The Challenge
Fulva.in, a fast-growing online confectionery business in India specializing in premium Halwa sweets, struggled to retain customers despite its strong product quality. The absence of structured feedback collection left the company relying on sporadic, anecdotal insights to understand customer experiences. Their Net Promoter Score (NPS) revealed a high number of detractors, but the reasons remained unclear. Additionally, they lacked consistent month-on-month data to track customer satisfaction (CSAT) and identify trends. This void hindered their ability to address operational issues and capitalize on growth opportunities, such as tailoring product offerings or optimizing marketing strategies. Recognizing the need for a systematic approach, Fulva.in partnered with NumeroCX to implement a structured Voice of Customer (VoC) program aimed at uncovering customer pain points, improving satisfaction, and enhancing loyalty.

The Work
Numero CX crafted and executed a VoC program for Fulva.in with a focus on gathering actionable insights. The initiative began with designing customized surveys to measure NPS, CSAT, and Customer Effort Score (CES), seamlessly integrating these tools across Fulva.in’s online platforms and email campaigns. Regular monthly feedback cycles were established, enabling real-time tracking of key performance indicators and identifying recurring themes, such as concerns about packaging quality and demand for new flavors. The analysis revealed actionable insights, including a desire for eco-friendly packaging and sugar-free options. Based on these findings, NumeroCX provided a detailed roadmap to enhance packaging materials, streamline delivery times, and launch a low-sugar Halwa variant to better meet customer expectations.

The Result
The VoC program brought transformative results for Fulva.in, strengthening its customer loyalty and market position. Over six months, the NPS score increased by 35%, with a notable reduction in detractors and a rise in promoters. CSAT scores improved by 28%, reflecting customer appreciation for enhanced packaging and new product offerings. Additionally, repeat purchases grew by 20%, fueled by targeted marketing and improved customer experiences. These changes established Fulva.in as a customer-centric brand, creating a competitive edge in the confectionery market and solidifying its reputation for prioritizing customer needs.