Winc is Australia’s largest workplace supplies company, with a national footprint and a heritage spanning over 50 years in Australia. Formerly known as Corporate Express, Staples, and OfficeMax, today Winc serves businesses and organisations of every size and sector — from schools and universities to hospitals and government departments, as well as some of the country’s largest corporates. With a product range that extends well beyond stationery into technology, furniture, cleaning, safety equipment, and consumables, Winc’s purpose is to help every Australian achieve a better work-life.

Delivering on this purpose requires more than products; it demands service excellence. By 2020, a newly appointed Executive Leadership Team recognised that Winc was falling short of this mission. Delivery performance was inconsistent, complaints and call volumes were rising sharply, and customer trust had significantly eroded. To address these challenges, the team established the Voice of the Customer (VOC) program — a company-wide initiative designed to restore confidence, embed customer feedback into every decision, and reposition service as a true point of competitive advantage.

The program was built in deliberate phases: beginning with an e-commerce pilot that trialled direct feedback loops, proving the impact of listening (through direct customer contact) and acting quickly, before expanding across all service channels. In mid-2024, the initiative underwent a significant revamp to raise the bar even higher. Advanced text analytics were integrated with call centre transcripts, and survey design was overhauled to triple response rates. Frontline feedback loops were expanded, and an Unstructured Driver Analysis was conducted to pinpoint the true drivers of loyalty across industries and accounts. The program evolved from a reporting mechanism into a strategic engine for cultural change, operational excellence, and customer-led innovation.

The results have been transformative. Winc’s Net Promoter Score has risen from the 20s–40s in 2020 to consistently above 75 today, firmly in the “excellent” category of global benchmarks. Customer satisfaction with the website has grown from ~70% to over 94%, delivery reliability has improved from the low 70s to over 95%, and call volumes have dropped by almost half. These gains have translated into commercial benefits — retention above 94%, a 24% uplift in online order value, and double-digit productivity improvements across CX and supply chain functions.

Importantly, the program has also delivered significant cultural benefits. Employee engagement has risen from the 40s to 75 overall, with contact centre attrition falling below 10% compared to an industry average of more than 30%. Frontline employees — from drivers to warehouse staff — now see their direct contribution to customer outcomes through real-time alerts, toolbox talks, and Voice of the Customer reporting.

Today, the Voice of the Customer program has advanced beyond a reporting tool to become a catalyst for continuous improvement and innovation. By embedding customer voice into every decision and holding leaders accountable for acting on feedback, Winc has set a new benchmark for service excellence in B2B and delivered directly on its purpose to help Australians achieve a better work-life.

For information about Winc, visit winc.com.au.