SmartBuyGlasses Boosts NPS & Enhances Customer Experience with Zonka Feedback

Managing customer feedback across continents, languages, and touchpoints is no easy feat, even for industry leaders. For SmartBuyGlasses, one of the world’s largest designer eyewear e-commerce companies, this challenge was amplified by their vast global footprint. Founded in 2006, SmartBuyGlasses has established a leadership position in over 30 countries across Asia Pacific, Europe, Africa, and the Americas. Their extensive range of eyeglasses, sunglasses, and contact lenses is offered at accessible prices to meet their mission: helping people see and be healthy, regardless of their budget.

This mission is powered by an integrated supply chain, close partnerships with top eyewear distributors, technological innovation, and in-house opticians—all with a customer-first approach. Yet, as their operations scaled globally, so did the complexity of gathering and managing customer feedback effectively.

Rafael Vazquez, Head of Customer Service at SmartBuyGlasses, knew that customer feedback was pivotal to improving their Net Promoter Score (NPS) and delivering an exceptional shopping experience. However, their existing feedback tool struggled to meet the demands of their growing, multilingual operations, leading to key challenges:

• 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 different product categories like prescription glasses and sunglasses added complexity, making it challenging to streamline efforts and focus on actionable improvements.
• 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.

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.

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.

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.

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 Net Promoter Score. 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.

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. 

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, a 30% increase, with their prescription glasses category having an even more impressive increase.

While discussing the impact Zonka Feedback brought on their customer experience efforts, Rafael Vazquez reflected on the impact:

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!