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Yankee Candle · Newell Brands

CXperts turns VoC into ROI with Yankee Candle

How weekly reports pairing customer feedback with session replay give Yankee Candle 5–10 priority insights every week.

Headline result
5–10
priority insights delivered every week
Client
Yankee Candle (Newell Brands)
Industry
Solutions
Tech used
Fullstory, Jira, Bizrate

The challenge

Yankee Candle, a beloved home fragrance company, has an ongoing focus on evaluating the user experience of its direct-to-consumer commerce website and understanding how customers interact with it.

Yankee Candle sought to continuously evaluate how its online experience serves customers’ needs and expectations. Investments in session replay and voice of customer tools had been effective in providing data and feedback, but extracting insights efficiently remained a challenge.

Yankee Candle partnered with CXperts to consolidate, understand and act on the large and ever-growing amount of data.

By the numbers
400+
identified opportunities for improvement
2–3
weeks from brief approval to insights
5–10
priority insights delivered per week

How CXperts helped

01

Weekly CX Insights reports

Through weekly CX Insights reports, CXperts points out key findings and recommends areas of the customer experience to improve, taking both a quantitative and a qualitative approach.

02

Session replay meets customer feedback

Using Fullstory, CXperts looks at different user segments, website metrics and user flows to understand where users experience friction on the Yankee Candle site. This quantitative analysis pairs with insights from voice of customer feedback to measure impact and importance.

03

From recommendation to implementation

CXperts analyzes and consolidates these insights to offer the most valuable recommendations to the Yankee Candle team, and collaborates on seeing them through to implementation.

“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

Customer comments often lead to actionable insights that CXperts investigates further with session replay: how many users are affected, the effect on conversion, and how these friction areas improve or worsen over time. The resulting insights are grounded in both qualitative and quantitative research.

Through this process, Yankee Candle receives a report each week full of actionable steps to improve its website to meet users’ needs.

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