Tom Tailor’s Mission

Tom Tailor is a global fashion brand with a worldwide presence: 450 of its own stores, 10,000 retail partners, and a comprehensive online shop. The company views customer expectations as a dynamic process and has relied on innovative feedback strategies since 2019.

With zenloop, Tom Tailor analyzes customer experiences at four key touchpoints—placing a special focus on the emotional moments following a purchase and delivery. These phases are crucial: the customer is torn between anticipation and potential disappointment.

The goal is to uncover the complex reasons behind customer satisfaction and dissatisfaction. Through systematic feedback management, critical moments along the customer journey can be identified and improved. The result: a direct increase in repurchase rates and long-term customer loyalty.

Tom Tailor’s strategy shows that modern customer relationship management goes far beyond traditional service approaches, treating feedback as a strategic tool for growth.

The Approach

To measure customer satisfaction, Tom Tailor uses the Net Promoter Score (NPS). To calculate this score, customers are asked to indicate on a scale from 0 to 10 how likely they are to recommend the company. The higher the number, the greater the likelihood of recommendation—and, by extension, the greater the satisfaction. Respondents can also leave a comment afterward to explain the reasons behind their rating.

Based on the given score, customers are divided into three groups:

Promoters (score of 9 or 10): They are fans and advocates of the company and have the potential to inspire others with their enthusiasm.
Passives (score of 7 or 8): They have a neutral attitude and neither a very positive nor a very negative opinion of the company.
Detractors (score of 0 to 6): They are highly dissatisfied and are considered critics of the company. They may express their frustration through negative reviews or public comments.

Step 1:

After completing their order, customers are asked via website overlay to provide the NPS on their likelihood to recommend the Tom Tailor online store.

Step 2:

Based on the rating, various actions are triggered:

• Detractors who submitted a comment are contacted by customer service to resolve the reason for dissatisfaction in a face-to-face exchange.
• All detractors who only left a rating but no comment, as well as passives and promoters, receive triggered messages as part of the email campaign.

Step 3:

The email campaign starts and runs for a period of 20 days and includes three email triggers:

First Email: One day after ordering or submitting their review, respondents receive an email from Tom Tailor thanking them for their positive feedback:
” Thank you so much for your feedback! We were very pleased with your score of X …”

Second Email: 14 days after the order is placed, another survey is sent via zenloop. To get specific product feedback, Tom Tailor asks in this email about satisfaction with the goods received. Respondents can answer either “satisfied” or “dissatisfied.”:
” You recently ordered from us. Your satisfaction is especially important to us. Are you still satisfied with your order?”

Third Email: Depending on the response to email 2, two different emails are sent:

• If the customer is satisfied with the goods received, they will receive another email three days after answering the survey in the previous email. Tom Tailor thanks the customer again for their positive feedback and depending on the situation, may also add vouchers or other goodies, for themselves or to share with friends:
  “Glad you are still satisfied. We’ll give you 15% off your next purchase and 15% to share with friends…”
• If the customer is not satisfied with the goods received, he or she will receive an apology email the very next day, which will also include a voucher:
  “It’s a pity that you are no longer satisfied. We thank you for your honest feedback and hope you will give us another chance. In return, we’ll give you a 15% discount on your next order!”

Depending on the feedback received, customers are also personally contacted by the customer support team to work out a solution.

The Result

The emails in this sequence create additional touchpoints that enhance the customer’s shopping experience by demonstrating that Tom Tailor genuinely cares about the satisfaction of every customer. The second email, sent 14 days after delivery to inquire about satisfaction, provides valuable insights into both product quality and overall customer satisfaction. By this point, customers have likely had the chance to wear the item and can share feedback not only about the delivery experience but also their impression of the products themselves. This feedback is then forwarded to the relevant departments to close the feedback loop and ensure it is further processed.

Since the launch of the sequence in April 2021, Tom Tailor has seen a +10 point increase in the Net Promoter Score at the two touchpoints—After Purchase and After Delivery. The NPS now stands at +60!