About the company

FM Logistic is a global leader in the logistics market with 50 years of expertise. The company provides complex supply chains for the FMCG, retail and pharmaceutical sectors. In the B2B segment with long deal cycles, every touchpoint is of critical importance for customer LTV (Lifetime Value).

Problem: fragmented feedback and "blind spots" in the sales funnel

Before collaborating with Revisior, data on customer experience was collected on a point-by-point basis. The main challenge was how to understand buyers at different stages of interaction and turn their feedback into a strategic asset.

Key challenges:

• Absence of data at the pre-sale stage: inability to assess the quality of managers' initial communication.
• The "silent churn" problem: lack of information about why clients were putting orders on pause.
• Need for scalability: necessity to build a unified survey system for potential clients, existing partners and carriers.
• Absence of a unified methodology: need to transition to data-driven management to increase loyalty and company revenues.

Solution: creating an omnichannel customer analytics ecosystem

Together with Revisior, a three-vector data collection model was developed, adapted to the specifics of logistics business.

1. Potential demand analysis (FM Logistic_Prospects)

A native tool was used to measure NPS and quality of initial contact:

• Mechanism: integration of a survey banner directly into managers' email signatures.
• Result: 50 verified reviews collected within a short period. This made it possible to understand how potential clients assess the clarity of proposals and the professionalism of the team even before signing a contract.

2. Reactivation and analysis of churn reasons (Pause in orders)

A separate analytics segment is aimed at clients who have paused cooperation.

• Methodology: Automated email surveys to identify "stop factors."
• Strategic decision: To increase response conversion, integration of a call centre and verification of the alpha name for email campaigns was proposed, which increases brand trust (Open Rate).

3. Regular monitoring of the partner network (Carriers & Current Customers)

Launch of scheduled surveys for existing clients and carriers.

• Goal: creating a complete customer analytics system that allows forecasting partner needs and promptly adjusting service processes.

Expert block: customer analytics as a revenue driver

Customer analytics: how to understand buyers, increase their loyalty and grow company revenues? The FM Logistic case provides clear answers:

• Feedback segmentation. Dividing reviews into "Prospects," "Active" and "Lost" allows marketing and sales teams to act with precision.
• Alpha name technology. Using verified contacts for data collection improves sample quality. The client sees a request from the brand, not from a third-party service.
• Identifying revenue loss points. Understanding the reasons for order pauses allows timely changes to terms or the service model to bring the client back to an active phase.

Results: from feedback to strategic insights

• Systematicity. The first comprehensive feedback collection model was built, covering 360° of B2B interactions.
• Transparency. An NPS profile of communication at the pre-sale stage was built.
• Infrastructure. Technical base prepared for scaling surveys via email and call centre.
• Data-driven approach. Hypotheses for improving operational activities were formed based on real market requests.

Conclusions

For FM Logistic, the collaboration with Revisior became a step towards building a transparent experience management system. Customer analytics helped structure chaotic feedback into measurable indicators that directly impact the stability of partner relationships.

«Systematic feedback in B2B is not just politeness — it's a radar that allows seeing the risks of customer churn before they become critical».

Want to find out how customer analytics can increase your company's revenues? Order a personal Revisior demonstration. We will help you understand your target segments, establish data collection at all funnel stages and turn loyalty into your main competitive advantage.