CXM Consulting

TUMI

OVERVIEW:

TUMI is a global premium lifestyle brand known for high-quality travel, business, and lifestyle accessories. With a strong focus on design, performance, and durability, TUMI serves a discerning, global customer base where digital experience and post-purchase engagement play a critical role in driving loyalty and repeat purchases.

Seasalt

OVERVIEW:

Seasalt is a UK heritage-inspired clothing and lifestyle brand rooted in Cornwall, known for thoughtfully designed, high-quality apparel and accessories. With a strong online and retail presence, customer experience and online reputation are central to maintaining brand trust and growth.

APPROACH:

Implemented post-purchase and cart-abandonment feedback programs alongside additional customer surveys to capture insights on both product and website experience. The collected feedback was consolidated into executive-level dashboards and reports, supported by advanced text analysis to surface sentiment, emotions, and key experience drivers.

RESULT:

The program provided TUMI with clear visibility into customer feedback across both product and digital experience touchpoints, surfacing friction points that were previously difficult to identify. Executive teams gained structured insights into sentiment, emotional drivers, and key experience themes, enabling more informed discussions around website optimisation, customer retention, and overall experience improvement.

APPROACH:

Designed and implemented an online reputation management system that consolidated customer reviews from multiple platforms into a single view. The system applied advanced text analysis to assess sentiment, emotions, effort, and recurring experience topics, with insights surfaced through a centralised dashboard for ongoing CX analysis.

RESULT:

The system gave Seasalt a consolidated and structured view of customer feedback that was previously fragmented across platforms. The CX team gained clear visibility into sentiment, emotional drivers, recurring themes, and effort-related issues, enabling more confident prioritisation of experience improvements and a more proactive approach to managing online reputation and customer experience.