Icebreaker's Customer Engagement Transformation with Zapier and Wufoo

Icebreaker is a clothing brand that was born from a chance encounter with a merino sheep farmer in New Zealand. The company's founder, Jeremy Moon, discovered merino wool in the 90s and realized it was a natural alternative to the synthetic material most outdoor clothes are made of. The wool is biodegradable, lightweight, and comes from a very fluffy but strong breed of sheep who live in New Zealand's rugged Southern Alps range. As the company grew, so did the team, with Joshua Claassen joining as the company's first UX designer over three years ago.

Icebreaker, a clothing brand that uses merino wool from New Zealand, faced a significant challenge in managing and deciphering thousands of customer feedback forms. The company used Wufoo, a tool for creating customized forms, to collect feedback from customers about their shopping experience. However, the process of extracting, formatting, filtering, organizing, and sometimes translating the information from these forms was time-consuming and inefficient. As a result, the customer's voice was only being heard about once a month. The team needed a way to automate this process to ensure that customer feedback was promptly and efficiently addressed.

Icebreaker found a solution to their problem in Zapier, a tool that automates the process of managing customer feedback. Now, every time a customer submits a form, Zapier sends the information to an Excel sheet and notifies the relevant team members via their chat app. This process includes filtering out submissions without comments, translating non-English comments, and sending the translated comments to the team's Slack channel. The comments, along with the region they came from and the rating submitted with them, are also sent to a new row in an Excel sheet. If a customer requests a follow-up, Icebreaker's customer service team is notified in Slack. This automation has not only saved time but also brought the team closer to their customers.

• The use of Zapier has brought about significant operational benefits for Icebreaker. The automation of the process of managing customer feedback has not only saved time but also enabled the team to focus on other initiatives. By sending customer comments directly to Slack, the team can start discussions, raise any red flags, and fix bugs right away. This has brought the team closer to their customers, giving them a real-time sense of what their customers are saying without having to wait for reports to be exported and collated. The team has never felt closer to their customers than they do now, which has had a positive impact on their work.

• The time taken to manage and decipher customer feedback forms has been significantly reduced.

• Customer feedback is now addressed promptly, with the team being notified as soon as a form is submitted.

• The process of translating non-English comments has been automated, saving additional time.