-to-use drag & drop editor, Feedbackly easily creates different dashboards for each stakeholders with very little time and effort needed.
  2. Real-time: by directly connecting the Feedbackly API to Cumul.io, feedback data from their platform is loaded in the dashboards in real-time.
  3. Connected: Feedbackly offers a full view on the customer’s emotions and how they influence e.g. average sales basket size to show the impact of CX on the bottom line.
  4. Actionable: by leveraging dashboard alerts and adding benchmarking information, Feedbackly users immediately take action on their customer experiences.

Cumul.io is the perfect add-on service for our customers that don’t have BI or reporting tools of their own and want to further analyze their customer experience data. We already had an existing analytics layer in our platform, but for some cases our customers demanded more flexibility. Cumul.io provides that flexibility and the customization options to build out custom analytics dashboards very fast.”

Kristian Stolt – Chief Customer Officer at Feedbackly

If you’d like to learn more on this topic, this webinar outlines the best practices to visualize your CX data. It’s a great resource for specific examples of customer feedback dashboards too!

Offer different dashboard versions depending on who's logged in in your customer experience platform
What a country manager would see (high-level overview)

Offer different dashboard versions depending on who's logged in in your customer experience platform
What a store manager would see (granular information)

How Feedbackly beats competitors with superior analytical capabilities

Feedbackly is a true pioneer in customer experience measurement. They introduced the Emotional Value Index (EVI ®), which is a metric to measure the emotions of your shoppers. This is truly innovative in their market, since it does away with some of the limitations of other metrics. For example, NPS only measures post-purchase experiences. And CSAT only measures ‘satisfaction’ and thus limits the impact of measuring other emotions.

With Cumul.io to visualize these shopper emotions data, Feedbackly now makes an even stronger claim on their dominant analytical power. Moreover, the interactive & visual power of Cumul.io makes CX insights more accessible across the entire organization of their users. It’s no longer limited to support teams or CX managers to take action upon their customers’ emotions. Anyone in an organization can now understand better how CX impacts the bottom-line of their company. These insights make a strong mark on their customers, as it enables them to drive operational excellence.

“The main added value for our users has been the displaying of buyer emotion data in a white-labeled way. Our customers now have the results readily available in their day-to-day operations.”

Kristian Stolt – Chief Customer Officer at Feedbackly

In short, embedded analytics helps SaaS companies like Feedbackly to:

  • Be superior to their competitors, with better analytical power;
  • Generate new revenue through an add-on offering;
  • Give their users more value when working with their platform;
  • Increase customer loyalty, and a mark on the entire organization beyond the CX team;

Want to give your analytical offering a boost? Request a demo with one of our experts today, and make your SaaS platform more competitive with embedded analytics.

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