Women’s clothing brand Roman Originals has been inundated by calls since the photo became the center of an online debate.
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But Cavens says Blue Nile isn’t evaluating the new feedback application in terms of direct ROI. The real payoff is in the business intelligence it provides about the customer experience on the site. “We are not so much measuring the success of the tool as seeing the value in using it more and using the data we get out of it more,” he says.