Taylor Johnson
Director of Customer Experience
LinkedIn Profile
Spotlight on
Nathan James
How Nathan James uses Grapevine Surveys to capture vital customer insights to monitor marketing performance and consumer sentiment
Meet Nathan James
Nathan Jones was born from a simple but frustrating reality: creating a stylish, comfortable home on a budget is no easy feat. For founder Brooklyn Burdon, this realization hit hard when she moved into her first apartment at 22. Balancing university tuition and a side job, Brooklyn quickly found that her Pinterest-worthy vision clashed with the reality of her limited budget. Garage sales and hand-me-downs filled the gaps, but her space still didn’t feel like home.
A disastrous attempt to assemble an affordable bed frame with her mom was the tipping point. Brooklyn realized she wasn’t alone in wanting well-designed, affordable furniture—and that sparked an idea. She took a leap, quit her job, and poured her savings into building a brand that made stylish, accessible furniture a reality. Today, Nathan Jones reflects Brooklyn’s mission: to create high-quality, beautifully designed pieces that make it easy for anyone to turn their house into a home—without the stress or sky-high price tag
The Challenge
They needed a clearer understanding of how customers were discovering their brand and what influenced their decision to purchase. Traditional analytics tools provided data on site traffic and conversions but lacked visibility into the full customer journey. Without this insight, it was difficult to measure the effectiveness of different marketing channels and identify areas to improve the customer experience.
The Solution
To gain deeper insights into their customers and improve the overall experience, they implemented Grapevine Surveys. By asking customers how they first heard about the brand after placing an order, they could track which channels were driving awareness over time. They also began collecting Net Promoter Score (NPS) to measure customer sentiment and identify opportunities for improvement. This approach enabled the team to validate marketing effectiveness while ensuring continuous enhancements to the customer journey.
Taylor Johnson, the Director of Customer Experience, is a highly experienced data analyst with a deep understanding of customer insights. She designed a post-purchase survey to capture attribution data, helping track how customers first discovered the brand. In addition, she implemented an NPS survey, sent via a link after an order was placed, to measure customer sentiment. By leveraging these two surveys, she ensured the team had the right data to refine marketing strategies and enhance the overall customer experience.
What data are you collecting?
We are currently running two simple yet effective surveys—one post-purchase survey with a single attribution question and an NPS survey sent three days after an order. Keeping each survey to just one question ensures the highest possible response rate, making it easier to gather valuable customer insights.
Attribution Data
Understanding what marketing efforts led customers finding out about the brand
Net Promoter Score (NPS)
Trackable performance data for customer satisfaction at each store.
Where do you push the response data?
Setting this up was incredibly simple, and now the data flows automatically without any manual intervention. Using Shopify Flow’s integration with Grapevine, all of the response data from my surveys are pushed into a Google Sheet in real time. From there, it seamlessly updates in BigQuery and then in Metabase (or any other data visualization tool). This ensures my reports and dashboards are always up to date, giving me instant access to powerful visuals and analytics without any extra effort.
How are you analysing responses?
Now that the data is in Metabase, I can compare response data with other ecommerce and site performance data to validate our broader attribution insights and track overall customer sentiment through NPS. Traditional tracking methods don’t always capture the full customer journey, and survey data helps fill in the gaps—whether it’s understanding which marketing touchpoints influenced a purchase or identifying trends in customer satisfaction.
For NPS, I can monitor trends over time, segment scores by different customer cohorts, and identify factors that impact promoter, passive, and detractor responses. With real-time updates, I can quickly spot shifts in sentiment and proactively address issues affecting the customer experience.
Start Collecting Insights with Grapevine Surveys
This is just one example of the many different ways you can capture and analyse insights you collect from your customers. We love being part of your journey—from seamless setup to turning insights into action!
So if you're looking to start collecting more insights and you need a bit of help, you know where we are!
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