Consumer Electronics & Health Technology
How Philips Doubled Sales & Saved €600K by Making Feedback Their #1 Priority
The inside story of how one bold, shared vision and our VoC solution transformed Philips from guesswork to greatness.
How Philips Doubled Sales & Saved €600K by Making Feedback Their #1 Priority
The inside story of how one bold, shared vision and our VoC solution transformed Philips from guesswork to greatness.
Savings per year on external market research and internal reporting costs
Number of products with an average online rating of 4.3
Increase in sales of new products
When Philips' CEO Frans van Houten stood before the executive leadership team in 2015, his announcement would reshape the company's entire approach to product development. "We are committed to learning from our customers to design solutions they want with speed, quality, fairness, and integrity," he declared, making customer feedback analysis the #1 priority for the entire brand.
With over 10,000 SKUs and reviews pouring in from 95+ channels across 56 countries, Philips faced an enormous challenge: how to turn this vision into reality and truly hear the voice of the customer—clearly, consistently, and globally.
Enter Wonderflow. What began as a pilot project analyzing 250 products transformed into a company-wide revolution. Today, Wonderflow stands as Philips' sole global partner for Voice of the Customer analytics, with:
This comprehensive adoption has embedded customer feedback into Philips' DNA, supporting the CEO's goal of having customer insights drive every major decision.
The results speak for themselves. Through systematic VoC analysis, Philips has achieved:
Real-world improvements tell the story: the Bagless VC 3000 series saw ratings jump from 4.2 to 4.6 stars after engineers used feedback to redesign the filter component, while the flagship S77xx shaver climbed to 4.58 stars following shaving head optimization based on customer insights.
Philips' portfolio of successful products (4.3+ stars) grew from 30% to nearly 60%, surpassing Executive Committee targets through VoC-driven actions.
Philips’ flagship S77xx shaver was already a top performer—but the product team believed it could do better.
Using Wonderflow, Philips analyzed over 9,600 reviews that gave them enough meaningful insights to act accordingly, such as:
Philips isn't just using Wonderflow—they're living it. From NPD strategy to competitive benchmarking, from messaging optimization to customer journey mapping, the platform has become integral to how Philips builds better experiences. By making customer feedback their north star, Philips has not only improved products but transformed their entire approach to innovation.
Your Turn: Make Feedback Your Superpower
Join Philips—and other global leaders—who use Wonderflow to turn customer feedback into a competitive edge
