OTTO Builds an Agile, Customer-Centric E-Commerce Platform with Verint Voice of the Customer

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.