As a result of the Covid-19- induced confinement, the majority of customers have overcome their old barriers and there is no doubt that digital has entered our lives to stay.

In fact, the percentage of people who have used the network for at least one purchase in Spain has grown 12 points compared to last year, reaching 96% (McKinsey June 2020).  That is why it is increasingly important to integrate digital channels in the most appropriate and comprehensive way in measuring customer experience.

In this post we want to show how a traditional fashion company with physical stores has managed to adapt its Customer Experience strategy to the digital revolution.

Koröshi is a clothing brand with more than 40 stores across Spain and Europe. Since the confinement, your online store has experienced a boom in activity. When the CEO of Koröshi contacted Ratenow he had 3 strategic objectives:

1. Measure and improve the usability of the web.

In the conversion funnel of e-commerce, many users leave before reaching the payment gateway. In fact, over 65% of customers say that their website or app experience would be at least a "very important" factor in their willingness to recommend a brand (Qualtrics 2018).

2. Gain visibility of the shopping experience until the order is received.

From the moment the customer leaves the web, until he receives the order at home, he tests it and finally gets an idea about your brand, visibility in this process is often very limited.

3. Open a communication channel with the digital client.

In a store, the communication channel is direct, but if the customer has to communicate something to us in a totally digital purchase, a specific communication channel must be opened. Did you know that dissatisfied customers often tell 9-15 other people about their experience? (White House Office of Consumer Affairs).


With this strategic approach at Ratenow we have created a personalized voice of the customer system in three steps:

1. Map the customer journey on the web and identify the "moments of truth"

An in-depth study of the purchase process culminates with the map of the customer journey or journey (Customer Journey map). This exercise is especially important because, also in the digital field, all the points of contact influence the overall satisfaction of the brand. However, it is the "moments of truth" that most influence the evaluation of experience and it will be there where the focus will be placed.

In the specific case of Koröshi 2 moments of truth  were identified, that of order confirmation, to collect feedback on the usability of the website, how they have known the brand and what profile the customer has; and that of the receipt of the order by the customer, to measure the experience with the brand in general, obtain visibility on those often "hidden" phases of the delivery process and finally satisfaction with the products received.