Parts Town x Red Pepper x Qualtrics
Parts Town x Red Pepper x Qualtrics
Most enterprises have more customer feedback than they know what to do with — and far fewer have a way to connect it across the systems where it lives. Parts Town set out to close that gap by bringing customer experience, employee experience, and research onto a single platform.
60,000+
customer responses captured annually
11
CX listening programs now live across the customer journey, up from fewer than 5
70-80%
faster CX reporting, cutting the cycle from weeks to days
Building the foundation for more connected customer feedback
Parts Town, the global leader in high-tech distribution of mission-critical Original Equipment Manufacturer (OEM) replacement parts and services for the foodservice, residential appliance, and HVAC industries, built a thriving B2B business serving hundreds of thousands of customers worldwide. Customer Experience, HR, Marketing, and Digital teams were each collecting valuable feedback and insights tailored to their unique goals. As those programs expanded alongside the business, Parts Town saw an opportunity to bring them together through a shared infrastructure and reporting framework, enabling greater visibility across teams, faster action on feedback, and more consistent outcomes at scale.
Parts Town recognized an opportunity to create stronger connections between customer, employee, and operational insights. The company envisioned Qualtrics as a single source of truth for CX, EX, and research — one that could provide greater visibility across teams, accelerate action on feedback, and help leaders make more informed decisions. To bring that vision to life, Parts Town sought a partner with deep integration expertise and a proven ability to scale enterprise feedback programs.
Connecting feedback to fulfillment with a unified XM platform
They partnered with Red Pepper Software and Qualtrics to architect a tri-suite XM ecosystem — connecting Salesforce, Qlik, and Dayforce into a more integrated feedback infrastructure. Red Pepper led the technical integration and advisory work that translated Qualtrics capability into a functioning, cross-functional listening system: automated lifecycle survey triggers from the HRIS, Salesforce-driven detractor workflows that turn 1–2 star ratings into service recovery cases, and Text iQ correlation analysis that revealed a 25% relationship between fulfillment-related feedback and CSAT swings. The team has since matured from platform implementation to ongoing XM program governance, with a dedicated Advisory Program Manager guiding future-state journey design.
Parts Town team members have always collected Voice of the Customer feedback in powerful ways. What changed was our ability to consolidate and structure that feedback in a connected experience ecosystem. Red Pepper’s technical account team helped us accelerate that work, serving as an extension of our team and helping translate our vision into scalable Qualtrics solutions. Together, we moved from isolated reporting exercises to a more strategic capability that supports prioritization, accountability, and faster decision-making across teams.
Patti Williams
Senior Director, Customer Insights & Success
Parts Town
About Parts Town
Parts Town is the leading, technology innovation-driven hi-tech distributor of genuine OEM (original equipment manufacturer) foodservice, residential appliance and HVAC equipment repair parts. When there’s a hiccup with any piece of equipment, Parts Town is ready to jump in and help with the most in-stock parts on the planet, innovative technology, and an unmatched customer experience.
By partnering with the top manufacturers of foodservice, residential appliance and HVAC replacement parts, Parts Town improves the supply chain, increases sales of genuine OEM parts and keeps every customer’s business running like clockwork.
Industry
Logistics and Supply Chain Organization Size
Large
Region
Global