Case Study: CNV Vakmensen achieves real-time content optimisation and increased visitor engagement with Mopinion

How CNV Vakmensen uses online feedback for content optimisation

CNV Vakmensen is one of the Netherlands’ largest labour unions, serving members at every stage of working life and managing nearly 600 collective bargaining agreements. When it launched a mobile-first, customer-centric website in 2014 it faced the challenge of explaining the “why” of membership (not just the “what”), improving self-service pages and avoiding design assumptions about visitor needs—so it needed continuous, reliable insight into what users actually wanted.

To solve this CNV Vakmensen adopted Mopinion’s feedback analytics, collecting Customer Effort Scores and Goal Completion Rates via passive on-site forms and using real-time dashboards and audience segmentation to interpret and act on feedback. The team quickly followed up on issues, optimised content based on visitor needs, added new features and closed information gaps, and saw increased visitor involvement and positive feedback that validated their choices.

CNV Vakmensen

Arnoud Terpstra

Online Marketer