Caci is a leading provider of medical aesthetics services, operating a franchise model across New Zealand. They offer a range of treatments including anti-wrinkle injectables, laser hair removal, and body shaping services. These treatments are delivered via subscription where customers sign up to a treatment plan which can then be paid for in installments. Chief Experience Officer, Emily Stevenson, has been instrumental in driving the company's focus on customer experience and engagement.
Caci places a strong emphasis on collecting customer feedback, recognizing that "feedback alone doesn't matter if you don't do anything with it." The company has implemented a seamless, user-friendly survey process to gather Net Promoter Scores (NPS) and other valuable insights from its customers. But the team at Caci doesn't stop there — they actively respond to this feedback, using it to drive improvements and transform the business.
"The only way you transform the business is by actually acting on the feedback," Emily said. The company has built a robust case management system to ensure that customer feedback is channeled to the right teams and acted on in a timely manner. This strategy applies whether it's addressing individual concerns or implementing broader changes.
As a membership-based franchise business, Caci faces unique challenges in aligning its clinics and ensuring a uniform high-quality customer experience across all franchise locations. They created a comprehensive "flywheel" model to measure and improve franchise performance.
“Caci is a trusted leader in the aesthetics industry. While we focus on delivering skin confidence through our treatments, it is equally important to make our customers feel valued and cared for. The experience customers have in our clinics is a critical part of our model, and we work closely with franchisees to ensure they meet our high standards,” Emily said.
The model includes reporting, customer management, and setting objectives to continuously improve. Benchmarks are set and Caci we work closely with any clinics falling below benchmark to provide support and guidance.
Customer experience is central to Caci’s culture, with customer insights shared across the company through monthly newsletters, and company meetings, all the way up to the board meeting.
To further drive customer-centric behavior, Caci has implemented an innovative incentive scheme called the "Caciverse." This program rewards customer-facing teams, such as estheticians and clinicians, for delivering exceptional customer experiences, as measured by positive feedback and NPS scores.
"We wanted to be able to incentivize all roles and in all activities in clinic," Emily said.
By aligning employee incentives with customer satisfaction, Caci has been able to increase engagement, fostering a culture of customer-centricity and continuous improvement across its franchise network.
Caci's focus on customer feedback and responsiveness has paid dividends in the form of higher NPS scores, increased referrals, and improved customer retention.
“Excellent customer experience not only helps in customer retention but also in acquiring new customers through referrals. For us, it's all about building long-term relationships with our customers," Emily said.
By consistently delivering on this promise, Caci has built a loyal customer base, poised for continued success in the years to come.
