AI Customer Voice Analysis • Leveraging AI to Unlock Insights Into User Behavior
Optimizing customer loyalty with innovative solutions.
To become one of the most beloved coffee brands in the world, you need a profound understanding of your customers, their preferences, behaviors and expectations. Over our years-long partnership with Starbucks, we’ve helped the brand develop a system that decodes how people interact with their loyalty app and its features—ultimately creating a user experience that nurtures that strong connection with customers.
Leveraging AI and data analytics to improve customer satisfaction.
One way we were able to generate customer insights is through our bespoke AI Customer Voice Analysis solution, a product developed by our data science and experimentation teams in EMEA. When it comes to their digital products, many brands question whether investing in innovation actually results in improved customer satisfaction and loyalty. To determine this based on data rather than assumptions, we analyzed not just GA4 but also customer voice, UX, conversion, native app experience, Mobile Order & Pay (MOP) adoption and retention data.
This approach enabled us to pinpoint the primary user frustrations and complaints that were impacting Starbucks’ native loyalty apps in four key markets. Furthermore, we identified which app features were disrupting the customer experience and hindering users from adopting the mobile ordering and payment capabilities within the app.
Sentiment analysis is invaluable for monitoring brand perception, gauging customer satisfaction, and surfacing actionable insights from unstructured text data.
Designing user-centric platforms that align with business objectives.
Equipped with this data and our thorough understanding of each team’s contributions, we supported Starbucks by creating an experimentation roadmap for user-centric product evolution that is deeply attuned to user feedback and the client’s business goals. Running the platform for nine years across EMEA proved to be immensely valuable, providing us with comprehensive insights into the brand’s existing technical and organizational constraints.
The process involved creating and refining the UI to deliver the best possible user experience, covering online ordering, in-store transactions, digital receipts, tipping and more—all based on carefully optimized and mapped user journeys. In particular, we highlighted an urgent need for optimization of the password reset process and the Mobile Order & Pay (MOP) journey. Additionally, we supported the client with insights regarding their native app onboarding process, user retention and their loyalty program. This involved multiple workshops and presentations with key members from the Platforms team.
Empowering data-driven improvements for long-term success.
In addition to the experimentation roadmap, we further supported the brand with a newly developed and enhanced data collection mechanism crafted by our data architects. This enabled Starbucks to implement industry-standard best practices for app tracking.
The goal is to use data to proactively suggest improvements. With an AI engine that continuously analyzes user reviews across multiple markets, Starbucks can now conduct evidence-based experiments aimed at boosting customer lifetime value and increasing adoption of their native apps across EMEA—and soon, in other regions as well. Overall, the success stemmed from all team members uniting and speaking the same language: that of the users.
