Praktijkvoorbeeld: Vertrouwen Herstellen in de Luchtvaart

Tijdens een periode van intense operationele druk ervaarde deze Premium Department Store Chain ongekende feedback van klanten. Waar traditionele analyses enkel een toename in ontevredenheid toonden, onthulde de entity-based API van Sentor de werkelijke oorzaak.

De Uitdaging

Het merk ontving massale feedback via diverse kanalen. Oudere systemen konden echter niet differentiëren tussen oppervlakkige klachten en structurele operationele faalpunten. Het leiderschapsteam had diepgaande diagnostiek nodig, niet zomaar een NPS-score.

Sentor's Diepgaande AI-Analyse

Sentor implementeerde direct de diepe AI-analyse en isoleerde de volgende kritieke bevindingen uit de rauwe data:

1. Management Diagnostiek

Merkgezondheid is Kritiek. The organization is systematically failing customers across critical post-purchase touchpoints, resulting in significant financial loss for customers, repeated violations of consumer law, and severe reputational damage. The most alarming insight is the pattern of refusing refunds for lost return shipments despite proof of delivery, with customers suspecting fraudulent activity.

2. Kernoorzaken

Failed Fulfillment & Claims Management

Fout: Customers experience chronic issues with undelivered orders and lost return packages, for which refunds are systematically denied, often with the company explicitly citing customer responsibility or overriding consumer law.

Bewijs: "My order never arrived but I got NO notification until I reached out to the CS, then they told me my order will never be shipped so I better get a refund." (Doc 8); "Return packages somehow end up 'lost' on their way back to the store. What follows is an endless runaround with customer service. In the end, you are not refunded because your shipping receipt is deemed meaningless." (Doc 4); "[The Company] refuses to investigate a return package worth €466 that is still with [The Company] since end of November... they also refused to acknowledge the consumer law in NL where when a proof of shipment is provided, they have to refund within 14 days." (Doc 45)

Kernoorzaak: [Policy Gap] & [Service Fout]

Zakelijke Impact: Churn, Revenue Loss, Legal Risk, Reputation

Product Quality & Order Accuracy Deficiencies

Fout: Customers consistently receive damaged, incorrect, or defective products. Resolution attempts are met with refusals, often citing items being "opened" or "return date passed," even for factory defects or store errors.

Bewijs: "I had been sold a different fragrance — Aerin Le Soir, instead of Le Jour, which I had selected! ... There were no apologies from the store, and I was denied both an exchange and a refund on the grounds that the perfume had already been opened." (Doc 5); "I ordered an expensive set of porcelain plates and 8 cups. ... 1 of them was broken when I opened the box. A second cup was a totally different item than what I bought." (Doc 7); "The left shoe has some problems with the sewing. ... It’s clearly a factory problem and nor [The Company] nor Veja can do anything about it." (Doc 33)

Kernoorzaak: [System Error] & [Policy Gap]

Zakelijke Impact: Verloop, Reputatie, Revenue Loss

Inconsistent & Unprofessional Customer Service

Fout: Customer interactions are characterized by unresponsiveness, inconsistent information, rude/dismissive staff, and a failure to provide viable solutions or escalate issues appropriately.

Bewijs: "Awful and completely unresponsive customer service!!" (Doc 2); "Each email is answered by a different representative who seems unfamiliar with the previous correspondence." (Doc 4); "When I was explaining the case a woman at the customer service suddenly said: I don't hear you and hung up on me." (Doc 13); "The workers in the store tried to gaslight me and did my hair harshly to show “how its done”" (Doc 50)

Kernoorzaak: [Service Fout]

Zakelijke Impact: Verloop, Reputatie

3. Meest Schadelijke Klantfeedback

Citaat: "[The Company] not only keeps my money but also probably declares damage claim for the packages. that is twice the money. This is a scandal!" (Doc 9)

Inzicht: This quote directly accuses the company of financial malfeasance, encapsulates the severe monetary and trust breakdown, and indicates a perception of systemic fraud rather than mere incompetence.

4. Herstelplan

Direct (24h): Identify all customers with proven lost returns (shipping receipt, carrier confirmation) and immediately process full refunds, communicating proactive resolution.

Procesverbetering (30 days): Overhaul return and refund policies to align with EU/Dutch consumer law. Implement mandatory training for all customer service agents on new policies, de-escalation, and professional communication.

Structureel (90 days): Invest in advanced logistics tracking/integration with carrier systems to ensure real-time visibility for all shipments. Establish dedicated quality control checkpoints for incoming and outgoing orders to minimize product defects and mis-shipments.

De Transformatie en Resultaten

Door gebruik te maken van Sentor's Herstelplan, kon de organisatie direct de processen en policies aanpassen. Binnen 90 dagen werd het sentiment omtrent klantenservice aanzienlijk verbeterd en operationele defecten effectief gereduceerd. Het merk kon datagestuurde beslissingen nemen in plaats van giswerk.