Kellogg's, headquartered in Battle Creek, Michigan, is the world's leading producer of cereal and a leading producer of snack and convenience foods with commonly known brands like Pringles, Cheez-Its, and Frosted Flakes.

With products manufactured in 18 countries and marketed in over 180 countries worldwide, Kellogg's works to provide quality products and services to all its customers and clients. To this end, Kellogg’s Global Business Services (GBS) team distributes a quarterly customer satisfaction survey to stakeholders.

The GBS survey contains a series of standardized questions related to the quality and ease of the stakeholders’ use of GBS services as well as open-ended questions where stakeholders can provide suggestions and feedback for improvement. In the past, the survey has not reached the target response rate, which makes it harder for Kellogg’s to provide the customer service that meets their high standards.

Our Global Business Services Customer Satisfaction system includes a redesign of the user interface of the survey and a web dashboard used to visualize analytics.

Our new Global Business Services customer satisfaction survey has built-in user behavior collection, automated data visualization, automatic survey translation and easier survey question updating mechanisms.

The analytics provided by our web dashboard regarding user behavior and responses has led to an increase in the response rate of the survey from 7% to 15%. This increase in response rate enables Kellogg’s to develop a more detailed and strategic plan to provide customers with better products and a more fulfilling experience.

Users access the survey on a web application built in R with R-Shiny for the user interface. The data is stored in Amazon S3, and the data visualization is done through Tableau.