Apollo and Bertelsmann Marketing Services
Drive customer satisfaction with smart multi-stage campaign automation
Background
Apollo is one of Germany’s leading optical retailers and operates a nationwide network of around 900 stores with more than 4,000 employees. Since its foundation in 1972, Apollo has combined professional eye care, a wide variety of international brands, and fashionable private-label collections, making high-quality vision solutions accessible to a broad customer base. Apollo maintains strong roots in Germany, with a deep understanding of local consumer needs and expectations, and places a strong emphasis on customer experience.
The challenge
Apollo faced a classic challenge: customer satisfaction had long been a strategic priority, but the way feedback was collected was no longer fit for purpose. Inputs reached the company via multiple channels - hotline, in-store staff, and social media. While valuable, this data was neither centralised nor processed automatically. The result was that many improvement signals were lost or response was delayed. Particularly critical, dissatisfied customers often became visible only when they were on the verge of churn. Positive voices, in turn, were hardly used in a systematic way to strengthen loyalty or trigger recommendations. In addition, traditional surveys proved ineffective. Response rates were low, data quality was uncertain, and processes were labour-intensive. Apollo therefore aimed to establish a new approach with an automated, valid, and above all customer-centric solution that collects feedback in real time and converts it directly into actions.
Watch the full customer story
Watch the video, presented by Michael Absolon, Vice President Data & Experience, Bertelsmann Marketing Services, to discover how Apollo was able to drive customer satisfaction with smart multi-stage campaign automation.
The Apteco solution
Before the project started, it was clear that several hurdles had to be overcome. Firstly, the high manual effort involved, as previous surveys were organised with Excel lists and one-off emails. This meant that reminders were sent manually, and responses were consolidated painstakingly with an approach that did not scale. Secondly, questionable data quality, as without unique codes it was impossible to exclude duplicate or late responses. Thirdly, the lack of segmentation as feedback was collected but not split by NPS. As a result, the potential to engage promoters or intercept detractors early went untapped. Finally weak measurability, as while rough counts existed, there was no detailed KPI framework to accurately track effects such as reminder impact or response rates. Apteco provided a single flow to address all these issues: selection, automation, validations, segmentation, and KPI monitoring - all within one integrated process.
The campaign was structured as an automated, multi-stage flow anchored in a customer satisfaction survey. It began with an initial email that included a short questionnaire to measure the Net Promoter Score (NPS). Customers who did not respond were automatically sent a reminder email after a defined period of time, significantly increasing overall response rates. But what truly sets this campaign apart is the individualised response to the feedback received.
Promoters (9-10 points) received a thank-you message with an invitation to share their positive experiences. Passive customers (6-8 points) were asked for specific suggestions for improvement, enabling the business to identify opportunities to strengthen their satisfaction. Detractors (0-5 points) were sent a personalised message that included an additional questionnaire tailored to their concerns, along with a direct option to contact the customer service center.
This approach made it possible to uncover deeper issues and proactively implement corrective measures. Thanks to Apteco's powerful flexibility, all login and branching were handled seamlessly within a single campaign flow. This not only minimised manual effort but also ensured that each customer received the right message at precisely the right time.
Apteco software enabled us to automate a complex customer satisfaction journey, ensuring valid data, GDPR compliance, and tailored follow-ups. The platform reduced manual workload, improved response rates, and transformed feedback into actionable insights - delivering measurable value for both our customers and our business.
Michael Narr, Head of CRM & Marketing Cooperations, Apollo-Optik Holding GmbH & Co. KG
Michael Narr, Head of CRM & Marketing Cooperations, Apollo-Optik Holding GmbH & Co. KG
The impact on the business
From a starting point of fragmented inputs and high manual effort, Apollo built a fully integrated process that gathers valid feedback, uses intelligent reminders, and drives differentiated follow-ups through clear segmentation. Mandatory opt-in checks before every stage ensure GDPR compliance and respect for customer preferences. The outcomes have been compelling with high open and click rates, strong engagement through the journey, valid data, and significant efficiency gains. More importantly, the campaign strengthened customer relationships, built trust, and proved that Apollo doesn't just collect feedback, it acts on it. This campaign showcases how Apteco unites automation, personalisation, data validity, privacy and business impact in a single, coherent flow.
Perceived relevance and intent to provide feedback was strong with above industry benchmarks of 46% opens and 26% clicks
More than half opened the follow-up communications showing that segmentation and relevance resonated
If a customer opts for anonymity, they are automatically excluded from follow-up communications
Every condition is documented so Apollo knows who received which message and when, and how reminders were triggered
Automation reduced manual effort by more than 50% as teams no longer had to generate lists or send reminders manually
Customers appreciated action on their feedback - promoters felt valued, passives were heard, detractors saw that their criticism led to solutions
Apteco enables us to leverage our extensive data resources in a targeted way, allowing us to shape and enhance customer experiences. This leads to greater customer satisfaction and loyalty - key drivers of business success in the German optical market.
Julian Hartmann, Director Loyalty & Experience | Recall, Campaign - part of Bertelsmann Marketing Services
Julian Hartmann, Director Loyalty & Experience | Recall, Campaign - part of Bertelsmann Marketing Services