Verint Voice of the Customer
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OTTO Builds an Agile, Customer-Centric E-Commerce Platform with Verint Voice of the Customer
Verint Voice of the Customer (VOC) solutions enable OTTO to go beyond traditional survey management.
Results
Delivered regular insightful customer satisfaction monitoring and reporting.
Used surveys for iterative prototype development.
Accompanied A/B tests with surveys to obtain additional qualitative analyses on new online shop and app features.
About OTTO
Competition for customers in Germany’s online retail space is unrelenting and unpredictable. OTTO, one of Germany’s largest e-commerce retailers, partnered with Verint to meet the changing needs of its customers with the help of Verint’s online and in-app survey management solutions. Now, OTTO doesn’t just do surveys: it acts on the customer feedback to build a customer-centric strategy.
Verint Voice of the Customer (VOC) solutions enable OTTO to go beyond traditional survey management. Through dynamic customer segmentation, OTTO guarantees a higher rate of response/completion to a higher standard. This enables deeper analysis and actionable data-driven decisions to be made in real time.
Opportunity
Understand and engage with customer feedback
OTTO is one of the largest e-commerce retailers in Germany, with sales of €7 billion, 12.5 million active customers, and more than 6,200 partners.
Founded as a mail-order company in 1949 with just three employees, the company has gone from strength to strength and consistently looks to the future. Previous innovations included becoming one of the first mail-order companies in Germany to have a website with a large range of products. Today, their e-commerce platform and app drive the company’s growth. OTTO’s current range includes more than 18 million products, of which around 35 are ordered every second.
“We want to maintain our leading position in online retail. That’s why the focus is on recognizing and fulfilling our customers’ needs. Analyzing the customer journey alone is not enough. That’s why we have developed a strategy to carry out fine-grained, event-controlled surveys for specific target groups,” explains Christina Terenkoff, Senior UX Manager, OTTO.
Decisions powered by customer voices
With Verint VOC solutions, OTTO wanted to support the further development of the e-commerce platform to make decisions based not only on tracking data, but also on user feedback. The goals were:
- Assess new features on the website or app from the customer’s perspective, such as information on inventory.
- Provide data and analysis for feature development decisions.
- Determine weaknesses and pain points in customer journeys and classify the priority with which they need to be remedied(or example, reasons for order cancellations).
- Ensure long-term customer satisfaction with the website and the app.
Solution
Listen, analyze, and act with Verint Voice of the Customer solutions
OTTO is the first Verint customer worldwide to use Verint Digital Journey Studio, (previously known as Verint Unified WebSDK). Together, in partnership with Verint, OTTO adapted the Verint solutions to its own security requirements and the UX design of the website and app. This way, surveys are seamlessly integrated into the use of the website or app without having to access an external link. OTTO has also:
- Delivered insights in real time: OTTO, in partnership with Verint, developed adaptive triggers for the event-controlled survey. This enables surveys to be played out in a very targeted manner (for example based on length of stay in combination with certain pages viewed, participation of a defined A/B test, scroll depth, struggle event, score detected, or interaction with elements on a page). This way, OTTO can efficiently address only those customers who belong to the survey target group.
- Fostered internal collaboration: OTTO has united a large team from different areas of the company that work directly with the survey tool. They act creatively and diversely, using the tool’s various functionalities flexibly according to their interests, research questions and requirements. On average, 2-3 new surveys go live every week.
“Verint is helping OTTO listen and engage across its e-commerce platform. This allows the business to spot early warning signals, prevent lost sales, and increase customer conversions.”
Benefits: Driving higher conversions and engagement
The surveys quickly reveal faulty processes and functions that could be corrected by the web and app development team. This includes, for example, search queries that lead to unspecific results. By focusing on completed surveys with negative reviews, the root cause can be quickly identified, quantified, and prioritized.
Using 10 long-term surveys (“monitorings”), the team measures changes in individual parameters in customer satisfaction and perception. In this case, information is provided monthly or, for example, once a quarter in the so-called “failure monitor”, in a report about how a goal was achieved depending on the intent and touchpoint and what problems the customers are having. This type of evaluation helps the entire product management team capture customer feedback and drive actions to resolve customer issues.
OTTO uses surveys to determine which new features customers want or how they rate prototypes (“fake doors”). In this way, the company can continuously and very specifically develop and optimize its e-commerce platform.
OTTO tests new features or A/B tests online with surveys. The results round off the technical analysis from the A/B test tool and offer subjective customer reviews. They help ensure that correct conclusions are drawn from the customer’s perspective. The survey data in conjunction with the web tracking data are the basis for OTTO to receive a targeted, comprehensive assessment of new functions in the online shop and in the app.
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