A customer feedback calling campaign for an online store
Case: Immido & BRIZOLL. Direct dialogue with customers is how a store finds out what is actually going wrong in its operations.
Client: BRIZOLL
The project was implemented for the online store BRIZOLL, which specialises in home goods sales.
Objective of the partnership
To conduct outbound calls to customers in order to collect feedback on three key aspects.
Product quality
Accuracy of product descriptions, condition upon delivery, and overall satisfaction.
Service level
Communication with managers, and assistance in product selection.
Delivery
Speed, accuracy of timing, and condition of goods upon receipt.
The client asked us to:
- Identify weaknesses in the store's operations.
- Analyse the collected data to provide recommendations for improving service quality and customer satisfaction.
Tools and processes
The project was implemented using the CRM system Oki-Toki, which ensured:
- Structured recording of customer feedback.
- Automation of call distribution processes.
- Real-time monitoring of performance and live listening to agents' calls.
- Creation of analytical reports.
- Full access for the client to monitor operations.
Contact centre tasks:
- Custom CRM configuration based on project requirements - creating checklists and telephony integration.
- Development of dedicated feedback forms.
- Ensuring uninterrupted telephony performance using additional internet channels.
Call recordings were allowed, which made three things possible:
- Quality analysis of agents' communication with customers.
- Continuous improvement of conversation scripts.
- Identification of recurring issues faced by customers.
How the work ran
Call scripts
Specialised scripts were created with neutral, open-ended questions to encourage customers to share honest opinions.
What the scripts included
The most common customer responses with corresponding handling scenarios, product information and argumentation options, and algorithms for handling negative feedback.
Agent training
Sessions focused on managing negative customer experiences, providing detailed product information, and maintaining a friendly and empathetic tone during calls.
Quality control
Supervisors listened to recorded calls, checked compliance with scripts, and evaluated communication tone. Negative feedback was promptly forwarded to the relevant departments of the client for resolution.
Data analysis and reporting
Weekly structured reports were prepared, including key insights, issue categorisation and recommendations, delivered in the format agreed with the store.
Results
| Call volume | Result |
|---|---|
| Customers in the database | 3514 |
| Called within | 2 months |
| Response rate | 83% (2,905 customers answered) |
Contact centre performance:
- Each agent processed an average of 120 calls per day, with an average call duration of 2.5 minutes.
- Total working time per agent: 5 hours 32 minutes per day excluding breaks, covering both active interaction and admin tasks.
- Productive talk time: 5 hours per day, indicating a high level of efficiency and minimal idle time.
- Use of checklists allowed standardisation of dialogues and ensured consistent service quality.
- Agents followed approved scripts that included scenarios for different customer types and feedback categories.
- CRM monitoring enabled real-time performance tracking and quick operational adjustments.
Customer satisfaction levels
The three aspects the calls asked about, as the customers themselves rated them.
- 80%of customers were satisfied with product quality.
- 92%rated the store's service positively, including its managers.
- over 75%were satisfied with delivery speed and condition upon receipt.
Timeline and communication
- The project was completed within the planned 2-month period.
- High processing speed was achieved through automation.
How the client received the work:
- All data was delivered in detailed reports categorised by issue type: product quality, service, delivery.
- Recommendations were provided in an easy-to-use format for strategic planning.
Conclusion
The project results highlighted the importance of direct customer dialogue in identifying key operational issues. Thanks to a structured approach, we:
- Collected authentic customer feedback and identified weaknesses in the online store's operations.
- Provided the client with actionable recommendations to improve product quality, service and delivery.
This case demonstrates that a well-organised customer feedback calling campaign can not only resolve current issues but also strengthen customer trust in the brand, positively influencing the company's development and reputation in the market.
Want to hear what your customers actually think?
A structured calling campaign turns scattered complaints into a categorised list you can act on. Tell us the base and the questions, and we will tell you what it takes.
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