Feedier x Van Leeuwen
Van Leeuwen Scales CX Insights Across 30+ Countries with Feedier
Setting the Stage
From fragmented systems to a unified, insight-driven CX program
Van Leeuwen, a major international player in steel pipe distribution, underwent a transformative merger in 2019, bringing together two sizable organizations: Van Leeuwen and Benteler Distribution. With operations now spanning over 30 countries and a team of 2,500 employees, the group was ready to rethink how it collected and activated customer feedback.
But in a traditional B2B industry with long-standing habits, pushing customer experience to the frontlines was a new strategic bet.
The Turning Point
Challenges that demanded change
Van Leeuwen faced three intersecting issues:
- Legacy fragmentation: Two companies, two tools, two ways of managing customer satisfaction
- Lack of standardization: Feedback practices varied by team, region, and maturity
- Tool fatigue: The prior solution was hard to use, rigid, and disconnected from sales workflows
As the newly formed group sought to elevate commercial excellence, CX emerged as a powerful lever. But they needed a platform that could scale, speak 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. Our old tool just wasn’t cutting it anymore.”
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 30+ countries could 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.
Fair pricing and adaptability contrasted with more rigid competitors who offered less room for negotiation or customization.
"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 30+ 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 half-yearly and annual surveys for strategic accounts, with tailored questions covering NPS, service satisfaction, pricing 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 a unified, 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 30+ countries
- Significant time savings on reporting and analysis
- Improved sales visibility via Salesforce integration
- Easier adoption thanks to intuitive dashboards
"The dashboard is one of my favorite features. I can compare countries easily, extract graphics for management reports… it’s working quite fine."
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.
As Van Leeuwen looks ahead, the team 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