Expresso Fashion & Claudia Sträter: Feedback for Every Stage of the Customer Journey


Expresso Fashion and Claudia Sträter are two well-known Dutch fashion brands with stores in the Netherlands, Belgium and Germany. Alongside their more traditional, brick-and-mortar shops, these labels are also sold online. This omni-channel strategy makes it possible for these two webshops to not only serve as sales channels but also platforms for inspiration. Visitors can get their inspiration online and then choose to do their shopping in the webshop or in-store. In other words, their online services are critical to the success of both on- and offline channels.


Let’s take a look at how they’ve experienced the Mopinion software thus far…


Why is customer feedback important for your label?

Customer feedback gives Expresso Fashion and Claudia Sträter the opportunity to improve their (online) services in many different respects. They sought out to gather customer insights across all touchpoints within the customer journey…

We have applied passive feedback forms to all pages of our website in the form of a feedback button. This approach enables us to gather feedback in every stage of the customer journey. It also gives us the opportunity to quickly identify and remedy any issues that our visitors encounter.

Carlos Hovel (Online Marketer) at Expresso Fashion & Claudia Sträter

Mopinio: Expresso Fashion & Claudia Sträter: Feedback for Every Stage of the Customer Journey - Feedback Form

Additionally, Expresso Fashion and Claudia Sträter both measure Customer Effort Score, or CES, with a feedback form on the ‘Thank You’ page. The CES is an indication of how much effort it costs customers to reach their goal. This is a very important metric in that often high effort results in lower customer loyalty.

“Customer Effort Score allows us to monitor the customer’s experience during the ordering process. This score is included as a KPI in our performance dashboard.”

Why did you choose Mopinion?

“Mopinion offers many opportunities for segmentation and customisation. This was one of the main reasons we chose them. The software is also very flexible and can be fully implemented according to our corporate identity.”

The Expresso Fashion / Claudia Sträter team makes regular use of their customised dashboard which enables them to closely monitor important metrics. The data collected is then evaluated by their digital team on a monthly basis.

Mopinio: Expresso Fashion & Claudia Sträter: Feedback for Every Stage of the Customer Journey - Advanced Analysis

What have you achieved thus far?

“Upon implementing the feedback forms we have been able to further optimise the websites of Expresso Fashion and Claudia Sträter. As previously mentioned, we are now equipped with the tools to respond more quickly to any problems experienced by our customers on our website and therefore improve the overall customer experience. For example, we use automated emails to inform each other of negative feedback so that we can immediately act on it.”

The feedback collected using Mopinion’s software (via the passive feedback forms) has also shed light on several bugs that were occurring on the website, one of which was a frozen filter option.

“Not to mention, we’ve also received a lot of positive feedback about our webshops and clothing selections which is always a plus!”

What’s next?

Expresso Fashion and Claudia Sträter plan to implement exit surveys on specific pages that require improvement. These forms are geared towards capturing visitors that leave midway through the ordering process.

“Exit surveys will help us gain valuable insights that will enable us to optimise specific webpages!”

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Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.