About The Face Shop

The Face Shop is a renowned Korean cosmetics brand founded in December 2003. Committed to safe and gentle skincare solutions, The Face Shop takes pride in delivering effective skincare routines with the message, “Trust in our sincerity for your skin.” From the very beginning, the brand has established itself with a wide range of natural products that are both affordable and accessible, quickly earning the trust of many customers.

With 26 stores across 15 provinces and cities, from Ho Chi Minh City to Da Nang and Hanoi, The Face Shop has become a go-to destination for beauty lovers and anyone passionate about self-care.

Turning Challenges into Opportunities

Before integrating Filum’s solution, The Face Shop used Typeform to collect customer feedback. However, they quickly realized that traditional methods like SMS, email, and QR codes on name tags in packages did not deliver the expected results.

Low response rates of only one to two percent made it difficult for The Face Shop to identify customers, especially when personal information was withheld. With customers using many different channels to share experiences, the process of handling feedback became increasingly complex and slow.

In their existing process, the customer experience management team distributed collected feedback internally to relevant departments. However, this approach involved too many manual steps and often led to confusion and delays.

Aiming to bring beauty to millions and to create the best possible beauty experience, The Face Shop recognized the need for a deeper understanding of customer needs. Choosing Filum as their customer experience management platform was a crucial step on the journey to win customer loyalty.

Filum.ai Solution

In October 2023, Filum’s solution was first integrated into the existing system of Hoa Sen Viet Group. After just one month of implementation, the solution officially went live. During this time, Filum worked closely with The Face Shop to optimize the system and tailor it to the needs of target customers.

By November 2023, Filum had been fully deployed in all 26 The Face Shop stores nationwide. With strong support from Filum, The Face Shop was ready to deliver a more holistic experience, relying on a much deeper understanding of its customers.

Surveys are now shared directly at the point of contact, immediately after a successful transaction online or in physical stores. Here, The Face Shop uses the CSAT (customer satisfaction) score to measure the shopping experience. Customers receive a Zalo ZNS notification with order details and are encouraged to share their feedback right away.

Filum also deployed a passive listening system, integrating with Google Reviews at all The Face Shop locations and connecting with e-commerce sites such as Lazada and Shopee to gather online reviews. Reports are automatically organized by store, ensuring accuracy and professionalism in evaluation.

The Face Shop adopted Filum’s solution across all 26 stores. After two months, the customer response rate reached an impressive 12 percent, with over 1,600 feedback responses collected. Filum’s survey templates enabled better measurement, with both online and in-store customer satisfaction scores reaching 95 percent.

Throughout the entire rollout, Filum provided ongoing weekly support to The Face Shop, offering analysis of customer needs and emotions. Detailed experience reports from Filum gave managers at The Face Shop a clear view of experience metrics, spotlighting both strengths and areas for improvement.