How MediaMarkt turns thousands of weekly responses into clear CX wins

The MediaMarktSaturn Retail Group is Europe’s leading consumer electronics retailer and provider of related services. Their integrated online and fixed-location offerings reach millions of customers every day.

In Austria and Switzerland, the CX team receives thousands of post-purchase survey responses each week. Before Caplena, manual Excel analysis couldn’t keep pace: categorizing and analyzing open text was slow, insights were missed, and priorities were hard to pinpoint. In 2024, the Meletronics acquisition further increased the feedback volume and the need for a scalable approach was clear.

For this story, we sat down with Niloufar Naderpour, Customer Experience Manager Austria & Switzerland, to see how her team turns multilingual survey feedback into clear, actionable insights with Caplena. 

"

For us, Caplena is more than a text analysis tool. It’s our strategic partner in building a stronger, customer-focused organization.”

Niloufar Naderpour

Customer Experience Manager

Highlights

• Time-to-insight cut from days to hours: AI replaces manual Excel coding, freeing teams to focus on action instead of data prep. All feedback is fully anonymized before analysis to ensure privacy and compliance.

• Pain points identified and resolved faster: feedback now translates directly into service improvements.

• 4 languages analyzed seamlessly (DE, EN, IT, FR): survey responses processed in one platform, without translation hassles.

• Insights embedded company-wide: CEO, directors, supply chain, customer care, and store staff use insights to shape action plans.

The Challenge

"

CX is a key part of our strategy, and we needed deeper insights. It became important for us to go beyond surface-level findings.”

Niloufar Naderpour

Customer Experience Manager

MediaMarkt runs post-purchase surveys two days after each transaction, collecting thousands of responses each week across Austria and Switzerland. Each survey response includes not only a rating but also the reason behind it, which is in open text format.

Before Caplena, these were exported and analyzed manually in Excel. The approach relied on keyword searches, tagging comments, and building sentiment views at a topic level. This was slow, difficult to scale, and often missed important nuances. 

For example, if a customer selected one survey topic but described a different issue in their comment, there was no efficient way to re-categorize it.

Transition to Caplena

MediaMarkt was introduced to Caplena by colleagues in Switzerland. Several features stood out immediately:

• Sentiment analysis at a glance – the top 10 positive and negative themes surfaced instantly.

• Weekly reporting made easier – insights could be prepared and shared with stakeholders without hours of manual work.

• Clear visualization – clear, simple charts that make complex insights easy for non-technical stakeholders to understand.

Niloufar further shared, “Explaining categories to non-technical users can be challenging, but Caplena makes it easier by linking insights directly to specific comments.” This drillability helps teams move seamlessly from high-level themes to the real customer voice quickly and accurately. 

The Results

The voice of customers, turned into action

Each week, the CX team reviews thousands of survey responses. Caplena’s integrated Driver Analysis surfaces the top positives and negatives instantly, showing both what customers value and where frustrations arise. From there, the team can dig deeper into areas like pickup, delivery, or in-store service to pinpoint what needs attention.

As this process now happens in hours instead of days, teams can spend less time on data prep and more time acting on the insights. Positive feedback is also reviewed to highlight what’s working well, motivating staff and reinforcing the experiences customers want more of.

Example: From long pickup queues → Faster, flexible locker stations

In the survey feedback, customers often complained about long waits at pickup stations. At first, it wasn’t clear whether the dissatisfaction came from the process, staffing, or something else.  

By filtering and reviewing all feedback on this topic in Caplena, the team found the real issue: people wanted quicker, more flexible options to collect their orders.

In response, MediaMarkt added locker stations alongside in-store counters, reducing queues and giving customers more choice.

The result: a smoother experience for customers and a clear example of feedback turning into action.

Making feedback part of everyday decisions 

"

The best thing about Caplena is its data visualization. The charts are simple to share and easy for all teams to understand."

Niloufar Naderpour

Customer Experience Manager

The CX team analyzes survey responses weekly and shares insights directly with the CEO, directors, supply chain, customer care, and store staff.

These insights also feed into cross-functional workshops, such as customer journey mapping, where pain points and opportunities are translated into concrete action plans.

Analyzing multilingual feedback at scale

Survey responses flow from two markets in four languages: German, English, Italian, and French. Previously, this added layers of complexity. Comments had to be handled separately, translation risked losing context, and comparing trends across markets was almost impossible.

With Caplena, all four languages are analyzed in one platform without translation hassles. Responses can be compared side by side, while sentiment and topics are surfaced consistently across markets. For the CX team, this has been key: insights can now be delivered faster and with full confidence that every voice is represented, regardless of language.

What’s Next?

Looking ahead, MediaMarkt is focused on expanding how insights support the business:

• Automating workflows via API to minimize manual effort and speed up reporting.

• Embedding CX deeper into strategy so feedback informs sustainability projects, journey mapping, and new service initiatives.

"

Our plan is to deepen the quality of insights and ensure Caplena is fully integrated into our processes. We clearly see the value it brings."

Niloufar Naderpour

Customer Experience Manager

Photo credits: MediaMarkt