About Goodform

Goodform is a Swiss retail and e-commerce company with a strong commitment to quality and customer experience. As the brand grew, it attracted a wider customer base  but its internal operations and backoffice were not yet built to match that ambition.

The Challenge

JMK Sourcing was brought in to build Goodform’s customer service function from scratch. There was no existing team, no process, and no infrastructure  just a fast-growing sales pipeline and high customer expectations.

The situation reached a breaking point during Black Friday. The sales team drove a massive spike in orders with no operational support in place. Customer enquiries flooded in with no system to track, prioritise, or respond to them. Communications were scattered across channels with no ticketing system to manage them. The result was an NPS of -30 and Google Reviews averaging just 1.6 stars, at the brand’s most critical commercial moment.

Our Approach

JMK Sourcing moved quickly and methodically without disrupting ongoing operations. The intervention followed three phases.

Phase 1 — Rapid Mobilisation

We assessed the full scope of the crisis and identified all incoming customer communications across every channel. Within 48 hours, we had complete visibility of the backlog.

Phase 2 — System Implementation

We designed and deployed a ticketing system from scratch. Every customer enquiry was categorised, tagged, and prioritised — giving the team one place to manage all communications with nothing falling through the cracks.

Phase 3 — Resolution & Recovery

We resolved outstanding tickets systematically and established clear response protocols and SLAs for ongoing operations. The backlog was cleared and customer satisfaction recovery began immediately.

The Results

The impact was measurable, swift, and lasting.

• NPS improved from -30 to +40, a 70-point turnaround reflecting a fundamental shift in customer sentiment
• Google Reviews rose from 1.6 to 4.1 stars, transforming the brand’s public reputation
• All incoming communications were captured and resolved, eliminating the backlog entirely
• A scalable customer service infrastructure was put in place, capable of handling future growth

• The sales team could continue driving revenue, now backed by an operational function to match

   

Key Takeaway

Customer service is not only a back-office function, it is a growth lever. When Goodform’s operations failed to keep pace with its sales momentum, the brand paid the price in reputation and customer loyalty. JMK Sourcing stepped in, built the infrastructure from scratch, and turned a crisis into a competitive advantage in under two weeks.

If your business is scaling faster than your customer service can keep up, we can help.

Visit www.jmk-sourcing.com to learn more.