capri retail store

And you thought Amazon reviews were interesting. Today, StellaService has just taken a huge $15 million dollar check to the bank, and all for its capability to track and rate the online shopping experience.

This round of funding is the New York City-based startup’s second institutional financing. Altogether, it’s raised $22 million since its founding in 2009. Norwest Venture Partners led today’s funding; NVP general partner Josh Goldman will take a board seat. Previous investors include DFJ Gotham (Draper Fisher Jurvetson’s NYC branch) and RRE Ventures.

Currently, StellaService helps big retail customers like GNC, 1-800-Contacts, and Eddie Bauer to understand and improve how they rate with online shoppers — and how those ratings compare to those of their competitors.

StellaService uses analysts, accountants, and mystery shoppers to “stress test” all the many points of contact between customers and brands online, such as processing returns and engaging in Twitter conversations.

“Not only does StellaService capture how we are performing against the customer service targets we’ve set for ourselves,” said an Eddie Bauer sales SVP in a statement on the news. “We know where we stand amongst the leading retailers and where the best in class perform across key customer service metrics. This insight pushes Eddie Bauer to continually make improvements to be the best.”