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Patagonia: From Transactional Surveys to a Multi-touch Omnichannel Program

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Join this webinar to learn how outdoor apparel company, Patagonia, has grown their Voice of the Customer (VoC) program. Since the program’s launch in mid-2015, it has grown from a single post-transaction in-store experience survey to an omnichannel program that gathers insights from a wide variety of customer and employee touchpoints.

Patagonia is using customer feedback to impact business decisions such as rolling out new omnichannel fulfillment offerings, investing in customer relationships by closing the loop with retail visitors, and incorporating customer feedback into key product re-designs and launches.

Patagonia currently leverages MaritzCX to survey customers who visit their retail stores and/or contact customer service. Additionally, their program uses customer feedback to help inform decisions made by Patagonia’s product, sales, and environmental teams. During this webinar, Ellen will share examples of the insights that Patagonia has gathered through Voice of the Customer, and how the program has grown and evolved over time.

Ellen Needham is the Omnichannel Insights Manager at Patagonia; she leads the company’s Voice of the Customer program and supports teams across Patagonia with using customer insights to inform decision-making. In addition, she contributes to the company’s strategic and operational Omnichannel initiatives. She lives in Reno, Nevada and spends her free time in the winter skiing (both resort and more recently backcountry) and marathon training.

Sherrie Austin is a Regional Sales Director and has been a CX practitioner for over 25 years.  She has helped many companies evolve in their CX maturity to delight customers and achieve measureable business results.  She lives in Portland, Oregon and has retired from marathon training now that she’s completed one on all 7 continents.


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MaritzCX is the world’s only full-service customer experience company that combines technology, data, and research expertise to make sure the right people in your organization can understand and respond to every customer experience in real time.

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