Benefit Cosmetics Applies Medallia to Increase “Glam Factor”
Medallia Experience Cloud™ enables luxury cosmetics brand to better understand the customer experience in retail stores
SAN MATEO, Calif., June 27, 2017 — Medallia, Inc. (www.medallia.com) today announced that it provides software to enable Benefit Cosmetics to implement a fun and impactful customer experience program that measures the sentiment of its highly valued consumers. Benefit Cosmetics, a global luxury brand offering cosmetics products and eyebrow services in its popular Brow Bars, uses Medallia to measure and improve Glam Factor, also known as Net Promoter Score®. Medallia and Benefit Cosmetics partnered with LRWCX, Lieberman Research Worldwide’s Customer Experience Division, in August 2016 to develop a holistic view of the customer experience.
In August 2016, Benefit Cosmetics implemented the “Mirror, Mirror” program to measure and understand the customer experience in 32 stand-alone retail stores in North America. The goal for Benefit is to drive profitable growth for both products and services as they seek to expand their boutiques. Medallia Experience Cloud gives store managers visibility into customer sentiment using a branded dashboard, known as a “Vanity” to understand which customers are Besties (also known as promoters), Frenemies (detractors), or Wallflowers (passives).
“Medallia has been a fantastic partner for implementation of our voice-of-customer program,” said Katie Overdevest, Senior Manager of Business Analysis, Benefit Cosmetics. “By listening to post-purchase feedback from our customers, we’ve uncovered insights and empowered store managers to make tangible improvements and connect directly with their loyal clients. Over time their goal is turn all Frenemies into Besties, all while retaining loyal, happy customers. The results are clear – in just 9 months the average individual door ‘Glam Factor,’ or NPS score, has increased 5.8 points.”
By understanding customer comments alongside the survey scores, store managers are able to view and understand customer insights in real-time. Store managers at each of the 32 stores are daily users of the Medallia mobile app, logging in as many as 10 times per day to view customer feedback and manage any follow-up communications with customers. The Medallia platform shows the data within a unified, branded dashboard that can be used by managers with minimal training. For Benefit, it was important that the data be accessible, visually appealing, and easy to use.
“Benefit Cosmetics continues to exceed its commitment to customers by offering high quality beauty products and brow services, empowering managers to engage with customers and take quick action on customer feedback in real-time,” said Borge Hald, Co-Founder and CEO, Medallia. “We are honored to partner with Benefit Cosmetics, one of the most popular luxury brands, facilitating their overall customer retention and loyalty strategy.”
In the future, Benefit Cosmetics aims to expand the “Mirror, Mirror” customer feedback program to quantify financial impact and customer loyalty for stand-alone North American retail stores. Benefit Cosmetics has incorporated both the Medallia Voices™ mobile app and the AskNow tool as a way to amplify the voice of the customer within the organization. Executives at headquarters are frequent users of Medallia Voices, which provides both positive and constructive customer feedback within a single, easy-to-use app. Benefit Cosmetics relies on AskNow, a tool to run real-world tests on specific customer segments in order to test possible ideas to support future growth and innovation.
Medallia’s mission is simple: to create a world where companies are loved by customers and employees alike. Hundreds of the world’s best-loved brands trust Medallia’s Software-as-a-Service application to help them capture customer feedback everywhere the customer is (on the phone, in store, online, mobile), understand it in real-time, and deliver insights and action everywhere—from the C-suite to the frontline—to improve their performance. Founded in 2001, Medallia has offices in Silicon Valley, New York, London, Paris, Sydney, Buenos Aires, and Tel Aviv. Learn more at www.medallia.com.
About Benefit Cosmetics
Benefit Cosmetics is the San Francisco-based makeup brand that believes laughter is the best cosmetic. World famous for brows and fun, instant beauty solutions, Benefit provides women with a playful, interactive experience that is truly unique, bold & girly. The action-packed beauty brand has swept the world with one-of-a-kind cult products like Benetint, They’re Real mascara, the POREfessional, Hoola & Gimme Brow. Benefit is one of the fastest growing prestige beauty brands in the business with over 4000 counters in 48 countries. Benefit has been magically transforming brows for 40 years. With over 1800 BrowBars & 86 Boutiques worldwide, Benefit has become the brow destination for product & service! Benefit is part of the world’s leading luxury products group, Louis Vuitton Moet Hennessy. www.benefitcosmetics.com
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