Building a State-of-the-art Client Experience with Medallia

Viajes El Corte Inglés

Viajes El Corte Inglés is the leading travel agency in Spain. Every year, thousands and thousands of travelers contract their services, and learning about the experience of each one of them in order to provide excellence is a complex process.

As a platform, Medallia allows the customer service team to obtain a holistic overview of the user experience in real time so that the company can adapt their processes in order to maximize Customer Lifetime Value (CLV) and reduce operating costs.

Viajes El Corte Inglés also opted to implement Text Analytics. Medallia Text Analytics uses machine and human learning to automatically analyze the text-based comments from customers and understand what is most important to each one of them and what can be done about it.

Additionally, the platform distributes and organizes information on dashboards that adapt to each organization's profile, without the need for filters. In this way, the members of the Viajes El Corte Inglés team can access those insights that are useful in relation to their job, team and department and this allows for optimized decision making.

As Services Partner of the Medallia, in just five weeks and with very tight timelines, we broke the record for implantation in the region which includes Europe, the Middle East and Africa.

Through an analysis of hundreds of thousands of survey records, we were able to collect fundamental data to understand the evolution of the main 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 the open-ended customer comments, where each comment is mapped with predefined topics related to the retail vertical. This allows us to detect opportunities in emerging issues previously unknown.

The next challenge is to integrate the 'Close the Loop' process through alerts for feedback items that have the most impact on key organizational indicators. These alerts would be sent to the individuals responsible for each of the relevant areas.

Para más información sobre Customer Experience, escucha este episodio del podcast de Carlos Iglesias, CEO de Runroom: E035 - Customer Experience en Generali, con Guillermo Calderón

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