GNC Adopts Verint Experience Management for Omnichannel Customer Experience Strategy

Customer experience management is a concept many companies struggle with today. While they know what the framework should look like, putting it into play represents a much bigger challenge, and most organizations today struggle to make positive changes in their customer satisfaction rates. It may be because they lack the certainty about where and how to prioritize improvements, or the relevant insights necessary for each stakeholder to do their job — tactical hot fixes, operational changes, or strategic investments.

Wellness brand GNC has more than 3,000 locations in the U.S. and Canada, and the company prides itself on meeting the growing and fast-changing needs of its customers. The company saw a spike in demand for its products in 2020 as locked-down North Americans sought products to boost their immunity during the COVID-19 pandemic. While store visits declined – an experience many retailers faced – digital sales shot way up. At the same time, the company had to transition many of its contact center workers to home-based work.  

GNC recently chose Verint (News - Alert) Experience Management as a platform on which to build its omnichannel strategy to provide consumers with the ultimate shopping experience. Verint Experience Management captures actionable and diagnostic digital experience data to drive improvements across the organization. It enables organizations to gain a deeper understanding of customer and employee sentiment and behaviors to unlock hidden opportunities.

Verint Experience Management equipped GNC with improved customer data collected via digital feedback sources and combined with data in its CRM platform. GNC’s ecommerce group was able to form a digital triage team, empowered with vital insights into customer experience related to its website. Improved find-and-fix processes helped fulfillment teams handle surging online orders, keep up with high demand and overcome pandemic-related shipping and contact center challenges.

"The solution enabled our ecommerce team to implement an effective, accurate, real-time digital triage system that has been invaluable in identifying customer service issues related to online credit card payments, product issues, the effectiveness of promotions, and more,” said Chadwick Hamby, VP of eCommerce operations and solutions at GNC, in a statement. “This visibility across the organization at every level—tactical, operational and strategic — has enabled GNC to save sales and make a positive impact on the customer experience, which is our top priority."

Edited by Luke Bellos