Customer story

Schindler Global


Globally, Schindler’s products move 1 billion people every day. The business has grown from a local manufacturer of machines to a global innovator of elevators and escalators. On the way, it has shaped the industry, defined best practice as a mobility provider and prospered in a highly competitive global environment.

Schindler's main goal is to become customer focused in everything they do, creating an exceptional experience for users and 400,000 customers around the world. With more than 140 years in business, Schindler recognizes that success is based on earning the confidence of customers with quality products, services, and solutions that deliver value and peace of mind.


Retail & Manufacturing

Company size


Needs expressed

  • Ability to identify key drivers of customer satisfaction

  • Consistent analysis across branches and countries

  • Deeper actionable insights

  • Faster time to results

Benefits realised

  • Clear identification of main loyalty drivers

  • Ability to avoid the human bias and inconsistency inherent in traditional methods of text analysis

  • Deeper insights into customer behavior

  • Identification of emergent customer trends

  • Flexible reporting & ease of‌‌‌ use


Schindler were using traditional manual categorisation to analyse their customer feedback, but were struggling to identify key drivers of customer satisfaction in order to improve their CX strategy. The process was slow, subjective and inconsistent across branches and countries due to inherent human bias.


Rather than manually-coding customer survey responses using pre-built ontologies with terms that Schindler’s internal teams deem important, Kapiche builds a bespoke language model from survey data. This enables the organization to avoid the human bias and inconsistency that has been inherent in traditional manual-coding efforts.


The Kapiche algorithm allows our CX teams globally to focus on the topics that are explicitly mentioned by our customers or emergent trends that we don't yet know about, allowing us to pinpoint and address emergent customer issues to avoid these problems becoming systemic in the future.


As the Kapiche solution requires no setup, Schindler were up and running within hours of choosing Kapiche. The initial approach was to start with 3 key countries, and to align the Kapiche solution with each of the countries plans for the coming quarter. Schindler will then use Kapiche to validate if each country has achieved its CX goals and report back to the board at the end of the quarter.

Solution in Action

Schindler utilizes Kapiche to identify the main drivers of loyalty and create actionable plans for each country to actively reduce detractor rates. With both NPS and detractor rates incentivized for all managers, having clear and detailed insights from customers is helping the business make informed strategic decisions.


The main advantage of the Kapiche solution is that we can identify the drivers of customer loyalty, not only at a country level but also at a branch level, giving us much deeper insights into customer behavior and satisfaction. This granularity is an added bonus, as we have previously only analyzed customer comments at a country level due to how time-consuming the process was.

The Schindler team utilizes the Kapiche Storyboard to establish the main topics of interest to customers, while the customizable Dashboard is used as a strategic tool to define opportunities and develop strategies. Detractor information is used as a warning sign that action needs to be taken and to gauge the level of urgency. A deep dive into customer verbatims helps Schindler identify which actions should be planned and executed. Kapiche is able to drill down and extract insights from verbatims for just the detractors, or just the promoters, offering important insights into each cohort that aids Schindler’s CX planning in each country.

Wins with Kapiche

Kapiche is delivering unexpected insights that Schindler is using to comprehend and enhance the customer experience. For example, while there are no specific questions about price or cost in Schindler’s customer surveys, Kapiche results have shown both topics were regularly mentioned by survey respondents, alerting the company to the importance of price and cost factors in customer perception.


Kapiche offers a truly unique solution to the challenge of obtaining actionable insights from customer data. Flexible reporting, granular insights and ease of use make Kapiche an ideal tool for any company striving to create meaningful experiences for their customers.

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