How an Online Insight Community Powers Vistaprint's Innovation
The Challenge: Increase Speed to Insight & Bring Customers to Life in Greater Color
Vistaprint wanted to turn its slow, low-engagement customer panel into a supercharged online insight community. Their goal was to create efficiencies in the research process to empower teams across the organization to inject the voice of the customer into “quick sprint” work streams. This applied to everything from product development and UX to messaging and customer experience.
Insight By Design was the ideal partner. Over 13+ years, we’ve built a reputation in the industry as experts in building and managing high-performing digital insight communities. We know what it takes to keep members engaged and how to avoid all the most common pitfalls.
Our Solution: A Next-Generation Online Insight Community
We built a new digital insight community from the ground up. We migrated existing members and invited new ones to join our interactive platform rebranded as “Vistaprint Voice.”
Over 8+ years, this community became a go-to resource for answering critical questions from across the business. We created an elegant research intake process that gave stakeholders a direct line to obtaining customer feedback. Instead of waiting weeks to recruit and field a custom project, we could gather illuminating customer insights in near real-time.
Using a wide range of innovative research tools - interactive discussion forums, live chats, video submissions, quick polls, mobile diaries, and more - we gave decision-makers at Vistaprint a window into the complete journey of their small business customers. This included identifying pain points related to getting started with marketing, addressing the unique challenges posed by COVID, and unlocking new product opportunities to meet emerging needs. Our insight community became a true hub of customer learning.
We shared what we learned from the community throughout the organization. We used vivid video highlight reels, engaging infographics, interactive insights via an internal portal, and so much more, to present the information in the most compelling way possible.
Great insights are only great if people get excited to engage with them and absorb the learning. That’s where the real impact happens. By focusing on stellar deliverables and world-class research operations, we made our clients look like real research rock stars.
Our Impact: Superior Customer Connection + a 350% Boost in Member Engagement
The Vistaprint Voice online insight community has been a complete success. Teams that didn’t get a chance to incorporate customer feedback into their process are now doing so regularly. Disciplines across the organization rely on the community to provide critical insights into everything from UX improvements and product assortment to brand campaigns and PR efforts.
On the research operations side, we achieved 97% member satisfaction with incredibly low dropout rates. The success of our online insight community motivated Vistaprint to expand its reach to cover select international markets and to include prospects as well! Our dedicated efforts around member engagement and improving the respondent experience also led to a 350% increase in participation and responses compared to the previous community provider.
Now that’s what you call insights with impact.
“The greatest benefit to having Chris as a partner is his efforts to fully engrain himself in your business and understand the why behind the research.”
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