{"id":4123,"date":"2022-08-10T14:18:48","date_gmt":"2022-08-10T14:18:48","guid":{"rendered":"https:\/\/zenloop1.wpengine.com\/en\/?p=4123"},"modified":"2025-04-29T11:41:30","modified_gmt":"2025-04-29T11:41:30","slug":"tom-tailor-case-study","status":"publish","type":"post","link":"https:\/\/www.zenloop.com\/en\/resources\/case-studies\/tom-tailor-case-study\/","title":{"rendered":"Digital Transformation Through Customer Feedback: Tom Tailor&#8217;s Journey to a 60+ NPS"},"content":{"rendered":"<section         class=\"block-hero  no-margin padding-both\" style=\"background-image:url('');\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\n\t\t<div class=\"grid \" style=\"grid-template-columns:1fr 1fr\">\n\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<h2>Digital Transformation Through Customer Feedback: Tom Tailor&#8217;s Journey to a 60+ NPS<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"small-text\">Success Story <\/p>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"col flex-center image-side \">\n\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"494\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-header-tom-tailor.jpg\" class=\"attachment-full size-full\" alt=\"image of tom tailor case study header\" srcset=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-header-tom-tailor.jpg 1140w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-header-tom-tailor-300x130.jpg 300w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-header-tom-tailor-1024x444.jpg 1024w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-header-tom-tailor-768x333.jpg 768w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n<\/section>\n\n<section         class=\"block-features  no-margin padding-both\" style=\"background-image:url('');color:#02193c;\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t<h2 class=\"section-title\">From Feedback Loop to Business Success<\/h2>\t\t<div class=\"grid\" style=\"grid-template-columns:\t1fr\">\n\t\t<div class=\"grid features\" style=\"grid-template-columns:repeat(3, 1fr);grid-gap: 0 30px;\">\n\t\t\t\t\t<a class=\"col feature \" >\n\t\t\t\t<i class=\"block__icon fal fa-info-circle icon\"><\/i>\n\t\t\t\t<h5>Uses zenloop since<\/h5>\n\t\t\t\t\t\t\t\t<div class=\"description \">2019<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<a class=\"col feature \" >\n\t\t\t\t<i class=\"block__icon fal fa-check-circle icon\"><\/i>\n\t\t\t\t<h5>Number of touchpoints<\/h5>\n\t\t\t\t\t\t\t\t<div class=\"description \">4\r\ntouchpoints<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<a class=\"col feature \" >\n\t\t\t\t<i class=\"block__icon fal fa-comment-alt-smile icon\"><\/i>\n\t\t\t\t<h5>Feedback generated<\/h5>\n\t\t\t\t\t\t\t\t<div class=\"description \">458,275 answers<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t<\/div>\n\n\t\t\n\t<\/div>\n<\/section>\n\n<section         class=\"block-columns  no-margin padding-both\" style=\"background-color:#ecedef;color:#02193c;\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\t\t\n\t\t<div class=\"grid\" style=\"grid-template-columns:\trepeat( 2, 1fr)\">\t\t\t\t\n\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4556 size-full\" src=\"https:\/\/www.zenloop.com\/de\/wp-content\/uploads\/sites\/3\/2022\/08\/zenloop-case-study-tom-tailor-ergebnis-mission-e1745480822436.jpg\" alt=\"case-study-tom-tailor-mission\" width=\"1040\" height=\"998\" \/><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t<p class=\"\" data-start=\"0\" data-end=\"24\"><strong data-start=\"0\" data-end=\"24\">Tom Tailor&#8217;s Mission<\/strong><\/p>\n<p class=\"\" data-start=\"26\" data-end=\"291\">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.<\/p>\n<p class=\"\" data-start=\"293\" data-end=\"553\">With zenloop, Tom Tailor analyzes customer experiences at four key touchpoints\u2014placing 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.<\/p>\n<p class=\"\" data-start=\"555\" data-end=\"845\">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.<\/p>\n<p class=\"\" data-start=\"847\" data-end=\"1019\">Tom Tailor\u2019s strategy shows that modern customer relationship management goes far beyond traditional service approaches, treating feedback as a strategic tool for growth.<\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<\/div>\n\t\t\n\t<\/div>\n<\/section>\n\n<section         class=\"block-columns  no-margin padding-both\" style=\"background-image:url('');color:#02193c;\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\t\t\n\t\t<div class=\"grid\" style=\"grid-template-columns:\trepeat( 2, 1fr)\">\t\t\t\t\n\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t<p><strong>The Approach<\/strong><\/p>\n<p>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\u2014and, by extension, the greater the satisfaction. Respondents can also leave a comment afterward to explain the reasons behind their rating.<\/p>\n<p>Based on the given score, customers are divided into three groups:<\/p>\n<p><strong>Promoters<\/strong> (score of 9 or 10): They are fans and advocates of the company and have the potential to inspire others with their enthusiasm.<br \/>\n<strong>Passives<\/strong> (score of 7 or 8): They have a neutral attitude and neither a very positive nor a very negative opinion of the company.<br \/>\n<strong>Detractors<\/strong> (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.<\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4560 size-full\" src=\"https:\/\/www.zenloop.com\/de\/wp-content\/uploads\/sites\/3\/2022\/08\/zenloop-case-study-tom-tailor-Herausforderung-e1745480792758.jpg\" alt=\"case-study-tom-tailor-herangehensweise\" width=\"1035\" height=\"1278\" \/><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<\/div>\n\t\t\n\t<\/div>\n<\/section>\n\n<section         class=\"block-columns  no-margin padding-both\" style=\"background-color:#02193c;color:#ffffff;\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\t\t\n\t\t<div class=\"grid\" style=\"grid-template-columns:\trepeat( 1, 1fr)\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<h4>To establish the connection between the two contact points, Tom Tailor developed an automated email campaign with personalized content based on the last purchase. Within this email campaign, customers are asked about their satisfaction at both touchpoints, and further actions are initiated based on their responses.<\/h4>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<\/div>\n\t\t\n\t<\/div>\n<\/section>\n\n<section         class=\"block-columns  no-margin padding-both\" style=\"background-image:url('');color:#02193c;\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\t\t\n\t\t<div class=\"grid\" style=\"grid-template-columns:\trepeat( 2, 1fr)\">\t\t\t\t\n\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t<h4>Step 1:<\/h4>\n<p>After completing their order, customers are asked via website overlay to provide the NPS on their likelihood to recommend the Tom Tailor online store.<\/p>\n<h4>Step 2:<\/h4>\n<p>Based on the rating, various actions are triggered:<\/p>\n<ul>\n<li>Detractors who submitted a comment are contacted by customer service to resolve the reason for dissatisfaction in a face-to-face exchange.<\/li>\n<li>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.<\/li>\n<\/ul>\n<h4>Step 3:<\/h4>\n<p>The email campaign starts and runs for a period of 20 days and includes three email triggers:<\/p>\n<p><strong>First Email:<\/strong> One day after ordering or submitting their review, respondents receive an email from Tom Tailor thanking them for their positive feedback:<br \/>\n<em><span style=\"color: #40516c\">&#8221; Thank you so much for your feedback! We were very pleased with your score of X &#8230;&#8221;<\/span><\/em><\/p>\n<p><strong>Second Email:<\/strong> 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 &#8220;satisfied&#8221; or &#8220;dissatisfied.&#8221;:<br \/>\n<em><span style=\"color: #40516c\">&#8221; You recently ordered from us. Your satisfaction is especially important to us. Are you still satisfied with your order?&#8221;<\/span><\/em><\/p>\n<p><strong>Third Email:<\/strong> Depending on the response to email 2, two different emails are sent:<\/p>\n<ul>\n<li>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:<br \/>\n<em><span style=\"color: #40516c\">&#8220;Glad you are still satisfied. We&#8217;ll give you 15% off your next purchase and 15% to share with friends\u2026&#8221;<\/span><\/em><\/li>\n<li>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:<br \/>\n<em><span style=\"color: #40516c\">&#8220;It&#8217;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&#8217;ll give you a 15% discount on your next order!&#8221;<\/span><\/em><\/li>\n<li style=\"list-style-type: none\">\n<ul>\n<li style=\"list-style-type: none\"><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Depending on the feedback received, customers are also personally contacted by the customer support team to work out a solution.<\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4395\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-tom-tailor-step-1.jpg\" alt=\"case-study-tom-tailor-steps\" width=\"1140\" height=\"1320\" srcset=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-tom-tailor-step-1.jpg 1140w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-tom-tailor-step-1-259x300.jpg 259w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-tom-tailor-step-1-884x1024.jpg 884w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/zenloop-case-study-tom-tailor-step-1-768x889.jpg 768w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<\/div>\n\t\t\n\t<\/div>\n<\/section>\n\n<section         class=\"block-columns  no-margin padding-both\" style=\"background-color:#ecedef;color:#02193c;\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\t\t\n\t\t<div class=\"grid\" style=\"grid-template-columns:\trepeat( 2, 1fr)\">\t\t\t\t\n\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4576\" src=\"https:\/\/www.zenloop.com\/de\/wp-content\/uploads\/sites\/3\/2022\/08\/zenloop-case-study-tom-tailor-result-1.jpg\" alt=\"case-study-tom-tailor-result\" width=\"1140\" height=\"1038\" \/><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t<h3 data-start=\"0\" data-end=\"14\"><strong data-start=\"0\" data-end=\"14\">The Result<\/strong><\/h3>\n<p data-start=\"16\" data-end=\"685\">The emails in this sequence create additional touchpoints that enhance the customer\u2019s 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.<\/p>\n<p data-start=\"687\" data-end=\"886\"><strong>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\u2014After Purchase and After Delivery. The NPS now stands at +60!<\/strong><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<\/div>\n\t\t\n\t<\/div>\n<\/section>\n\n<section         class=\"block-columns  no-margin padding-both\" style=\"background-image:url('');color:#02193c;\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\t\t\n\t\t<div class=\"grid\" style=\"grid-template-columns:\trepeat( 2, 1fr)\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<p class=\"\" data-start=\"0\" data-end=\"24\"><strong data-start=\"0\" data-end=\"24\">Promoters &amp; Passives<\/strong><\/p>\n<p class=\"\" data-start=\"26\" data-end=\"350\">Throughout the entire journey, Tom Tailor achieved strong engagement with an above-average conversion rate, including incentivized repeat purchases\u2014especially among promoters and passives.<\/p>\n<p class=\"\" data-start=\"26\" data-end=\"350\"><strong>Promoters and passives show a 66% higher conversion rate compared to the average of customers who did not go through the email journey.<\/strong><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<p class=\"\" data-start=\"0\" data-end=\"14\"><strong data-start=\"0\" data-end=\"14\">Detractors<\/strong><\/p>\n<p class=\"\" data-start=\"16\" data-end=\"456\">A positive impact of the email journey can also be seen among detractors. <strong>Around 11% of detractors make a repeat purchase after receiving the emails<\/strong>\u2014a significant increase. Personalized communication from customer service also has a clear effect on customer satisfaction. Through individual engagement by service representatives, a substantial increase in satisfaction can be achieved, which in turn converts some detractors into promoters.<\/p>\n<p class=\"\" data-start=\"458\" data-end=\"735\">Looking ahead, Tom Tailor plans to further expand the email journey to continuously improve the customer experience and gain valuable insights into its products as well as the reasons behind (dis)satisfaction. Additional projects are also planned in collaboration with zenloop.<\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<\/div>\n\t\t\n\t<\/div>\n<\/section>\n\n<section         class=\"block-columns  no-margin small-padding-top\" style=\"background-color:#ecedef;color:#02193c;\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\t\t\n\t\t<div class=\"grid\" style=\"grid-template-columns:\t7fr 5fr\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<h2 class=\"demo-module__headline h2\">Your brand can benefit from zenloop too.<\/h2>\n<p><span class=\"\" style=\"display:block;clear:both;height: 0px;padding-top: 40px;border-top-width:0px;border-bottom-width:0px;\"><\/span><a class=\"button\" href=\"https:\/\/www.zenloop.com\/en\/request-demo\">Schedule a call now<\/a><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8053\" src=\"https:\/\/www.zenloop.com\/de\/wp-content\/uploads\/sites\/3\/2022\/08\/768x443-2.png\" alt=\"\" width=\"500\" height=\"532\" \/><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<\/div>\n\t\t\n\t<\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>Build holistic feedback loops to increase satisfaction<\/p>\n","protected":false},"author":12,"featured_media":4153,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"two-col-blog.php","format":"standard","meta":{"_acf_changed":true,"inline_featured_image":false,"footnotes":""},"categories":[20,6],"tags":[],"class_list":["post-4123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-resources","category-case-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.6 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Digital Transformation Through Customer Feedback: Tom Tailor&#039;s 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