1-800-CONTACTS is the world’s largest contact lens retailer. When they started using Qualtrics their customer feedback program had been in place for several years, but prior to Qualtrics, they didn’t have a way to close the loop and respond to customers’ concerns. While in the process of updating their customer experience strategy, the company’s leaders decided to pay closer attention to what their 8 million customers were saying in their Voice of the Customer (VoC) program.
In just one example, the contact lens company used Qualtrics to add a simple open - ended question to the end of their customer experience survey: “Is there anything we can do to make your experience better?” As you can imagine, the usual requests came in — easier website navigation, different shipping options, etc. — but from time to time they received comments from a customer asking for something completely unexpected.
One customer wrote in saying, “I could really use a pizza right now.” They thought, “Why not?” 1-800-CONTACTS was able to quickly flag the response and have a pizza delivered within the hour, creating a memorable experience and earning them a customer for life. Another said, “I could use a sugar daddy to pay for my contact lenses.” They sent a box of sugar daddy candy instead and the customer loved it. Another mentioned their child was having surgery and, while they didn’t ask for anything, 1-800-CONTACTS sent a comfort blanket. On top of granting these unexpected wishes, the company also started a thank you note initiative, sending 10,000 handwritten thank you notes to customers each week, many coming from executives.
Qualtrics allowed 1-800-CONTACTS to take a truly revolutionary approach to the customer experience and made it easy for them to deliver satisfaction. Since revamping their customer experience program, 1-800-CONTACTS has seen a 3.8 percent increase in product reorders, which translates to more than $135,000 in additional monthly revenue. Their Net Promoter Score has also surged 13 points. Those numbers just show what a little extra customer focus and pizza can do.