Case Study: Rakuten Rewards preserves NPS and unifies customer experience during rebrand with Delighted

Rakuten - Customer Case Study

Rakuten (Rakuten Rewards) faced a delicate rebrand from Ebates and needed to preserve its customer-centric ethos and a consistent, cross-channel experience while accurately measuring member sentiment. Prior tools were disjointed and manual, so the team selected the Delighted platform to provide continuous NPS surveys and unified feedback collection across web, mobile web, and mobile apps during the transition.

Using Delighted, Rakuten moved from quarterly snapshots to real‑time, multi‑channel NPS collection, ran a 12‑month A/B test of two branded sites, and monitored 14 lifecycle cohorts. Delighted’s data showed NPS remained essentially unchanged after the rebrand, giving Rakuten confidence to roll the new brand out to millions; integrations (including Zendesk) and weekly C‑suite reviews also helped close the loop with detractors and tie member activity to NPS trends.

Rakuten

Serge Doubinski

Vice President of Consumer Experience