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With insights from Momentive customer and product experience solutions, top companies such as PUMA, Nasdaq and more are reimagining CX.

Abigail Matsumoto

23 February 2022 | 7-min read

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Redefining iconic products and customer experiences can be risky if you don’t have the insights to make the right moves. But as these top companies – and Momentive customers – prove, knowledge is power. With rich data at your fingertips, you can demystify business obstacles and chart a path that’s right for your customers, your products and your brand.

From Nasdaq finding more equitable ways to deliver market insights to Mercari discovering how to quickly remove roadblocks for new customers, companies are using Momentive customer and product experience solutions to improve their offerings. As you look to innovate your own experiences, keep these four examples in mind, because they show exactly how CX insights can be the start of something transformative. 

The year before the COVID-19 pandemic, PUMA bet big on its retail stores, opening a new 18,000 square-foot flagship store on New York’s Fifth Avenue. When sales shifted online in 2020, the company was forced to rethink its approach. PUMA customer support found itself dealing with a sharp increase in online order enquiries and shopping trolley abandonment rates. Something was wrong, but without specific feedback, it had no idea where to look for friction in its online checkout.

PUMA decided to embed GetFeedback into its checkout page, hoping customers would shed light on why so few were able to make a purchase without leaning on customer support. The responses poured in, detailing connectivity issues with PayPal and asking for more payment methods. Some customers asked why there was no option to track their orders. Still more said they weren’t even trying to make a purchase; they were just using their shopping trolleys to save their favourite items.

“The amount of feedback that we got in right away blew my mind,” said Senior Manager of Customer Experience Joey CasaDeCalvo. “And it really helped when it came to driving our roadmap and reprioritising some of the changes and implementations that we wanted to make over the upcoming years.”

PUMA got to work on that new roadmap, introducing a number of changes in direct response to GetFeedback data, including new payment methods such as Apple Pay and Afterpay, SMS order updates and a popular new wish list feature that lets shoppers save and share their favourite items. 

As the checkout options and experience improved, PUMA started to see a drop in shopping trolley abandonment. Soon afterwards, PayPal orders rebounded by 52% and order value increased by 62%. And as overall revenue increased and the volume of negative customer feedback fell, the company experienced a dramatic 62% drop in payment-related contacts to customer support.

Mercari is a peer-to-peer marketplace, headquartered in Japan, where people can buy and sell almost anything. But something was preventing sellers from making that all-important first sale.

To find the answer, Mercari launched a survey to understand the website experience from their customers’ perspective. Within minutes of sending the customer survey, it became clear that Mercari sellers didn’t have a firm grasp of how to package and ship products or pay fees – processes that are essential to successfully fulfilling an order. While these steps had seemed obvious internally, Mercari realised that sellers needed more guidance.

“The great thing about the insights from GetFeedback was that they were very addressable,” said Director of Product Tank Mori. “This was something that wouldn't take us months: we could address everything in weeks. So the leadership team was extremely excited about that.”

The product team immediately mobilised around the results of the survey, introducing easier ways for sellers to ship products and pay fees. The results of the customer survey were so enlightening that the company incorporated them into its OKRs; simplifying selling processes and helping new users navigate those processes became a new company-wide objective.

“Ever since we integrated Momentive, I feel as though I can make better decisions because we're able to get qualitative feedback much, much faster and much easier,” said Mori. “And as a result, we were able to increase the listing conversion rate dramatically and there was a very tangible business impact.”

Nasdaq wants everyone to have access to information about the markets. Its site sees over 60 million visitors a month, so it’s important for it to not only deliver market data, but also help more people get involved in creating their own wealth. 

“Nasdaq is focused on building communities and making sure that wealth is accessible from all areas and from all walks of life,” said Senior Director of Digital Strategy Tamar Beresford. “We want to make sure that we are helping companies of all sizes, from all demographics and backgrounds, actually reach their goals – whether that's getting listed, getting investments, increasing the efficiency of their board or just creating marketplaces anywhere.”

Nasdaq.com is the cornerstone of this inclusive prosperity strategy, but the company’s initial attempts to expand its web experience fell flat. To understand what wasn’t working, Nasdaq turned to GetFeedback. It discovered that visitors, even new visitors, weren’t looking for the flashiness Nasdaq thought it needed; they really just wanted straightforward charts and data.

“We took that feedback and really went back to the drawing board to make sure that we were making changes not just for changes’ sake, but also to make things more accessible for our users,” said Beresford. “And that's really helped us elevate what we're doing on nasdaq.com to make our users really happy with the product.”

Based on customer feedback, Nasdaq transformed the charting and navigation in the market data section of its website. While the changes weren’t extreme, the payoff was huge. Web traffic jumped by 20%, and repeat visits, time on page and user engagement all started trending upwards.

“What Momentive does is put customer experience top of mind,” said Beresford. “It's helped us really understand our customer and it's revealed things that we need to prioritise as a company.”

“Market research is very critical for our growth because outside of our core business of basketball, we have to deal with a lot of fans who we traditionally haven't interacted with,” said Charles Gao, senior manager of business strategy and analytics at the Golden State Warriors. “For people who don't actually follow the sport of basketball, how do we get them to come in and become fans?”

The Warriors have a passionate fan base, but there are also plenty of casual viewers who watch at home or tag along with core fans to Chase Center, the Warriors’ stadium. The Warriors had to find other ways to wow these viewers, win them over and get them enthused enough to go to a game.

To find out what makes casual fans tick, the Warriors surveyed the wider Bay Area using SurveyMonkey Audience. That data, along with the Warriors’ annual brand tracker survey, helped the organisation expand its market reach by enhancing the general appeal of its brand.

The survey revealed that many people outside the Dub Nation fan base cared about half-time entertainment and wanted to see more diverse dance performances. So the organisation introduced senior, junior and mixed-gender dance teams to the line-up. These acts became wildly popular and were also more in tune with the Warriors’ commitment to diversity, equity and inclusion.

The Warriors also discovered that casual fans wanted more photo opportunities inside Chase Center. So they introduced what Gao called “Instagram memorable moments”, which are backdrops where people can pose and take photos for social media. These backdrops helped casual fans add more fun to their game experience and see themselves as part of the fan community.

Collecting these kinds of market insights allows the Warriors to constantly innovate in terms of the fan experience and forge better relationships with their customers, even leading to a 19% boost in their Net Promoter Score®. And they’re applying that strategy to all parts of their in-game experience, from investing in updates to their mobile app experience to improving the ticketing process. 

“In order for us to continue to differentiate ourselves, we always have to think about what’s next and where people’s interests lie,” said Gao. “Momentive has really empowered us to pursue our curiosities, learn about our fans and offer the best experience possible.”

NPS, Net Promoter & Net Promoter Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.