How Withings increased its ROI by 350% with Shipup

Discover how Withings increased its ROI by 350% thanks to proactive post-purchase notifications.

Joseph Thurston
CONTENT MANAGER
Published on:
June 12, 2024
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About Withings

Founded in 2008, Withings is a global leader in HealthTech. Measuring 20 health indicators, they help customers achieve better health by monitoring their fitness on a daily basis. A pioneer in smartwatch technology, they boast a wide range of health products from smart scales, to BP monitors and thermometers. Present in 43 countries, 66% of their parcels are delivered within Europe and the UK.

Shipup Impact (over 1 year)

  • 350% increase in ROI
  • 63 average NPS
  • 600 tickets handled automatically
  • 3X feedback collected

Challenge #1: Inspire customer loyalty through proactive order communication all throughout delivery

You can’t control your carriers’ actions, or extreme weather, or even Christmas falling on the 25th of December each year, but you can control how you communicate to your customers about delivery. And for Withings’s customer experience team, proactive communication surrounding delivery was paramount. Why? Smooth delivery communication has always been key to customer retention: our recent study found that 80% of UK shoppers deem proactive order alerts to be ‘very important’, while 76% wouldn’t shop again following poor delivery communication.

And with Withings's post-purchase delivery emails reaching an exceptionally high 73% email open rate— over 30% above the eCommerce average— it goes without saying that smooth order communication is non-negotiable: customers are more engaged than ever as they anticipate their order; the post-purchase stage is The time to get your delivery communication right and gain their loyalty.

OK, so we’ve established that delivery communication is a major part of the solution to customer retention - but before jumping to the next section, let’s explore in more detail why retaining customers is so important for Withings.

As we’ve seen, all of Withings’s devices are designed to work together, and with subscription service Withings+, customers can pull data from all their devices. And the more devices they use, the more accurate their score will become—  and the more benefits they will see.

“It goes without saying that retaining customers after their first purchase in order to introduce them to this wider product range is incredibly important to Withings, and that’s where Shipup comes in.
Our post-purchase solution is the foundation of a long-lasting relationship; one that is built on trust.”

— Ugo Paties, Customer Operations Specialist @Withings

But beyond the trustworthy experience required when dealing with data as sensitive as one’s health, Withings also sought to offer a premium experience that reflected its products. With an average order value (AOV) hovering around €200 and customers still regularly using their devices 10+ years after buying them, a purchase from Withings is one that customers put a lot of time and money into. As such, they expect nothing less than a high-end customer experience to match. The last thing they want to be doing after putting all that effort into a purchase is chasing after customer support because they haven’t received an update about their parcel.

“When a company deals with a matter as important as your health, it’s essential that they offer a proactive customer experience that inspires confidence after purchase–not just before- turning one-time shoppers into loyal customers.”

— Ugo Paties, Customer Operations Specialist @Withings

Solution #1: Proactive email notifications that reassure customers and prompt repeat purchases

In order to offer an exceptional post-purchase experience worthy of their premium brand that will inspire lifelong customers, it was paramount that Withings's CX team update their customers every step of the way after making a purchase. We’re not just talking ‘package shipped’ and ‘package at pickup point’ emails that carriers send, but rather an arsenal of different types of alerts, not least unique smart email notifications that go a step further by proactively alerting the customer when an issue arises.

The HealthTech company has 3 types of smart notifications for when problems come up, all kitted out in Withings's own branding:

  • Late package
  • Package waiting at pickup point
  • No tracking update

And here’s the kicker: these emails are sent automatically when the expected behavior of a package isn’t met. In other words, Shipup’s technology can detect when an event that was supposed to happen doesn’t take place— say the delivery of a package— and systematically sends an email notification reassuring customers after a duration of the e-tailers’ choosing. The length of time after which a smart notification is triggered can even be customized by carrier.

“Everything about Smart Notifications is automated and seamless”

— Ugo Paties, Customer Operations Specialist @Withings

The result? Thanks to proactive notifications about delivery status, Withings increased their ROI by 350%. By optimizing customer support efficiency with automated delivery status emails, the Healthtech e-tailer is able to focus their efforts where it matters most, providing a better customer experience overall.

“We increased ROI by 350% thanks to proactive notifications about delivery status, freeing our customer support team’s time to focus on other customer issues - enhancing the customer experience overall.”

— Ugo Paties, Customer Operations Specialist @Withings

But wait— there's more: Withings’s customer support team were able to reduce the total volume of their tickets by 5% over a year: that’s 600 tickets automatically handled by Shipup. With the volume of tickets reduced, Withings’s customer support team now have more time to focus on other customer issues, such as technical issues or billing discrepancies.

"Thanks to Shipup’s proactive notifications, our customer support team were able to reduce the volume of their tickets by 5%."

— Ugo Paties, Customer Operations Specialist @Withings

But automatically sending smart notifications doesn’t mean that contact between customers and support is entirely cut off. Shipup seamlessly integrates with other customer support platforms, giving Withings’s customer support agents the flexibility to activate notifications for specific delivery issues on these channels and contact customers by email or phone if they so choose, in addition to the smart notification they receive.

Case in point: the HealthTech company has turned on Zendesk tickets for all email notifications sent when there is no tracking update, which often warrants additional communication as it offers customers less visibility than the other two smart notifications.

Withings’s customer support team has even taken advantage of the opportunity to distinguish between standard and severe states for smart notifications, and activate alerts accordingly.

  • Late package alerts are triggered at 10 PM on the day the package was expected to be delivered to the customer or at pickup point.

→ an email is automatically sent to the customer informing them of the late delivery

  • However, severe states are triggered 5-6 days after the expected event was supposed to occur, once the situation becomes ‘extreme’.the e-tailer can even control the exact time a standard or severe smart notification state is activated.

By differentiating between smart and severe states, Withings’s customer support team is able to gain in efficiency as they can choose to only receive alerts for matters that warrant immediate attention.

But worry not: smart notifications parameters aren't set in stone.

  • The e-tailer is able to customize smart states, choosing:

- The number of days it takes for a standard or severe states to be activated, by carrier

- The e-tailer can even control the exact time a standard or severe smart notification state is activated.

Still, even when customer support does have to deal with customer queries resulting from smart notifications, the time spent resolving the incident is massively reduced as the agent already has:

  • All the relevant information about the customer before the exchange (contact details, tracking information)
  • Is already knowledgeable about the issue they’re dealing with before exchanging with the customers.

Beyond smart notifications, Withings is able to choose from 60 activated notifications to reassure its customers, including:

  • When the carrier can't deliver the package for any reason

→ Withings is able to automatically and proactively reassure the customer and get the replacement order ready as soon as possible.

  • Product refused: if the customer has refused the package.

→ Withings is able to contact the customer to obtain the correct explanation for the refusal and

find a way to keep them as a committed customer

  • Awaiting Information from the Shipper: the address given is incomplete and the delivery can’t be done.

→ before it becomes a problem and the product can be delivered as quickly as possible.  

Challenge #2: Upsell across the entire product ecosystem via order tracking pages

One of Withings’s main goals is to have customers make repeat purchases across their whole product ecosystem.

When a customer makes their first purchase from Withings, the company’s hope is that it isn’t their last. In fact, the healthtech company specifically designed its solutions to work together as part of a larger ecosystem. So while a customer may start with, say, a smartwatch, over the years they will add to their collection by purchasing a smart scale, sleep analyzer and blood pressure monitor. Why all these gadgets? Well, all of Withings’ devices are designed to compliment one another, and with its subscription service Withings+, customers can pull data from all their devices. And the more devices they use, the deeper the insights a user can glean– and the more benefits they will see.

“Withings's strength lies in its product ecosystem.”

— Ugo Paties, Customer Operations Specialist @Withings

The problem? While we know that order tracking pages are regularly visited by customers, Withings's customers were being redirected to the carrier's default tracking page rather than their own, making it impossible to extend their branded experience after purchase and highlight their product offering.

Solution #2: Leverage high engagement on tracking pages to increase repurchase across the entire product range

First things first: for every order a Withings customer makes, that customer visits their order tracking page 4,1 times on average. That is an incredibly high engagement rate, and it’s no wonder: when a customer orders a product that both costs a significant amount- their AOV is around £200- and concerns their health, you bet they’re going to keep an extra close eye on their order.

Why does this high tracking page engagement matter? Because for marketers and e-Commerce managers at Withings, this page is a prime opportunity to increase repurchase by cross-sell the HealthTech e-tailer’s entire product ecosystem.

Where do these repurchases come from, you ask? Withings currently has a clickable image on their tracking page, displaying their range of products. Once customers click on the image, they are sent directly to the Withings landing page in a separate tab, where they are able to shop for additional products. The Withings logo also sends customers straight to their website.

The Withings tracking page is accessed anytime throughout delivery straight from all 60 email notification which can be activated, from the initial ‘package shipped’ email all the way to the ‘package delivered. Withings's email notifications themselves have an exceptionally open rate - 73% for the ‘package shipped’ email, 30% higher the average- which contributes to the high number of order tracking page visits.

Challenge #3: Optimize order tracking pages to obtain a clear ROI

Withings's marketing and eCommerce teams were excited to use tracking pages as a new channel for repeat purchases, but one problem stood in their way: how could they measure the performance of this page and prove that the clickable images promoting their product ranges were actually converting?

Understandably, it was all more important to prove their ROI to C-levels considering that post-purchase tracking pages are a relatively new means of cross-selling.

Insights into tracking page performance were also needed for Withings's marketing team to optimize their page: does the image lead to more conversions when inserted in a specific section of the page? Would it be possible to A/B test two different images to see which performs better?

Solution #3: Harness the marketing dashboard to gain granular analysis of tracking page performance

To empower Withings’s marketing team to optimize their tracking page and prove its ROI, Shipup equips them with a marketing dashboard that allows them to visualize the page’s performance in a granular way.

On a dashboard dedicated to analyzing tracking page performance, the marketing team is able to asses:

  • How many repeat orders are placed from the tracking page, with revenue attributed to this page if the customer clicked on a link on the page up to 5 days prior to repurchasing
  • The average tracking page visits per order, which gives a good picture of user engagement
  • If you want to get really precise, as marketers do, they can even see how many orders were placed based on each link within the page.

Challenge #4: Increase number of reviews on Trustpilot and gain actionable insights into delivery experience

It was paramount for Withings that their customers be given a voice when it came to their delivery experience- be it positive or negative. Why? Well, two reasons:

  1. Withings sought to increase the number of comments on review website Trustpilot, helping them gain legitimacy as they continue to expand internationally and rise in search results rankings.
  2. Withings’s customer support team had to find a way to obtain a centralized and actionable overview of their customer’s delivery experience, so as to identify recurring issues and better their delivery experience - after all, you can’t improve upon what you don’t measure.

    Withings’s NPS over the past year stands an admirable 63 points: over 25% above the eCommerce average. Beyond taking note from critical reviews, which are more readily available, Withings’s sought to gather positive feedback to see what they were doing right and build upon it.

Solution #4: Gather tailored feedback to increase website reviews and centralizing this data to improve upon their delivery experience

Let’s start by tackling Challenge #1: increase the number of comments on review website Trustpilot. In an email sent automatically upon delivery, customers are invited to give feedback on their delivery experience by selecting whether they are happy or unhappy from directly within the email. Depending on their choice of satisfaction (happy or unhappy), they are then sent on their merry way to a tailored survey asking for more information about their experience.

Whether the customer is happy with the delivery or not, they are presented with two separate feedback surveys automatically sent within the delivery email: ‘thumbs up’ leads to a survey for satisfied customers, and ‘thumbs down’ to a questionnaire dissatisfied ones. For those satisfied with delivery, having clicked on the ‘thumbs up’ icon in the email, they are then directed to fill in a tailored questionnaire, including their likelihood to recommend the product to a friend or family member on a scale of 1-10, which is then used to calculate the e-tailer’s NPS, and any comments on how the delivery experience can be made even better (because yes, there’s always room for improvement!)

And here’s the kicker: after completing the survey, whether good or bad, Withings's customers are automatically sent to to Trustpilot to publicly share their delivery experience, boosting the number of reviews on the website X3.

With feedback forms sent automatically upon delivery, Withings was able to collect 8,000 feedback forms from clients.

Not to mention that these positive reviews stemming from feedback forms is a goldmine for marketing teams seeking to reinforce their credibility. Beyond being useful on platforms like Trustpilot, these positive UGC highlighting everything from order efficiency to good estimate of delivery time, acting as an incredibly effective marketing material to entice new or repeat purchases when shared on other channels such as their website, social media or white papers.

But what about the negative feedback, you ask? Well, in the very same email sent automatically upon delivery, customers also have the option to click on the thumbs down icon, launching a separate feedback survey for those dissatisfied with their experience.

Customers are then prompted to:

  1. Share their reason for dissatisfaction by choosing from a customizable drop down list

  1. The customer will receive tailored follow-up questions based on the reason for dissatisfaction selected.

    Here are a few examples:
  • Say the product is damaged - the customer is invited to upload an image of the broken product directly on the platform.
  • if a product is missing, the shopper is invited to confirm the product in question by ticking a box- particularly useful when there are several products in an order.
  • If the product was not delivered, the customer is asked to confirm their address, and check whether a courier or neighbor hasn’t picked it up.
  • Regardless of the dissatisfaction reason selected, customers are then given the opportunity to suggest any other areas of improvement in a blank text box, as if they were writing a review on a review website.
  1. invited to rate how likely they are to recommend the brand to a friend or family member on a scale of 1 to 10.

To optimize customer service agents’ time, the CS team can choose when to be alerted following survey competition, and subsequently contact the customer.

In Withings’s case, the Healthtech e-tailer chooses to only notify its CS team when a shopper rates their likelihood of recommending Withings to a friend or colleague, prompting the creation of a Zendesk ticket. FYI, the rule for prompting tickets to the CS team can be adjusted by the retailer at the end of the questionnaire. The client is reassured with a message alerting them that the support team will contact them in due course.

Now, let’s dive into problem #2: obtaining a centralized and actionable overview of customers’ delivery experience. It’s all very well and good to obtain customer feedback via these surveys, but it’s difficult to act upon these reviews if e-tailers don’t have a clear picture of what the data; scattered across thousands of surveys.

Luckily, Withings is able to monitor and improve upon customer satisfaction with a comprehensive dashboard, which notably includes an overall NPS based on these surveys, which Withings can visualise over any given time period - on a weekly or even daily basis.

This overall NPS is based on % of promoters and detractors, identified by a customer either indicating their satisfaction regarding the delivery experience with a thumbs up and corresponding feedback questionnaire, or dissatisfaction with a thumbs down within the delivery email.

Need I remind you that thanks to Shipup’s feedback feature, Withings found that its NPS stands over the past year stands an admirable 63 points: over 25% above the eCommerce average.

Within this feedback, they can:

  • Visualize the satisfied to dissatisfied ratio via a pie chart
  • Easily see the distribution of dissatisfaction reasons on a bar chart
  • View the NPS by carrier, and see by how many points they have progressed over time. This is made possible since Shipup automatically links each feedback survey to the carrier in charge of the order.
“Shipup’s Feedback dashboard helps us a lot to have a better understanding of what a real delivery experience of our customers looks like.”

— Grégoire Lafitte, Data Operations Technical Lead @Withings

From a logistics standpoint, having an overview of NPS by carrier can help renegotiate contracts.

Challenge #5: Reduce costs & customer wait time by enhancing carrier efficiency

Beyond effectively communicating on delivery, from a logistical standpoint Withings wanted to ensure that they were doing everything in their power to improve carrier performance.

The feat? Withings did not have access to tracking data from their carriers, who seldom share this information. Even when tracking data is relayed by carriers, it often varies from one carrier to the next.

So, rather frustratingly, Withings's Logistics team were both:

  • unable to obtain a neutral overview of how long customers are waiting for their products
  • unable to judge which carriers are best suited to ship to which countries

Solution #5: Gain a neutral overview of carrier performance thanks to an objective dashboard

Since Shipup tracks every event from merchants’ carriers, Withings’s logistics team is empowered to access neutral carrier data that they wouldn't be able to access otherwise.

For Withings, the most important metric that Shipup allowed them to track was the shipping delay: the length of time it takes for a package to arrive, from order to delivery.

“Thanks to Shipup we are able to identify the shipping delay for every channel: direct sales or dropshipments for B2B orders”

— Grégoire Lafitte, Data Operations Technical Lead @Withings

By assessing the shipping delay, Withings is able to gain impartial insights into customer waiting times across both its channels:

  • Direct B2C sales
  • B2B dropshipping

The result? Thanks to these carrier insights concerning the order shipping delay, the healthtech company’s logistics team is able to minimize customer waiting time by identifying where the delay can be optimized.

But beyond reducing customer waiting time, the shipping delay data obtained for each carrier by Shipup enables Withings to define which carriers are best suited to specific countries.Case in point: by crossing shipping delay with shipping invoices, Withings was able to verify that they are satisfied with the performance of two of their biggest carriers, and extend their contracts with these carriers, seeing as the:

  • shipping cost is low
  • the shipping delay is short

With carrier data crossed with our shipping invoices, we have been able to map the performance of our carrier and define which carriers are best suited to ship to which countries.”

— Grégoire Lafitte, Data Operations Technical Lead @Withings

What’s more, having insights into shipping delay time is a fantastic way to optimize carrier costs by challenging them on pricing when it comes to contract renewals. Should they see that shipping is proving particularly costly with a long delivery delay, Withings’ logistics team would be in a position to negotiate cheaper rates with the carrier, or if need be, cut the carrier entirely.

Volume of customer service tickets by carrier from Oct 2022 - Sep 2023

Shipup also empowers Withings to track and compare the number of customer service tickets by carrier. Since a higher number of delivery tickets is often associated with carrier issues, such as lost packages or packages sent to wrong pickup points, having insights on the number of tickets by carrier is another easy way to improve carriers costs.

Challenge #6: Reduce support tickets from B2B program recipients and reassure patients post-purchase

In addition to selling to customers with B2C, Withings also needed to craft a post-purchase experience for their B2B market.

What does B2B imply for Withings? Who are these businesses Withings is partnering with, you ask?

Well, Withings’ B2B customers are retail partners that distribute Withings products. Withings's partners notably include health apps offering weight-loss programmes, from the likes of Noom or Eat Right Now.

Trouble is, these retailers often send Withings’s products to their customers as part of their programs. Since customers didn’t place the online order themselves, they were getting confused about where the order was coming from, leading to an increase in customer support tickets. Indeed, many gift recipients were getting in contact with customer support to check whether they hadn’t paid for the Withings product.

Imagine you receive a Smart Scale out of the blue, with a FedEx email and a lone mention of Withings– a brand you haven’t heard of up until now. Particularly for an older clientele who aren’t digital natives, not having a branded, reassuring post-purchase experience that informs them on where they parcel is coming from can be borderline frightening, and will certainly put customers off from purchasing Withings’s products in the future.

“We needed to adapt our post-purchase experience to our partner’s needs.”

— Ugo Paties, Customer Operations Specialist @Withings

Even when the customer did make the purchase themselves, which is notably the case in the US market where the FDA reimburses doctors who buy Withings products in order to equip their patients, a reassuring, branded post-purchase experience is key.

Why? Withings has developed an internal tool called Remote Patient Monitoring which helps doctors monitor patients on a daily basis virtually, instead of having patients come in each month.

As practical as Withings digital technology is, reducing physical checkups with patients can be understandably disconcerting. To remedy this virtual unease, it was paramount that the trusting, close relationship doctors have with their clients in-person be replicated online after making a purchase.

Solution #6: Ensuring a fully branded B2B post-purchase experience

To keep customers fully informed and reassured about their order, Withings’s partners customize their post-purchase email notifications and tracking page to reflect their brand and provide additional context about the order.

‘Shipup allows us to fully customize all our B2B notifications”

— Ugo Paties, Customer Operations Specialist @Withings

Concretely, they:

  • Include the partners’ logo within all email notifications sent after purchase, to reassure them that that the Withings order is coming from a brand, or a medical practitioner that they are already familiar with
  • Add an FAQ section on the tracking page that offers customers context as to why they are receiving the package: who is Withings? What’s in the package?

The result? The post-purchase customer experience is improved, with clients brought close to brands and practitioners. Withings was also able to reduce the number of customer support tickets issued now that customers know exactly why they were receiving their order.

Looking ahead: Sharper delivery estimates, automated carrier claims and SMS notifications

Ensuring smarter delivery estimates to increase customer retention

Withings displays delivery datesestimates directly on their product page thanks to Shipup's Smart Delivery Estimate (SDE) solution

You excitedly receive an order confirmation email from a carrier, only to find out your parcel hasn’t arrived yet. Frustration ensues. For your next order, you decide to give the e-tailer a second chance and cancel all your plans to stay at home to ensure that you receive your order, scheduled for Tuesday. The predicted date is incorrect, and the parcel doesn’t arrive until a few days later – when you’re not at home. That’s it – you’re no longer wasting money on this online retailer that doesn’t respect your time.

Withings wants to make sure that its customers never find themselves in the above situation. That’s why, with Shipup’s Smart Delivery Estimate (SDE) feature, the e-tailer’s e-commerce team aims to increase customer satisfaction by ensuring a more accurate delivery estimate.

But what does a more accurate delivery estimate mean? Well, on one hand it’s precise delivery estimates - with delivery delay estimates that:

  • uses specific algorithms by region (EU, US, France…), rather than adopting a one-size-fits-all approach.
  • takes into account warehouse open and closing times, that can be customized – for example considering openings on Saturdays during peak season.

But accurate delivery estimates are also about being truthful.

For their standard (non-express) carriers, Withings aims to harness Shipup’s SDE feature to display a range of dates, instead of one date they might not be able to stick to. By giving a D+1 estimate, Withings seeks to respect its customers by not overpromising on the delivery date. And there’s a strong demand for it, considering sixty-two percent of consumers say an accurate estimated delivery date is more important than fast shipping.

To optimize delivery accuracy in the long term, Withings is excited to harness Shipup’s automatic detection of the carrier service with the closer delivery date.

Optimizing Customer Support efficiency by automating carrier claims

Carrier claims are incredibly time consuming for customer support teams - you don’t need me to tell you that. The process is tiresome at best - after all, you need to

  • open a dispute
  • go on the carrier website to gather all the tracking information
  • input all that information
  • wait for the carrier to respond
  • constantly check to see if the carrier has responded

… and do the whole thing manually.

Withings’s support team are currently frustrated by how painfully long it takes them to track claims: they need to manually reconnect to each and every carriers’ portals to follow up on Proof of Delivery (POD), for example. Bear in mind that, on average, customer support teams take 6 minutes per claim.

Not to mention that carrier claims are costly: for a merchant handling around 1000 claims per month, the monthly financial loss can be estimated around £27 000 per month due to human resources spent on the claim, COGS of damaged and lost packages, Shipping fees, etc.

With Shipup’s carrier claims tool, Withings’s customer support team aims to file claims 10X faster. How?

  • 90% of the claim form is pre-filled (customer name, address, country, package content, etc.)
  • all of Withings’s carriers are centralized on a single platform
  • customer support teams are notified when the carrier responds: Shipup will let the merchant know if the carrier has responded to the claim via a dedicated Chrome extension. No need to connect to their carrier portal to check if there are any updates.
  • Withings can open claims without leaving their ticketing tool.

Withings’s support team are currently frustrated by how painfully long it takes them to track claims: they need to manually reconnect to each and every carriers’ portals to follow up on Proof of Delivery (POD), for example. Bear in mind that, on average, customer support teams take 6 minutes per claim.

Not to mention that carrier claims are costly: for a merchant handling around 1000 claims per month, the monthly financial loss can be estimated around £27 000 per month due to human resources spent on the claim, COGS of damaged and lost packages, Shipping fees, etc.

With Shipup’s carrier claims tool, Withings’s customer support team aims to file claims 10X faster. How?

  • 90% of the claim form is pre-filled (customer name, address, country, package content, etc.)
  • all of Withings’s carriers are centralized on a single platform
  • customer support teams are notified when the carrier responds: Shipup will let the merchant know if the carrier has responded to the claim via a dedicated Chrome extension. No need to connect to their carrier portal to check if there are any updates.
  • Withings can open claims without leaving their ticketing tool.

And treating carrier claims in an automated fashion benefits the customer, too.

Imagine a customer says they didn’t receive their parcel: currently Withings is having to ask the customer to request proof of delivery (POD) from the carrier themselves. In doing so, they add fuel to the fire of an already negative delivery experience, imposing a burdensome task on them due to an error that was not theirs.

With Shipup’s carrier claims, customers will be spared the hassle of requesting proof of delivery as POD will be automatically requested via the Shipup platform, ultimately increasing customer retention. All contact regarding the claim will take place between Withings’ customer support team and carriers alone, with communication facilitated by a live chat feature that allow customers to:

  • ask carriers to attach photos
  • contest carrier decisions
  • ask for more information.

An added layer of security with SMS order notifications

Up until now, Withings has only been notifying customers about their order via email. But that’s about to change.

The healtech e-tailer’s CX & CS teams are working closely with Shipup to notify customers through a new channel–SMS.

The benefit of notifying customers about their order via SMS is that it’s more effective in preventing theft. Let me explain: particularly in countries like the US, where delivery can be made by simply dropping the parcel in front of your door, customers would take longer to see delivery notifications by email than by SMS. This lag would increase the chances of the package being stolen: say you’re on your laptop you use for professional purposes and haven’t checked your personal email. Having a text message sent as soon as the delivery is made allows our customers to be aware of the delivery quicker than an email notification that takes more time to be read.

Since we are dealing with premium products, it is very important to add a layer of security to our customer experience.”

— Ugo Paties, Customer Operations Specialist

Sending notifications via SMS will ultimately help offer a premium experience. Currently, customers may resort to asking their neighbors to pick up their parcel for them to avoid it being stolen, anticipating that they may read their email notification a while after delivery. As a retailer selling premium products, it’s essential that Withings make the delivery experience as secure and practical as possible with SMS notifications.

Withings has fully harnessed Shipup to improve their performance across for all of their departments, whether it be:

Growth

  • Smart Notifications to increase their ROI by 350%

Customer support

  • Smart Notifications that reduce customer contact rate by 5%

Marketing

  • Notifications to offer a fully branded customer experience
  • Tracking page for marketing teams promote additional products
  • Marketing dashboard to evaluate the ROI of their marketing
  • Post-purchase Feedback forms to gain positive feedback that can be promoted as marketing materials

Customer Experience

  • Post-purchase Feedback forms increase rankings on Trustpilot X2 and improve on their customer experience and promote these in marketing materials
  • Feedback dashboard to gain a global overview of their NPS of 63
  • B2B email notifications to provide provide context about delivery
  • Carrier performance dashboard to reduce customer wait time

Logistics

  • Carrier performance dashboards for logistics teams to optimize carrier performance

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