CASE STUDY
Building a Next-Generation Customer Experience with Medallia
Areas
Monitorización y reporting. Análisis cuantitativo y cualitativo. Behavioral insights. Behaviour Tracking. Análisis de rutas de conversión. Strategic alignment. Orientación a outcomes e impacto
Building a strong relationship with the consumer and listening to what they have to say is essential in the post-digital era. What has been their experience at each touchpoint? What are their preferences? Only with this information can the brand react in time to optimize and personalize the user experience. For Viajes El Corte Inglés, the challenge was to find a platform that would allow them to understand and predict customer behavior, and Medallia was the answer.
Viajes El Corte Inglés is the leading travel agency in Spain. Every year, thousands upon thousands of travelers use their services, and understanding each of their experiences to offer excellence is a complex process.
As a platform, Medallia allows the customer service team to obtain a holistic and real-time snapshot of the user experience, enabling the company to adapt its processes to maximize Customer Lifetime Value (CLV) and reduce operational costs.
“Las compañías se enfrentan a desafíos cada vez más complejos en la mejora de la experiencia de clientes: cambios de contexto, nuevas tecnologías, journeys omnichannel, intereses diferentes de los clientes... Ante este escenario, Medallia es el aliado esencial para gestionar estas experiencias y mantener los datos actualizados y alineados con los objetivos de negocio. Beatriz Cardona, Digital Consultancy and Business Developer, Runroom”
Viajes El Corte Inglés also opted to implement Text Analytics. Medallia Text Analytics uses machine and human learning to automatically analyze customer textual comments and understand what is most important to each of them and what can be done about it.
On the other hand, the platform disseminates and organizes information into dashboards tailored to each profile within the organization, without the need for filters. This way, the Viajes El Corte Inglés team accesses those insights that are useful in relation to their role, team, and department, allowing for optimized decision-making.
Through an analysis of the historical data from hundreds of thousands of surveys, we were able to gather fundamental data to understand the evolution of key indicators.
We analyzed structured feedback, which is based on specific KPIs of satisfaction with the brand and with the product and service drivers provided; and unstructured feedback, through free customer comments, where each comment is mapped with predefined topics related to the retail vertical, allowing for the detection of opportunities in emerging themes previously unknown.
The next challenge is to integrate the ‘Close the Loop’ process through alerts to the heads of each area about the feedbacks that have the most impact on the organization's key indicators.
As a Services Partner of Medallia, in just five weeks and with very tight deadlines, we broke the implementation record in the region covering Europe, the Middle East, and Africa.
“Desde el primer día Runroom demostró profesionalidad y cercanía. La primera implementación conjunta solamente ha confirmado las impresiones, y estamos orgullosos de contar con un partner de este nivel. Veo este partnership como uno de los más importantes para el crecimiento que Medallia está previendo en Iberia. Luis Miguel Alcedo, Director Regional, Medallia”
For more information on Customer Experience, listen to this episode of the podcast by Carlos Iglesias, CEO of Runroom: E035 - Customer Experience at Generali, with Guillermo Calderón
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