Building a Global Feedback Engine: The CooperVision Story
Voice of the Customer programs only work if customers actually respond. CooperVision, a global leader in soft contact lens manufacturing, partnered with Atrium to replace lengthy, low-response surveys with a Salesforce-based “quick-survey” model, driving response rate gains of up to 10% during pilot and building a foundation for global scale.
A unified vision for the Voice of the Customer
As a global leader in soft contact lens manufacturing, CooperVision, Inc. (a unit of The Cooper Companies) operates at a massive scale. With products sold in more than 100 countries, their commitment to quality is evident in every region they touch, from their headquarters in California to distribution hubs in the UK and Belgium.
However, when a company operates on such a global stage, maintaining a pulse on the “Voice of the Customer” (VoC) requires more than just standard surveys; it requires a unified, collaborative vision. That’s why CooperVision chose Atrium as a strategic partner to design and implement a best-in-class feedback management ecosystem.
CooperVision specifically needed a customer-centric survey solution that provides insights across CVI’s touchpoints in order to generate a better understanding of NPS/CSAT/VoC and implications to achieve annual targets.
Designing for global complexity and local nuance
The primary objective of our engagement was to move beyond static data and create an organizational “drumbeat” of feedback. Historically, the client’s strategy relied on lengthy surveys with low response rates. By transitioning to Salesforce Feedback Management, we aimed to pivot toward a “quick-survey” model to boost engagement and create a closed-loop system in which every customer touchpoint is meaningful.
The success of this initiative depended on a blend of global strategy and regional expertise. The project initially worked with the DACH (Germany, Austria, Switzerland) and France markets to test this new approach. We knew that for a survey solution to be truly effective, it had to be co-authored with the people who know those customers best.
Through collaborative workshops with regional teams, we gathered requirements that spanned multiple languages and diverse cultural expectations. This localized, user-centric approach yielded immediate results: during the pilot phase, certain regions saw response rates surge by more than 8–10%, validating the strategy’s effectiveness.
Synchronized vision: navigating priorities together
One of the most defining characteristics of this partnership has been CooperVision’s commitment to open and constant communication. In any global engagement, priorities can shift rapidly, and success depends on how quickly a team can adapt.
Throughout the project, CooperVision consistently communicated key strategic priorities during regular standups and planning sessions. This transparency gave our team the insights necessary to provide meaningful recommendations, allowing us to pivot nimbly as business needs evolved.
By keeping us informed as to the “why” behind their objectives, CooperVision enabled our team to apply our capacity to high-value activities, ensuring that every development sprint was aligned with their long-term vision.
Our “one-team” approach
At Atrium, we believe the most successful projects happen when the line between “vendor” and “client” disappears. Throughout this engagement, our team functioned as a fully integrated extension of the CooperVision team.
Several key pillars defined our shared delivery methodology:
- Agile Precision: We utilized a structured Microsoft Teams and JIRA environment to centralize communication and documentation. This provided total visibility for all stakeholders into every phase-from development and QA to user acceptance testing (UAT) and production.
- Seamless IT Coordination: Launching a pilot for multiple regions requires tight alignment. We worked hand-in-hand with CooperVision’s IT support teams to manage deployments, ensuring a smooth, “one-team” approach to the pilot go-live.
- Feedback-Driven Evolution: During the pilot, we didn’t simply “go live.” We conducted demonstrations for different regions, gathering feedback and adjusting our approach in real-time to meet localized needs.
- Strategic UAT & Documentation: To ensure long-term success, we provided hands-on guidance during the UAT phase. We also prioritized high-quality documentation, ensuring that the knowledge gained during the pilot remains a permanent asset for CooperVision.
The Atrium difference
After a dedicated collaboration, we successfully launched the production pilot. This was more than a technical win; it was a strategic milestone. By taking “Go/No-go” decisions based on real market feedback, CooperVision was able to ensure that only the most effective, customer-centric features moved forward into the next phase of the rollout.
Our regular retrospectives allowed us to capture “lessons learned” at every turn, turning every challenge into a stepping stone for future global expansion.
“Atrium has been a brilliant business partner to solve for our Voice of the Customer programme. They understood our business requirements, brought Salesforce expertise, and were very considerate in their approach. The result was a scalable and sustainable solution.”
— Zoe Bull, Senior Director Category and Customer Enablement EMEA & Project Sponsor, CooperVision
The success of the CooperVision engagement is a testament to what happens when expertise meets transparency. By combining CooperVision’s industry leadership with Atrium’s strategic delivery methodology, we have built more than just a survey tool—we’ve built a foundation for deeper, more meaningful customer relationships worldwide. With this successful collaboration, we look forward to many more years of shared achievements and innovation.
