Known for distributing premium appliances, hengstyle is more than a distributor with sixty years of history. It is a retailer and brand operator committed to innovation. hengstyle has repeatedly driven strong sales through its distinctive product curation, and, sensing the fast pace of market and technology change, moved early on digital deployment by establishing a cross-organizational Digital Transformation Office.
The Digital Transformation Office was established to instill a data mindset across the entire company and help every department adopt the latest digital tools for their respective use cases, enabling frictionless, precise communication with consumers. The tools introduced center mainly on CDP (Customer Data Platform) and marketing automation, and SurveyCake is one of the key tools playing a critical role in hengstyle's marketing automation blueprint.
Let's take a look at how hengstyle threads automation through its marketing to deliver effective service and reach customers precisely.
Listening to Customers on Every Front, with No Gaps in Data Collection
Before using SurveyCake, hengstyle Senior Manager of Corporate Communications Elaine Kuo admitted: "In the past, we had no unified tool for collecting information. Different departments used different tools across different channels, like Google Forms and LINE surveys. Data was scattered everywhere with no good way to store or apply it, and this easily created personal data issues."
The first phase of integration brought marketing automation tools together. By combining SurveyCake with customer touchpoints, hengstyle can capture customer thinking in real time at every key moment, and by further combining this with BI tools and its CDP, data analysis becomes more efficient and decision-making faster. At the same time, data can be effectively organized and integrated with other systems, laying the groundwork for hengstyle's ongoing marketing automation strategy.
hengstyle uses SurveyCake across a wide range of scenarios, with customer satisfaction surveys making up the largest share. One of the core goals of digital transformation is to eliminate customer dissatisfaction and truly listen to what customers think, so proactively sending satisfaction surveys after a purchase experience or after-sales service is extremely important. This includes sending a survey within 24 hours of an in-store purchase to understand the shopping experience, asking whether customers are satisfied within 24 hours of a customer service or in-home service interaction, and proactively asking about repair quality 5 days after an after-sales repair. By placing these touchpoints throughout the customer journey to continuously collect the customer's voice, hengstyle can evaluate the quality of its counters, customer service, and repairs with data, use qualitative and quantitative feedback to optimize internal processes, and prevent potential PR crises.
From Reactive to Proactive: Digging Deep into Purchase Intent
With more than 20 brands under its umbrella, hengstyle regularly runs marketing research through SurveyCake, for example asking in-store visitors during a pilot launch how they feel about a product, what features attract them, and what their possible motivation to buy might be. Elaine noted: "Because of SurveyCake, we shifted from reactive to proactive, gathering the voice of the customer and digging into their deepest expectations." Before launching different products, hengstyle continually runs pre-launch and member surveys to deeply understand the motivation behind each member's purchase. For example, a customer buying a Honeywell air purifier may have just had a new baby, while a customer buying a Coway air purifier may care more about home aesthetics. Through accumulated response data and analysis, hengstyle can further optimize the actual content used to communicate with consumers, even down to visual design, ultimately achieving precise conversion.
SurveyCake Connects to the CDP System, Extending the Survey Ecosystem
Elaine shared that the key reason hengstyle chose SurveyCake was that the system met its need to connect its survey ecosystem. hengstyle values the convenience and extensibility of having customer data collected through SurveyCake connect directly to its CDP platform for integrated analysis. Without needing to ask consumers for basic information again, the backend automatically matches member data and links all the information together, reducing customer aversion to lengthy questions and making them more willing to respond quickly. This lets hengstyle understand the customer journey, analyze each customer's preferences more deeply, and deliver more precisely personalized services and products.
Customer data collected and consolidated across different channels is auto-tagged for segmentation, delivering communication content and methods that match each customer's needs and preferences. hengstyle plans to expand this kind of seamless, automated personalized marketing more broadly going forward.
SurveyCake Supports Digital Evolution While Connecting Every Communication Point
hengstyle has always thought from the customer's perspective, committed to bringing value to customers' lives. In every campaign, purchase, and interaction, it continues to gather the voice of the customer through digital tools, optimizing and creating products, services, and experiences that better fit consumer needs. Under a customer-oriented philosophy, hengstyle has undeniably established a firm footing in the market, and going forward, SurveyCake will continue supporting its enterprise digital transformation and helping the brand build more efficient communication connections.
The SurveyCake Enterprise survey system enables high-quality survey communication, collects feedback effectively under exceptional security protection, and supports the best decisions and revenue conversion, maximizing the combined power of enterprise survey communication.
To learn more about diverse survey applications, or if you are interested in SurveyCake ENTERPRISE, contact us. Fill out the Enterprise trial form and a specialist will reach out to understand your organization's needs and ideas.
