6thStreet unifies customer feedback, cuts resolution time by 70 percent
By centralizing customer insights and operations onto Sprinklr’s Customer Feedback Management (CFM) platform, 6thStreet unified fragmented processes into a single, insight-driven workflow — enabling clearer visibility, faster resolutions and better customer experiences.
The Challenge
6thStreet is a fast‑growing GCC e‑commerce retailer operating across six countries, known for its broad lifestyle portfolio and innovative delivery models — including the popular one‑hour “X‑Hour” service. As the business scaled, delivering a consistently smooth and trustworthy experience across markets became increasingly difficult without a unified view of the customer journey.
While 6thStreet captured case-level CSAT within their service environment, they lacked a structured, centralized way to consolidate feedback across markets and journeys. Insights were reviewed manually, and identifying patterns or root causes required significant effort. Traditional CSAT revealed dissatisfaction, but offered limited visibility into why issues were happening or where in the journey they originated.
These gaps became more urgent as 6thStreet expanded X‑Hour across the GCC. When orders missed the one‑hour promise, the team lacked the visibility to pinpoint whether the issue stemmed from logistics, delivery partners, item condition or market‑specific challenges. Smaller countries like Oman and Bahrain also showed higher detractor rates, but the team lacked the granular reporting needed to surface and address them.
To keep pace with rapid growth and protect customer trust, 6thStreet needed more than another survey tool. They needed one unified platform capable of consolidating feedback, revealing the “why” behind issues, and aligning logistics, fulfillment and customer service teams around the same actionable insights.
Sprinklr helped us go deep into the real reasons behind customer dissatisfaction. We reduced costs, improved delivery performance, and gave leadership full visibility into CX— something we never had before.
The Solution
After surveying the market for a partner that could truly unify customer feedback, 6thStreet chose Sprinklr because it was the only provider capable of consolidating survey responses, conversational feedback and operational workflow signals into a single system. Other vendors required costly custom integrations or lacked the end‑to‑end visibility 6thStreet needed. Sprinklr’s unified architecture stood out immediately.
Fast time to value
Within the first weeks of rollout, 6thStreet’s teams had live dashboards, unified workflows and real customer insights flowing into a single system. Early visibility into detractor drivers and market‑level performance helped accelerate adoption and gave leadership confidence that the new model would scale across all six markets.
Quick adoption across teams
The customer support team centralized feedback management within Sprinklr CFM — creating a structured workflow for capturing, categorizing, and analyzing customer feedback. Cross‑functional teams, including logistics, fulfillment, and escalations, relied on the unified dashboards and insights generated in CFM to align quickly, identify root causes, and reduce back‑and‑forth across teams.
Because surveys and feedback categories were fully self‑serve, Head of Customer Support Mohamed Salaheldin says his team was able to configure and adjust the model without engineering support, reducing training time and giving every team immediate ownership. Leadership adoption followed just as fast, with the CEO reviewing dashboards daily to keep the entire organization aligned on customer signals.
Unified workflows and cross‑team collaboration
With Sprinklr CFM serving as the centralized feedback engine, customer service teams manage structured surveys and categorization in one environment, while logistics, fulfillment and escalation teams act on the insights surfaced through shared dashboards. Instead of relying on fragmented reporting or email-based updates, every feedback signal is now tied to a clear theme and ownership path..
Previously, feedback insights and service operations were viewed in silos, limiting end-to-end visibility. “Before, all our systems were separate,” says Salaheldin. “With Sprinklr, everything is unified and much easier for the team.
Our leadership relies on these dashboards every day. Having this visibility means every team understands the impact of customer feedback and takes ownership of improving the experience.
From CSAT‑only to root‑cause analysis
Previously, 6thStreet relied heavily on CSAT — a surface‑level score that revealed little about why customers felt the way they did. Their legacy tool was rigid and limited to one static survey. The team was unable to dig into deeper issues across browsing, checkout, fulfillment or delivery.
“Before Sprinklr, CSAT only gave us the score, but not the full picture,” says Salaheldin. “We needed surveys that explained why customers were unhappy so every team could act on it.”
Sprinklr solved this. With flexible, self‑serve surveys and a clear structure for categorizing feedback into meaningful themes, 6thStreet can now pinpoint the true drivers behind detractor patterns — from delivery timing or driver behavior to item condition, checkout friction or service interactions. This shift helped teams move from reacting to scores to acting on precise, journey‑level insights.
By combining structured CFM surveys with operational signals from service interactions, 6thStreet gained a more complete Voice of the Customer view — moving beyond isolated scores to connected, journey-level insights.
Inclusive, multi‑country feedback capture
6thStreet needed to include every customer voice across six markets, including Arabic and English speakers, residents and tourists. Sprinklr enabled distribution through the channels their customers actually use — primarily WhatsApp, with email as a complementary path. This improved coverage and created a more complete view of customer sentiment across markets and segments.
Full‑journey insights and granular reporting
Sprinklr CFM gives 6thStreet a clear, data‑rich view of customer feedback across every stage of the shopping experience. With granular filtering by country, locality, delivery mode and fulfillment source, teams can see exactly where performance issues are emerging and how services like X‑Hour are performing in each market.
This visibility helped uncover performance blind spots in smaller markets, including higher detractor rates in Bahrain and Oman, and empowered teams to address them quickly.
Leadership visibility and daily accountability
Executives review Sprinklr dashboards daily, using real customer comments and trends to prioritize improvements. This level of insight has already helped reduce delivery breaches and guide strategic decisions. This level of visibility has already helped reduce delivery breaches, improve country‑level performance, and align teams around immediate areas of focus.
“Our leadership relies on these dashboards every day,” says Salaheldin. “Having this visibility means every team understands the impact of customer feedback and takes ownership of improving the experience.”
Turning insights into action
With all feedback and operational signals in one place, 6thStreet can now quickly turn insights into targeted action. Teams use the unified workflow to identify the exact drivers behind detractors, prioritize fixes and address issues before they escalate. This helped reduce X‑Hour delivery breaches from around 10% to about 5% once the team uncovered specific timing and driver‑related gaps.
The same insight‑to‑action loop powers promoter activation: identifying high‑score respondents and guiding them to share public reviews to support 6thStreet’s ongoing brand‑reputation efforts.
A foundation for continued scale
Because feedback, workflows and insights are now unified, 6thStreet can extend the model across additional brands, offline stores and upcoming programs such as loyalty —without re‑creating the process each time. The result is a durable feedback operating system that scales with the business and keeps every team focused on what customers are truly experiencing.
The Outcome
By unifying customer feedback and operational workflows on Sprinklr CFM, 6thStreet has transformed both the speed and the quality of its customer experience. Teams now understand exactly where issues are emerging and can act faster — driving measurable improvements in efficiency, delivery performance and customer experience.
1. Efficiency gains
- 70% faster resolution times through centralized workflows and fewer manual steps
- 50% reduction in team size without compromising service quality
- Lower technology costs by consolidating multiple tools into a single platform
- Rapid time to value: Live dashboards and unified workflows were operational within the first weeks of rollout
- Fast adoption across functions: Customer service, logistics, fulfillment and escalation teams onboarded quickly
- Self‑serve configuration: Teams designed and adjusted surveys and categories independently, reducing reliance on engineering
2. Stronger delivery performance
- X‑Hour delivery breaches cut from 10% to 5%, after insights pinpointed driver‑behavior and timing gaps
- Clear visibility into country‑ and locality‑level performance allowed teams to address market‑specific issues sooner
- Unified workflows reduced missed updates and eliminated email‑based escalations
3. Improved customer experience & reputation
- Survey completion rates increased from ~70% to ~80%
- Deeper, logic‑driven surveys surfaced blind spots in smaller markets
- Daily executive visibility created company-wide accountability
- Promoters identified through NPS were guided to share public reviews, strengthening 6thStreet’s Google presence
"Sprinklr helped us go deep into the real reasons behind customer dissatisfaction," says Salaheldin. "We reduced costs, improved delivery performance and gave leadership full visibility into CX — something we never had before."
