Indigo

Business Challenge

Indigo’s member engagement team was looking to get even closer to customers to ensure the company was providing experiences and products that truly mattered. But customer feedback wasn’t always available or specific enough to action, making it difficult to prioritize potential ideas. The team needed a better way to engage with customers to build ongoing relationships, gather feedback, and turn loyal customers into advocates.

To truly integrate the voice of customers into the daily processes within the organization, the team knew it would take a dedicated effort to engage and connect with customers on a consistent basis. 

Solution

Indigo partnered with Alida to bring the voice of their customer into the decision-making process. 

They launched the Indigo Innovators community, a private, digital space for customers to provide feedback with the Indigo team. In addition to providing insights, participants receive exclusive content and invitations to special events and get the satisfaction of knowing their input matters. Survey engagement with the Indigo Innovators community is well above average and has exceeded internal benchmarks, allowing the team to get fast feedback on specific topics.

Responses from the community have a direct impact on many cross-functional areas of the organization. Feedback from customers has informed strategy and planning on product assortment, store design, online services, marketing programs, and more. It also provides deep insights into the motivations of customers and experiences they have with the brand as Indigo grows into new and exciting categories.

In addition to quantitative surveys and open-ended question analysis, the team leverages Alida to help recruit focus groups and conduct video interviews to allow Indigo to truly capture feedback in the language of the customer. Now, instead of simply reporting numbers, the Indigo team is able to include verbatim customer comments in their reports, so leadership can get a full picture of the thoughts and opinions of customers.

Results

Two-way communication allows Indigo to better understand customer needs and expectations. They use community insights to look forward strategically as they grow, putting customers at the forefront of decision-making.

The team at Indigo is now able to paint a more vivid picture of what customers are thinking and feeling, with important context that makes an impact. They are able to test concepts, gather feedback on new product categories, and create awareness around new initiatives. They can now get pulse checks in real-time, making it easier to inform projects still in the development stage, while previously, feedback might have come months after launch. 

For the membership engagement team, the greatest value comes from being able to bring the voice of Indigo customers throughout the entire organization. Customers now have a seat at the table and their passion for the brand makes an impact on how Indigo grows and evolves into the future.