Case Study: Schuh (British high street retailer) reduces friction in its digital customer buying journey with SentiSum

How British high street retailer, Schuh, reduces friction in their digital customer buying journey

Schuh, the British high-street retailer, was seeing its website experience drag down overall customer sentiment but couldn’t quantify which issues mattered most across hundreds of thousands of survey responses and reviews. In early 2019 Schuh engaged SentiSum to apply natural language processing (NLP) to their NPS surveys and free-text feedback, giving visibility into where friction occurred across the digital buying journey.

SentiSum’s NLP platform and dashboard analysed 50,000+ data points (and hundreds of thousands of responses), mapped sentiment to each stage of the journey, and pinpointed the main drivers of negative sentiment and basket abandonment. The objective insights enabled Schuh’s Web Optimisation team to prioritise fixes, saved hours of manual sorting, allowed improvements to be tracked over time, reduced customer friction and supported increased sales.

Schuh

Jack Ames

Contact Centre Manager