The Challenge
Sainsbury's is one of the UK's leading supermarket chains, and their CSAT and Customer Closeness team, led by Amelia and Kat, are responsible for analysing customer feedback, tracking satisfaction trends, and truly understanding customer mindsets.
The challenge? Managing massive volume—2 million CSAT survey responses annually, plus social media comments and hundreds of thousands of complaints and contact centre messages.
Other analytics tools required pre-defined categories, which limited their ability to uncover unexpected themes or customer sentiments. They needed deeper understanding of shifting customer trends that isn't immediately visible in quantitative data.
The different feedback sources were housed in separate areas of the business, making it difficult to consolidate and analyse them in a unified way. This led to fragmented insights and data silos.
Many qualitative customer comments were not fully utilised for decision-making, limiting Sainsbury's ability to paint the whole picture of their customer insights.
The Solution
Sainsbury's implemented Wordnerds to address these challenges, transforming their approach through efficient data categorisation and organic trend discovery.
Wordnerds allowed the team to categorise and organise feedback from all sources—surveys, social media, complaints—into consistent themes easily, enabling a unified view of customer sentiment across various touchpoints.
One standout feature was Wordnerds' ability to extract organic topics from open-ended survey responses. This meant Sainsbury's could identify customers' concerns and desires without predefined categories, making it easier to uncover emerging issues like shifts in shopping behaviours due to the cost of living crisis.
The platform enabled the team to monitor changes in sentiment and trends over time, tracking whether certain customer concerns were increasing or declining and reacting proactively to changes in how customers viewed the store experience or product relevance.
By consolidating all feedback from various channels into one platform, Wordnerds provided Sainsbury's with a holistic view of customer opinions, allowing the team to provide the business with clear insights highlighting key issues and shifting customer expectations.
The Impact
Wordnerds transformed how Sainsbury's understands and responds to customer feedback in multiple ways.
By identifying emerging themes and tracking shifting trends, Sainsbury's could anticipate changes in customer behaviour and needs, leading to more proactive adjustments in business strategy, marketing, and customer service.
Wordnerds' ability to uncover the "why" behind survey results provided deeper understanding of customer mindsets. When survey scores fluctuated, the team could quickly identify which areas of the business were influencing those changes and take corrective action.
The tool helped bring qualitative data into the spotlight, ensuring customer comments were no longer sitting unused but were integral to decision-making. Stories and direct quotes from customers became central to communications within the business, creating more engagement and focus on customer satisfaction.
By automating the process of categorising and analysing qualitative data, the team was able to spend less time sorting through responses and more time making informed decisions. This increased the efficiency of feedback reporting and made the process more scalable as the volume of customer data grew.
From drowning in 2 million responses to proactive decision-making.
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