Case Study: Brother International achieves improved customer experience and revenue growth with Birdeye

How Laura built a comprehensive Voice of Customer program to meet consumers where they are, solve their challenges and drive revenue growth for Brother International

Brother International, led by Laura Carroll, Senior Manager of Voice of Customer, faced the challenge of listening to and acting on customer feedback across many channels to improve experiences, solve issues (including early Brother Direct eCommerce struggles), and drive loyalty and revenue. To scale a consistent Voice of Customer program and close the feedback loop, Brother partnered with Birdeye and adopted Birdeye’s customer experience/VoC platform to capture, analyze and route customer input.

Using Birdeye, Brother implemented a closed-loop VoC process with daily feedback monitoring, rapid product/site changes, and direct feedback to employees and leadership. The Birdeye-enabled program helped resolve eCommerce issues (leading to multiple customer kudos on site usability), sped issue resolution, increased employee buy-in, strengthened customer loyalty, and contributed to revenue growth for Brother International.

Brother International

Laura Carroll

Senior Manager of Voice of Customer