Online Retail

SmartBuyGlasses Boosts NPS & Enhances Customer Experience with Zonka Feedback

SmartBuyGlasses faced major challenges using SurveyMonkey: low response rates, difficulty managing multilingual surveys, and tracking NPS for different product lines. By switching to Zonka Feedback, they streamlined survey management, automated feedback processing, and boosted their NPS from 30 to 55, improving customer experiences globally.

Migrated From: SurveyMonkey

IntroductionDifficulty Managing Multilingual Surveys & Tracking NPS in SurveyMonkey

Managing customer feedback across different continents, languages, and touchpoints is quite a challenge, even for a global player like SmartBuyGlasses. Founded in 2006, SmartBuyGlasses has grown into a leading online eyewear retailer with operations across Germany, Italy, Shanghai, Hong Kong, and the USA. Their mission? To make quality eyewear accessible to everyone while delivering a seamless, affordable shopping experience.

As they expanded, SmartBuyGlasses quickly realized their existing feedback tool, SurveyMonkey, wasn't keeping up very well with their growing global operations. Rafael, Head of Customer Service, knew that customer feedback was crucial to improving their Net Promoter Score (NPS) and overall experience. But SurveyMonkey presented a few challenges that were becoming hard to ignore:

Multilingual Survey Complexity: Creating multiple versions of surveys for different languages became a time-consuming and inefficient process.
Difficulty Tracking & Improving NPS: Managing separate NPS scores for prescription glasses and sunglasses added complexity, especially with their focus on improving the initially low prescription glasses NPS.
Low Response Rates: Making impactful changes was challenging with a low response rate, as it limited the volume of feedback they collected to fully understand customer experiences and areas for improvement.
Manual Feedback Analysis: Sorting and categorizing feedback manually took up valuable time, delaying their ability to respond quickly to customer needs.

Faced with these limitations, SmartBuyGlasses started looking for a solution that could help streamline their operations and offer a better way to gather and act on feedback.

“We were running into issues—especially with multilingual surveys. We needed a system that could handle everything more efficiently and help us focus on what mattered: improving the customer experience,” Rafael shared.

That’s when they discovered Zonka Feedback!

Over the years of partnering with Zonka Feedback, SmartBuyGlasses has found a solution that not only addressed their challenges but also enhanced their overall approach to customer feedback. From simplifying multilingual surveys to integrating feedback seamlessly with their customer service platform, Zonka Feedback has become an essential part of their feedback process, allowing them to efficiently gather insights and take action in real-time.

Solution/ImplementationTransforming Feedback Collection with Zonka Feedback's Global Solution

The decision to switch to Zonka Feedback wasn’t just about finding a better custom feedback tool—it was about transforming how SmartBuyGlasses collected, managed, and acted on feedback across its global operations. With Zonka Feedback, the team could finally align their feedback process with their customer service goals, ensuring that feedback wasn’t just collected but used to drive improvements at every touchpoint.

1. Simplifying Multilingual Surveys

One of the biggest pain points for SmartBuyGlasses was managing surveys in multiple languages for their diverse customer base. Prior to Zonka Feedback, they had to create separate surveys for each language, which was time-consuming and inefficient. With Zonka Feedback’s built-in multilingual capabilities, this process became significantly easier. They were now able to deploy a single survey across different regions, with automatic translations ensuring consistency and accuracy across languages.

Rafael shared, “We are able to unify our survey process, which saves us a lot of time. It’s no longer about managing several versions of the same survey—everything flows seamlessly now."

2. Automated Feedback Processing

To ensure no negative feedback was overlooked, SmartBuyGlasses also leveraged Zonka Feedback’s automation features. By setting up automated workflows, critical feedback was instantly routed to the relevant teams for immediate attention. This automation meant that any urgent customer concerns were flagged and addressed without delay, streamlining the follow-up process.

3. Boosting Engagement with Email Surveys

To tackle their challenge of low survey response rates, SmartBuyGlasses used Zonka Feedback’s email surveys with the first question embedded directly in the email.

“We knew we had to make it easier for customers to provide feedback, and embedding the first question in the email was a smart way to do that,” Rafael added.

This small yet impactful change increased engagement, as customers could respond to the first question without needing to click through to an external survey.

4. Enhanced NPS Tracking and Reporting

A key focus for SmartBuyGlasses was improving their NPS, particularly for the prescription glasses segment. Zonka Feedback's advanced reporting and analytics allowed them to track NPS scores separately for prescription glasses and sunglasses, providing detailed insights into each product line's performance. With customizable NPS dashboards, SmartBuyGlasses could monitor customer sentiment in real-time and drill down into specific feedback.

“Our goal was to focus on prescription glasses, where the NPS was lower. Zonka Feedback gave us the detailed tracking and reporting we needed to identify and address specific issues quickly,” Rafael shared.

The platform’s ability to generate segmented reports helped SmartBuyGlasses prioritize improvements where they were needed most.

5. Real-Time Feedback and Google Sheets Integration

Lastly, SmartBuyGlasses enhanced their feedback management by integrating Zonka Feedback with Google Sheets, ensuring real-time access to detractors' comments and customer insights. This integration enabled the team to track feedback trends, monitor NPS scores, and take immediate action when necessary. The customer service team could follow up with detractors instantly, effectively closing the feedback loop and improving customer satisfaction.

Result/ImpactBoosting NPS with Efficient Feedback Management

The results of implementing Zonka Feedback were immediate and clear, helping SmartBuyGlasses enhance their overall feedback strategy and take a more proactive approach to customer experience management. These included:

Increased Survey Response Rates: By integrating Zonka Feedback’s email surveys with embedded questions, SmartBuyGlasses doubled their response rate, increasing from an initial 4-5% to the current 8-10%.
Faster Feedback Processing: The integration of real-time data through Google Sheets streamlined feedback collection, reducing delays in feedback handling, enabling them to close the feedback loop more efficiently.
NPS Improvement: SmartBuyGlasses saw a significant boost in their overall NPS score, rising from 30 to 55, with their prescription glasses category reaching an impressive NPS of 63.

While discussing the impact Zonka Feedback brought on their customer experience efforts, Claire Capuano, Digital Marketing Specialist at SmartBuyGlasses reflected on the impact:

"Zonka Feedback has been a game changer for us. We’ve managed to increase our NPS from 30 to 55, which is a huge achievement for us. With the flexibility to customize our surveys and make real-time changes, we’re able to keep a pulse on what our customers think and ensure we’re making improvements where it's needed"

In addition to above mentioned improvements, SmartBuyGlasses experienced a transformation in how they approached customer satisfaction. Zonka Feedback's ability to tie customer feedback directly to support tickets enabled the team to dig deeper into customer concerns, addressing root causes more effectively. The shift towards customer-first mindset meant that feedback became a driving force behind decision-making, influencing project prioritization and customer service improvements.

Looking ahead, SmartBuyGlasses is all set to explore advanced features of Zonka Feedback such as AI auto-tagging and sentiment analysis, which would further enhance their ability to categorize feedback more efficiently, gain deeper insights into customer emotions, and make more data-driven decisions to improve the overall customer experience even further.

Interested in transforming the way you manage customer feedback, just like SmartBuyGlasses? Explore how Zonka Feedback can help you streamline feedback collection, enhance customer satisfaction, and drive actionable insights. Start your 14-day free trial or schedule a demo today!