Feedier x Van Leeuwen
Royal Van Leeuwen Scales CX Insights Across 30+ Countries with Feedier
Setting the Stage
From fragmented systems to a unified, insight-driven CX program
Royal Van Leeuwen is an international distribution company specializing in steel pipes, pipe and tube applications. Van Leeuwen took a transformative step in 2019, bringing together two sizable organizations: Van Leeuwen and Benteler Distribution. With operations now spanning 32 countries and a team of 2,250 employees, the group was ready to rethink how it collected and activated customer feedback.
The Turning Point
Requirements for a new way forward
Van Leeuwen was looking for the following improvements:
- Integration: A single tool for a new formed company.
- Standardized feedback: Harmonized feedback by team, region, and maturity.
- New tool: An easy-to-use tool embedded in sales workflows.
As the newly formed group sought to elevate commercial excellence, CX emerged as a powerful lever. They needed a platform that could scale, include multiple languages, and unify the business around a common set of insights.
“We needed a unified, flexible, and easy-to-use platform to standardize feedback across 30+ countries and brands.”
Why Feedier?
Winning a competitive process with flexibility, integration, and trust
Van Leeuwen selected Feedier after a rigorous evaluation of 80 vendors, narrowed down to four finalists. The goal was clear: find a scalable, user-friendly platform that could support a complex, multinational organization — and Feedier delivered on all fronts.
- Seamless Salesforce integration meant CX insights now flow directly into sales workflows, where they can drive real action.
- Multilingual capabilities ensured teams across 32 countries can collect and analyze feedback in their native language.
- Flexible team structure allowed Van Leeuwen to mirror its organizational chart inside Feedier, with one global instance and country-specific workspaces.
- Human support made the difference — the onboarding was collaborative, responsive, and tailored to local realities.
"We felt heard. Feedier didn’t force a standard model on us—they adapted to our structure. That mattered."
From feedback collection to sales activation
Van Leeuwen designed a two-step approach:
- Rollout across all markets: Feedier was deployed to 32 countries, with each country team nested under a global instance and given the autonomy to manage their own feedback programs.
- Structured surveys at scale: Instead of triggering surveys after each transaction, Van Leeuwen runs regular surveys for strategic accounts, with tailored questions covering NPS, service satisfaction, and commercial relationship.
Feedback data is processed automatically — and turned into dashboards, action plans, and insights delivered directly to the teams who need them most.
Key Features Leveraged
- Dashboarding & Country Comparison: Group-level overview with ability to benchmark regions
- Text analysis with AI: Native sentiment detection and multilingual analysis of verbatims
- Feedier + Salesforce Sync: Results pushed directly into CRM so reps can act instantly
- Role-based access control: Each country team manages its own feedback — within a standardized framework
- Action plan module: Enables teams to prioritize and track improvement actions collaboratively
Results Achieved
From manual work to streamlined insight activation
Since rolling out Feedier, Van Leeuwen has gained an efficient system for collecting and acting on customer feedback. The platform enabled clearer internal benchmarking, improved adoption across teams, and stronger integration of CX insights into day-to-day operations.
Key outcomes include:
- Standardized feedback collection across 32 countries
- Significant time savings on reporting and analysis
- Improved sales visibility via Salesforce integration
- Easier adoption thanks to intuitive dashboards
Conclusion
By adopting Feedier, Van Leeuwen successfully unified its customer feedback efforts across a complex, multinational structure. What began as a need for standardization became an opportunity to embed customer insights more deeply into operations — from sales to country-level leadership. The platform’s flexibility, multilingual capabilities, and integration with existing tools like Salesforce have helped accelerate decision-making and boost internal alignment.
Looking ahead, Van Leeuwen plans to explore Feedier’s AI capabilities more extensively, including automated agents and smart action plans, to further enhance the way insights are activated across the business. With a solid foundation in place, CX is now positioned as a core driver of commercial excellence at global scale.