How SEKO is turning customer feedback into new revenue & stronger relationships

Dan Eckett, Client Solutions Director at SEKO Logistics for UK & Ireland, was facing an informal and inconsistent review process that made it more complicated to identify churn risks, as well as growth opportunities.  We spoke to him to understand how SEKO now uses Pulse to simplify and standardise their business review process and gain full visibility of customer sentiment across the business.

What benefits have you seen since using Pulse?

Pulse has had a real impact. It’s helped us uncover growth opportunities with clients, engaging with their senior team and helping open new lines of business. Utilising Pulse has meant we can streamline and provide a consistent approach within our review process.

Pulse has also been vital in tackling churn risk. A low score now becomes a valuable early warning. We can step in and fix things before it’s too late, instead of being caught off guard by false positives from clients who seemed happy on the surface but were already considering other options. It is an important part of our continuous improvement programme. 

How do you and your team use Pulse?

We started with a trial across our top 10 UK accounts, using Pulse to gather consistent NPS, CSAT and written feedback. It worked so well that we rolled it out to over 200 clients globally. Now, all their reviews go into Pulse and are overseen by our senior leadership teams. If a score dips, we don’t treat it as a complaint, we see it as a chance to improve and ask, ‘What’s not working, and how can we make it better?’. Client feedback is a critical element of our communication process, enabling us to consistently improve upon our services.

We also look at who the feedback is coming from. A procurement lead might score us lower due to cost pressures, so we use that context to adapt our approach around how we engage, how we show value, and how we support them better. Each month I share a Pulse dashboard with our Operating Board, and we bring the insights into our internal town halls. A bit of friendly competition across the branches has really helped drive engagement and encouraged dialogue between all parties.

What were your review and feedback processes like before Pulse?

Before Pulse, we sent an annual Microsoft Form to gather client feedback (which was already an upgrade from the Excel spreadsheets we’d used before!) but the process was clunky and uninspiring. Clients didn’t see it as a priority and rarely engaged.

We’ve always prided ourselves on staying close to our clients and got regular informal feedback through day-to-day conversations. But without a formal system, that feedback was subjective and dependent on each account owner completing.

Without proper visibility, things could slip through the cracks. Pulse changed that, helping us identify accounts that needed more attention and strategic engagement. Pulse has given us the consistency we were missing and has enabled the team to identify strategic areas to drive additional benefits for our clients.

How have SEKO's customers responded to Pulse?

Some clients were initially cautious, seeing it as just another system. But once we explained how Pulse worked and what the benefits were, they quickly got on board. A plus is that for each review submitted, a tree is planted, which is in line with our sustainability efforts having recently been certified with EcoVadis Gold status in the UK.

Clients now tell us that few other suppliers offer anything like Pulse, making it a clear differentiator for SEKO, and we include it in our tenders to demonstrate our commitment to transparency, open feedback and continuous improvement.

How does Pulse support SEKO's wider CX goals?

Pulse reinforces SEKO’s client-centric approach by giving senior leadership visibility over where reviews are happening, and where they’re not. That helps us hold team members accountable in a constructive way, ensuring that client communication and feedback is kept as a top priority for improving our service offering.

Pulse also helps us stay proactive in a fast-moving logistics environment. If a key contact leaves or changes role, we’ve got a track record of engagement in Pulse to fall back on. That consistency is critical when delivering great customer experience at scale.

How does Pulse fit into your current NPS focus?

We’re making a big push around NPS, and Pulse is central to that. It’s helped close a knowledge gap by showing our teams and clients how NPS works and why it matters. For example, a score of 8 might feel positive, but in NPS terms, that’s a passive. Pulse helps us explain those nuances and track NPS over time, by branch, by manager, and by client.

If a score drops, we treat it as a signal to get in touch and see what’s changed. We’ve also trained our teams to ask for feedback in the right way. It’s not about asking clients to ‘fill in a form’, it’s about showing them that their feedback helps us support them better. Pulse has made that whole process much smoother for everyone involved. 

You can read more about SEKO's NPS success here

ABOUT SEKO LOGISTICS

SEKO Logistics is a tech-enabled, global logistics partner delivering end-to-end supply chain solutions across air, ocean, ground, ecommerce and fulfilment. With over 150 offices in 60+ countries, SEKO combines scale with service to help clients turn their supply chains into strategic advantages. The company is committed to sustainability and innovation, empowering businesses to grow with smarter, more efficient logistics.