Purina PetCare
Purina select DigiDesk for Multi-Channel CSAT, with Advanced AI to provide real-time feedback to Agents after every interaction.
Purina PetCare is a leading global pet care company, part of Nestlé, known for producing a wide range of well-known pet food brands.
The UK team is contacted by over 40,000 consumers every year and is staffed by highly experienced professionals, veterinary nurses, and customer service experts.
They are available to offer advice and support on a wide range of pet care issues — from health and nutrition to training and socialisation — as well as information about Purina products and services.
The Requirement
Purina required a multi-channel CSAT solution, covering their primary customer contact channels — voice, email, social media, and WhatsApp.
They needed to easily transfer customers into both voice and digital surveys, using a consistent set of questions, and capture a free-text comment at the end of each survey.
It was very important to Purina to provide that feedback in real-time to each individual agent.
For voice comments, they wanted to explore the use of Artificial Intelligence (AI) to automatically transcribe each comment in real-time and provide a summary of customer feedback across both voice and digital surveys.
The Solution
The DigiDesk team worked collaboratively with Purina to create a consistent set of customer surveys across all contact channels — voice, email, social media, and WhatsApp.
It was crucial to follow brand guidelines for the design of each survey, and we worked closely with agents to train them on how to transfer customers into the appropriate survey.
We also set up individual dashboards for each agent, enabling them to easily track their own customer scores and comments.
For voice comments, AI was used for real-time transcription, with generative AI providing concise summaries of each comment to stream directly onto their dashboards.
This has helped agents feel more engaged in the feedback process, fostering continuous improvement and a deeper understanding of the Voice of the Customer.
The Results
“The DigiDesk platform has made a real difference for us, giving us great insight into our Voice of the Customer.
With the introduction of AI, agents can now get feedback immediately after every interaction, and the wider team have full access to the feedback through the platform — saving us time, money, and effort.”
Sam Richards // Nestlé | Purina
