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Yankee Candle · Newell Brands

Yankee Candle builds a CX-focused program & ROI

How weekly CX Insights, quarterly UX research and A/B testing built a customer-first culture at Yankee Candle.

Headline result
400+
opportunities for improvement identified
With more delivered every week
Client
Yankee Candle (Newell Brands)
Industry
Solutions
Tech used
Fullstory, Bizrate, Userlytics, AB Tasty (now Wingify)

The challenge

Yankee Candle, a beloved home fragrance company, has increased its focus on the user experience of its direct-to-consumer website, to better understand customer interactions and areas for improvement.

The brand sought a regular flow of accurate data about how well its digital experience was serving customers’ needs, and where it was falling short. It had limited visibility into UX breakdowns, particularly from a qualitative perspective.

Session replay analytics (Fullstory) and voice of customer tools (Bizrate) were generating customer experience data and feedback, but extracting insights efficiently and acting on them remained a challenge.

By the numbers
400+
identified opportunities for improvement
40+
experiments generated from CX Insights
5–10
priority insights delivered per week

How CXperts helped

01

Turning a stream of data into insight

Yankee Candle partnered with CXperts to interpret, synthesize and act on a growing stream of quantitative and qualitative CX data, through ongoing weekly CX Insights reports, quarterly UX research and client-identified UX breakdowns.

02

Prioritizing by impact

CXperts analyzes these findings and their associated impact, then recommends fixes and priorities to the Yankee Candle team.

03

Testing, fixing and measuring

CXperts then collaborates with cross-functional stakeholders to launch A/B tests and deploy fixes, and measures the long-term value achieved.

“The CXperts team has been an amazing group to work with. They have helped us identify points of friction in our consumer experience, with real $ impacts and recommendations for how to best solve them. The partnership and accountability they take in our business has been incredible.”
Tambi Younes, Sr. Director, Product, UX & Digital Experience, Newell Brands

The results

A CX-minded culture has been adopted: the end-user perspective is now part of surfacing and solving real customer issues and informing changes, replacing opinion-based decision-making.

More than 400 UX breakdowns have been identified and prioritized for improvement, with more delivered weekly, and more than 40 A/B/n tests have been launched to involve customers directly in improving CX. Measurable revenue gains have been realized, and the CXperts program has achieved and maintained a strong ROI multiple.

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