Customer Experience

Talk about a pain point—a hardworking tattoo artist couldn’t figure out why his bank account had been charged for an online software purchase—especially when the new financial software had been offered in a “try, then buy” promotion by the company’s site.

Marketing Promotion Goes Awry

Being a loyal consumer, he sent an email detailing his complaint to the company, where the Marketing Manager sat wondering about the new software’s soft sales online. The company immediately responded by refunding the customer’s charge. Still, this incident sparked greater concerns for the Marketing Manager—was their latest promotion the cause of the new software’s soft sales online?

Solution

The Marketing Manager needed answers—and found them through the Clarabridge Content Mining Platform™. By combing internal data from call center logs and emails as well as their online user forums, Clarabridge revealed that the website’s purchasing instructions were confusing to customers. It was a big issue, but thanks to Clarabridge, an easy fix.

Impact

With purchasing instructions spelled out clearly and simply on their website, the company (and a very happy Marketing Manager) saw their sales take off.

One of those purchases was by the tattoo artist, who was happy to show customer loyalty to a company that got the point.