Digital Transformation Through Customer Feedback: Tom Tailor’s Path to an Above-Average NPS
Success Story
About Tom Tailor
Tom Tailor is a globally established brand, distributing its collections across more than 13,000 points of sale — including over 400 own stores, more than 160 franchise stores, as well as major e-commerce platforms and its own online shop. With over 2,800 employees, the company is active in more than 40 countries. Tom Tailor places particular emphasis on delivering a compelling customer experience in the digital space.
To make customer satisfaction measurable and systematically build long-term customer loyalty, Tom Tailor has been using the experience management platform zenloop since 2019.
From Measurement to Systematic Activation
Since 2019, Tom Tailor has generated over 3 million survey impressions with zenloop, received more than 800,000 responses, and collected over 130,000 qualitative comments.
Tom Tailor captures feedback across several critical touchpoints: checkout confirmation, after delivery, newsletter, and club survey. The company uses the Net Promoter Score (NPS) to segment customers based on their ratings.
Segmentation as the Foundation for Targeted Action
Tom Tailor has implemented an NPS-based campaign to segment customers in a data-driven way and deliver targeted reactivation and loyalty measures. Customers are grouped into operational clusters based on their NPS score:
- 0–4 (critical)
- 5–6 (at risk)
- 7–8 (loyal/positive)
Based on these clusters, segment-specific campaigns are deployed — tailored to the respective sentiment and brand affinity. The segmentation is directly integrated with our partner platform Emarsys. Three core surveys are connected:
- Online checkout
- Post-delivery
- Club member NPS survey
Feedback data is automatically passed to Emarsys, where it triggers targeted campaigns along the customer journey. With this campaign structure, Tom Tailor ensures that feedback is not just collected but immediately translated into personalized communication and activation measures.
From Feedback to Personalized Campaigns
Tom Tailor uses feedback not just for analysis, but for direct activation.
- Critical and at-risk customers receive differentiated win-back campaigns with tiered incentives, with particularly dissatisfied customers receiving stronger incentives.
These campaigns achieve above-average engagement rates. Additionally, a follow-up email is sent requesting a new rating.
- For loyal customers (7–8), Tom Tailor runs a member-get-member campaign with friend referral. The result: several hundred new CLUB members within just a few months.
Closing the Loop — in Real Time
Beyond automated campaigns, Tom Tailor places strong emphasis on transparency and operational responsiveness:
- Detractor campaigns for checkout, after delivery, and club survey
- Email forwarding of feedback for direct handling
- Weekly reports for trend analysis
- Live feeds in the office to visualize scores and feedback
- Additionally, the thank-you page is used strategically: non-members are directed to club registration, while existing members are offered referral options.
This turns every feedback moment into a potential growth opportunity.
The Result
What started as a standard NPS setup is now a fully integrated feedback and activation system.
After every purchase, Tom Tailor knows who is at risk, who can be won back, and who should be activated as a brand ambassador.
Today, Tom Tailor’s Net Promoter Score sits in the top segment — clear proof that the consistent use of feedback, segmentation, and personalized campaigns delivers lasting impact.
Feedback doesn’t just serve as a satisfaction metric — it is systematically translated into revenue, loyalty, and community growth.
Curious to see the full scope of the new zenloop platform?
Whether surveys, review management, or AI-powered analytics — we’d love to show you how to unlock every capability for your brand. Just reach out.
sales@zenloop.com | +49 30 91739927