Success Story
How CareCo turned customer feedback into operational improvements and a culture of customer excellence
Client: CareCo
Sector: Mobility & Independent Living Retail
Solution: CustomerSure Voice of the Customer Platform
CareCo is the UK’s leading mobility retailer, helping people live more independently through a wide range of mobility products, from scooters and wheelchairs to riser recliners and everyday living aids.
Founded in 2009, CareCo has grown from a small operation in Essex into a nationwide business, serving more than 600,000 customers and employing over 440 people across its showrooms, customer service, logistics and support teams.
At the heart of the business is a simple purpose: to make every day better for people whose mobility needs are changing. For CareCo’s customers, choosing the right product can have a meaningful impact on their independence, confidence and quality of life. That makes understanding and continually improving the customer experience especially important.
CareCo wanted a much deeper understanding of the customer journey.
Like many organisations, they relied heavily on public review sites and reactive feedback, but this only highlighted problems once they had already occurred. It offered limited visibility into everyday customer experiences and made it difficult to identify operational improvements before issues escalated.
The business also wanted to move away from a culture where customer feedback was primarily associated with complaints, instead using it to recognise great service and motivate colleagues.
Working with CustomerSure, CareCo introduced a Voice of the Customer programme that captures feedback throughout the customer journey.
Rather than treating surveys as a reporting exercise, feedback became embedded within daily operations.
Key elements included:
This gave every department access to the same customer insight, enabling faster decision making and continuous improvement.
The most impressive part of this story isn’t the surveys. It’s what CareCo did with the insight.
Customer feedback highlighted frustration around the lack of visibility during the returns process.
CareCo redesigned its CRM workflows to improve case tracking, giving both colleagues and customers clearer visibility throughout the journey.
Feedback also identified that customers disliked paying an upfront warranty charge while claims were being assessed.
CareCo responded by developing a hotel-style pre-authorisation approach, removing unnecessary financial pressure while still protecting the business.
Customer insight showed that small changes to the delivery experience could have a significant impact.
Instead of introducing an expensive premium delivery option, CareCo used customer feedback to redefine its standard delivery process, improving the experience for every customer.
One of the biggest changes wasn’t technological, it was cultural. Customer feedback is now used to celebrate great service, not just identify problems.
CareCo introduced monthly Voice of the Customer Awards, recognising colleagues who achieve exceptional customer satisfaction scores. This has helped create healthy competition, improve engagement and reinforce customer-first behaviours across frontline teams.
Since launching the programme, CareCo has achieved:
Customer insight is now reviewed across departments, helping identify trends earlier and prioritise improvements using real customer evidence.
Feedback has directly informed improvements to:
The Voice of the Customer Awards have created positive recognition for frontline teams, reinforcing excellent service and helping embed customer-centric behaviours throughout the organisation.
CareCo continues to expand its Voice of the Customer programme, using customer insight to guide service improvements, technology investment and operational decision-making.
The success of the programme has already been recognised externally, with CareCo shortlisted for three UK Customer Experience Awards.
“CustomerSure has fundamentally changed how we listen to customers. We’re no longer reacting to problems, we’re proactively improving the customer journey using real-time insight.”
Customer survey response rate
The retail response-rate benchmark
UK Customer Experience Awards 2026 finalist
CustomerSure has enabled us to move beyond collecting comments to truly understanding what matters to customers and responding at scale.
CustomerSure is a supportive, flexible organisation with a great tool that gives real-time, actionable results. The solution is very flexible, and the more you put into it, the more you get out of it.
Read their story
