Customer Experience Transformation / Southeast Asia (Emerging Markets)
From Transactional to Relational: Redesigning the omnichannel journey for a leading lifestyle retailer
A lifestyle retailer needed to rebuild loyalty by joining digital and physical customer journeys into one coherent experience.
At a glance
The measurable readout.
In Net Promoter Score (NPS) within 9 months
In customer churn rate across digital channels
In average order value via personalized cross-channel journeys
Client context and business challenge
The Challenge
The client, a premier lifestyle and apparel retailer with over 60 physical outlets and a growing digital storefront, was facing a loyalty crisis. While initial acquisition remained high, repeat purchase rates were falling. Customers found that promotions available online were often rejected in-store, and support teams lacked visibility into shoppers' digital history.
Beyond technical silos, there was a significant empathy gap. The organization viewed customers through transaction IDs rather than human experiences. Internal staff were incentivized mainly on sales volume, producing pushy service that alienated modern high-value shoppers. The client needed to shift from a brick-and-mortar mindset to a customer-centric, digitally enabled culture.
Strategic methodology and execution
Our Approach
- 01Voice of the Customer (VoC) Deep-Dive: Conducted 50+ ethnographic interviews and analyzed 10,000+ support tickets to identify the Five Friction Points.
- 02Omnichannel Persona Development: Created data-backed personas focused on Jobs-to-be-Done and emotional drivers.
- 03Moment-of-Truth Gap Analysis: Mapped the end-to-end journey to identify where digital-to-physical handoffs were failing.
- 04Service Blueprinting: Designed a future-state service blueprint integrating front-end staff behavior with back-end technical processes.
- 05CX Culture Enablement: Rolled out Human-Centered Service training for 500+ retail associates to align employee behavior with the new brand promise.
Implementation details and technology stack
The Solution
The process
We implemented the Stravence CX Excellence Framework, shifting focus from issue resolution to proactive engagement.
This included a redesigned return policy and an automated closed-loop feedback system to resolve negative experiences in real time.
The tech stack
Qualtrics XM
Used for real-time sentiment tracking at every digital and physical touchpoint.
Zendesk Sunshine
Created a unified 360-degree customer view, helping store associates see online browsing history and preferences.
Braze
Powered personalized, behavior-triggered engagement campaigns across app and physical-store journeys.
Measurable outcomes and business impact
Results & ROI
NPS Breakthrough
Moved from a baseline of 12 to 50, indicating a significant shift from detractors to promoters within the regional market.
Customer Retention
Streamlining the digital-to-store return process increased second purchases within 30 days.
Operational Efficiency
Integrated CRM data helped support teams resolve inquiries faster, reducing cost-to-serve while increasing satisfaction.
Employee Advocacy
Internal surveys showed staff felt more empowered and less stressed due to clearer service guidelines and better tools.