From D2C to Loyalty: 12 CX Insights from Neeman’s Journey
Tech, trust, and the real work behind great CX
In the evolving world of customer experience, few sectors have seen as much disruption and opportunity as D2C. Brands today aren’t just selling products; they’re building trust, relationships, and long-term value through every touchpoint.
Neeman’s, the homegrown Indian footwear brand known for comfort and sustainability, is a standout example of this shift. In just a few years, it has built a loyal customer base, transitioned from digital-first to omni-channel, and pioneered operational innovations that many legacy brands are still grappling with.
We recently had a candid conversation with Solomon Richard Harish, who leads customer experience and supply chain operations at Neeman’s, about what it really takes to build a modern CX programme—one that balances tech with empathy, scale with personalization, and sustainability with performance.
Here are 12 questions we asked him—and his no-fluff, deeply practical take on each one. Whether you’re leading CX at a fast-scaling startup or steering transformation at a large enterprise, these insights are worth a read.
1. What are the pros and cons of building CX from scratch as a D2C brand versus evolving it from traditional retail?
Starting fresh as a D2C brand gave us the freedom to build everything with today’s customer in mind—no legacy systems or dated mindsets to fight against. At Neeman’s, we reimagined our processes from the ground up, especially around tech and supply chain. For example, we outsourced our entire logistics to one aggregator, which massively improved efficiency and consistency. Traditional brands often try to retrofit CX improvements onto existing systems, which makes them reactive and slow. We were able to be proactive from the beginning—listening to customers, tweaking fast, and scaling what works. Of course, building from scratch also means making mistakes and learning the hard way, but the agility we’ve had is a huge advantage that’s hard to replicate in legacy environments.
2. How do you measure the impact of sustainability on customer satisfaction and loyalty at Neeman’s?
Sustainability is in our DNA—it’s not just a message, it’s how we design, source, and tell our product stories. And customers really connect with that. We see it in the way people talk about us online, in the repeat purchase rates, and even in the kind of questions they ask—they want to know what their shoes are made of and how they’re made. From recycled bottles to vegan leather to testing new materials like pineapple-based alternatives, we’re always pushing the envelope. What we’ve found is that people care deeply about doing good, but only if the product is also comfortable and affordable. We’re mindful of that balance, and it’s helped us create not just loyal customers, but brand advocates who really believe in what Neeman’s stands for.
3. What touchpoints or initiatives have helped Neeman’s build long-term emotional connections with customers?
It’s all about going beyond just selling shoes. We focus heavily on both pre- and post-purchase touchpoints—right from reminding you about the item in your cart to checking in after you’ve worn the product for a few days. We follow up on WhatsApp, email, and even text, not just to push offers but to genuinely ask how the product feels. And we act on that feedback. If something doesn’t feel right, we fix it—no questions asked, even after our return window. That kind of care builds trust. We also constantly use customer insights to launch new styles and improve quality. That’s probably why over 40% of our customers come back—because they feel heard, not just sold to. It’s that emotional connection that turns a one-time buyer into a lifelong fan.
4. How are you ensuring a seamless CX as Neeman’s expands from digital to physical retail?
This has been a fun (and challenging) transition. Online, we have full control over the experience, but retail comes with its own dynamics. The key has been building a unified system that lets our teams—whether in-store or online—see the same customer data, preferences, and order history. We’re aligning tools like our POS system and CRM so whether someone shops on the website or walks into a store, they get the same seamless experience. For example, a customer can buy online and exchange in-store. We’re also training store teams to match the tone and care our online team offers. It’s early days, but we’re committed to making sure our brand promise feels the same everywhere—whether you’re scrolling on your phone or trying on shoes at a mall.
5. How has customer feedback directly influenced product or service improvements at Neeman’s?
Feedback is gold for us. Whether it’s a review on a marketplace, a DM on Instagram, or a return request, we treat every bit of it as a learning opportunity. One example—when customers started facing issues with delivery and returns from third-party platforms, we stepped in and began handling those queries ourselves, even if the sale didn’t happen on our site. That helped us not only improve service but also win those customers back to our direct channel. Product-wise, we’ve tweaked designs and materials based on what customers have told us. It’s a constant loop: hear, act, improve, repeat. We don’t just close tickets—we actually fix root causes. That’s helped reduce complaints and improve customer satisfaction, and it’s made our internal teams sharper too.
6. What technologies are most critical to Neeman’s CX, and how do you balance automation with human interaction?
We’re big believers in using tech to enhance—not replace—the customer experience. Tech tools help us understand behavior across the funnel. For support, we’ve implemented WhatsApp bots powered by ML and AI that can handle most queries without human intervention. This has helped us scale from 60 support agents to just 10 (outsourced), without compromising service quality. But we’re careful—where empathy is needed, humans step in. For example, if someone has a nuanced return issue or emotional concern, a real person takes over. The idea is to automate the routine stuff and reserve human touch for things that matter most. This balance is what lets us grow without losing that personal, Neeman’s touch.
7. What are the key operational challenges in delivering a great post-purchase experience at Neeman’s?
Post-purchase is where the real test begins. Deliveries, returns, and replacements can make or break the relationship. Initially, we had separate partners for warehousing, last mile, etc.—and that created friction. So, we switched to a single aggregator model, which streamlined the entire logistics flow. We also track every issue reported post-purchase and try to fix not just that instance, but the root cause across the system. Sometimes, we’ll even proactively reach out if we spot a pattern in complaints. On top of that, our packaging and unboxing experience is a big focus—customers often say it feels premium and personal. We also use that moment to remind them of our sustainability mission. Every detail matters.
8. How does Neeman’s turn first-party customer data into actionable CX insights beyond CSAT or NPS?
We go way beyond CSAT and NPS. Our main source of insight is first-party data from customer interactions. We track what people click, what they ignore, where they drop off, and what they say post-purchase. That tells us not only what’s working, but also where we’re losing interest or trust. For example, if a product gets added to the cart but not purchased, we dig into why—was it price, sizing, lack of info? On the repeat purchase side, we segment customers based on behavior and use that to tailor campaigns and product launches. It’s less about asking them “How satisfied are you?” and more about listening to what their actions and words are telling us.
9. What personal motivation drove you to build a sustainability-focused brand, and how does it shape your leadership and CX approach?
It started with a personal belief: as a consumer, I wanted to buy things that felt good and did good. That’s what led me to Neeman’s. It’s not just about selling shoes—it’s about creating a product that respects people, the planet, and their wallets. This mindset filters down into everything—from the materials we use, to how we talk to customers, to how we build our team culture. We’re experimenting with new materials like pineapple leather, because we want to push the limits of what sustainable fashion can be in India. And when customers reach out, we don’t treat it like a transaction—we treat it like a conversation. That’s how I lead, and that’s what I hope reflects in our brand.
10. How do you define success for Neeman’s—financial growth, brand recognition, or environmental impact?
It’s a mix, honestly. Of course, we want to grow revenue and scale the brand, but real success is when people choose us again—not because we’re cheaper or faster, but because they believe in us. We’ve got a 40% repeat customer rate, and we’ve done that without even launching a loyalty program. That tells us our quality, service, and values are resonating. Recognition helps, but we care more about impact—on the environment and on people’s daily lives. If someone feels proud to wear our shoes, if they feel they’ve made a better choice for the planet, that’s a win. Business metrics matter, but emotional metrics matter too.
11. What do you believe will be the most critical CX success factor in the footwear industry over the next five years?
The next big thing? It’s not faster delivery or deeper discounts—it’s brand trust. Everyone’s chasing speed, but in the process, they’re burning cash and customer goodwill. At Neeman’s, we believe brand creation and emotional connection will be the real differentiators. Customers today are smarter—they want value and values. If they feel aligned with your mission, if they’re treated with respect, they’ll come back and even bring others with them. That kind of loyalty can’t be bought with offers—it has to be earned with great product, great service, and real authenticity. The brands that understand this shift and build for it will be the ones that win in the long run.
12. Can you share a customer story that reaffirmed Neeman’s mission for you?
Absolutely—one that always stands out is a customer who remembered our very first packaging design: a half water bottle, half shoe graphic. That visual struck a chord and made him curious enough to try us. And when he did, the product felt totally different from anything he’d worn before—comfortable, stylish, and meaningful. That moment of discovery turned into loyalty, and he’s now one of our regulars. It’s these little stories that remind us why we started. It’s not just about what we sell, but how people feel when they interact with our brand. Every good review, every thank-you message—we don’t take any of it for granted.
Neeman’s story is a reminder that great customer experience isn’t built overnight—it’s built through intentional decisions, constant iteration, and a deep understanding of what your customers truly value. Whether it’s leveraging tech to scale support, designing sustainable products that people feel good about, or creating seamless experiences across online and offline touchpoints, the team’s approach is both practical and inspiring. For CX leaders navigating growth, complexity, or transformation, there’s a lot to learn here: stay close to your customer, act on what you hear, and never lose sight of the bigger “why” behind your brand.
