From 8% to 19% CSAT: How Supertails captured feedback, reduced response times, and strengthened customer loyalty with SurveySparrow

Goal

Supertails set out to build a pet-first ecosystem where every pet parent feels their animal is treated as part of the family. With offerings spanning food, pharmacy, and clinic services, the company wanted to ensure that every interaction from product selection to post-purchase support was personalized.

The goal was to make customer experience the organization’s top priority by capturing feedback across all channels, tracking satisfaction in real time, and turning insights into actionable improvements. Supertails aimed to unify multiple feedback platforms, reduce response times, and enable department heads to close the loop on every complaint, ensuring no customer concern went unresolved.

At Supertails, we eat, breathe, and sleep CX. We wanted to listen to our customers, understand where we were falling short, and ensure every pet parent’s journey with us felt thoughtful, responsive, and personal.

Challenges

Before adopting a structured system, Supertails relied on multiple disconnected channels—social media, email, SMS to collect customer feedback. This made it difficult to track issues, assign accountability, or identify recurring patterns across departments. Follow-ups were often delayed, and response times could stretch to days, leaving some pet parents frustrated.

As the business expanded across e-commerce and healthcare services, these gaps became more pronounced. With a growing number of touchpoints, understanding the full customer journey and ensuring every concern was addressed in real time became critical. In a space where pets are treated as family, inconsistent CX risked eroding trust and loyalty.

"With feedback coming from so many places, it was hard to get a complete picture and act quickly. We needed a system that could bring everything together, help us track issues, and ensure every pet parent felt heard."

Solution

Supertails leveraged SurveySparrow to strengthen their customer experience by centralizing and acting on feedback across multiple channels. Social media comments, emails, and SMS responses were all brought onto a single platform, allowing the CX team to monitor satisfaction levels, identify trends, and detect recurring issues efficiently. Custom dashboards made it possible for department heads to visualize CSAT patterns, track response times, and assign accountability, ensuring that every complaint was addressed systematically.

The team also made extensive use of SurveySparrow’s customizable, mobile-friendly surveys to capture structured feedback at key points in the customer journey—post-purchase, product delivery, and support interactions. Analytics and reporting features helped them convert raw responses into actionable insights, uncovering specific pain points and shaping improvements across products, services, and workflows. Traceability features allowed the team to close the loop on every dissatisfied customer, while survey scheduling and automated reminders improved coverage and consistency of feedback collection.

By combining these features with their own weekly review meetings, cross-department collaboration, and proactive follow-ups, Supertails was able to make CSAT the centerpiece of their CX strategy and continuously refine the experience for every pet parent.

“SurveySparrow gave us the structure to turn feedback into action. By tracking CSAT, identifying patterns, and closing the loop on every concern, we could improve every interaction for our pet parents while keeping CX at the core of our operations.”

How we hit the mark

• CSAT survey

• Real-time dashboards

• Send reminders

• Email share

• Close loop management

Results

With SurveySparrow, Supertails saw measurable improvements in customer satisfaction and operational efficiency. CSAT scores more than doubled, rising from 8% to 19%, reflecting stronger engagement and happier pet parents. Response times for social media escalations and other queries dropped sharply from two days to just a few hours, ensuring timely and meaningful interactions.

Coverage of post-transaction feedback also improved, reaching 18%, significantly above the industry average of 7%. By consolidating feedback and closing the loop on every concern, the team was able to identify recurring pain points, assign accountability, and take targeted actions that directly enhanced the pet parent experience.

With structured insights now embedded in their CX workflow, Supertails can continuously prioritize efforts where they matter most, strengthening its pet-first ecosystem and making CX the company’s biggest differentiator.