Using NPS® for Customer Centricity and Transparent Feedback

Case Study / published in February 2020 by Susan Pfundt

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About Otto Wilde

Founded in 2015 as a family business, Otto Wilde produces and distributes specialized 900-degree gas-powered grills for the higher-end market, which promise and deliver the perfect barbecue experience.

But it is not just in the case of barbecue goods that the Düsseldorf-based company pays attention to perfection – it refuses not to leave the topic of customer satisfaction to chance. Otto Wilde uses zenloop’s custom solution to sharpen customer centering in the company. In addition, customer wishes are recognized and incorporated into product and process development in order to build up long-term customer loyalty and trust. Since April 2018, the company has been requesting NPS at 3 touchpoints via a link, email, and website overlay.

The Challenge

As a young company in the high-end, high price market, long-term success needs constant customer trust and satisfaction. As a basis for this, customer wishes need to be both identified and known in order to address them.

This requires an integrated Experience Management solution that not only provides a uniform KPI, but also enables fast and automated evaluation of customer feedback. In addition, it needs options for actions with which customer wishes and opinions can be incorporated into the company and used to support product expansion.

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The Solution

To evaluate the delivery process in various countries, Internetstores uses the NPS query via e-mail embed. For additional insights into pain points and customer satisfaction, the NPS is also gathered after contact with customer service – also using email embed as a channel.

In addition to the SaaS solution, zenloop also gave guidance on sending times and the relevance of touchpoints in order to optimize the response rate with regard to the desired results. The strategic consulting raised the response rate to 30% and the comment rate to 50%.

In order to increase customer centricity, Internetstores installed monitors in their offices that display different dashboards using the zenloop Live Feed. This way, customer feedback is carried in real-time into the company and across all departments.

“Our goal is to make our customers so happy that they fully recommend us and our products. In doing so, we make ourselves stand out from many competitors.“

The Result

By using the zenloop, Otto Wilde was able to:

  • Increase NPS at the customer service touchpoint by 25 points
  • Identify detractors and initiate appropriate win-back measures
  • Activate promoters for recommendations
  • Implement process and product improvements

Feedback Right to the Top Levels of Management:

Otto Wilde holds a monthly NPS meeting with both management and responsible employees in which everyone discusses the feedback data, and ensures that elementary insights are provided across the company. The topics which Otto Wilde wants to focus on are then passed on to the respective departments. This results in interesting insights, motivating praise, and important impulses for all employees to think about.

Otto Wilde is particularly pleased with the euphoria and enthusiasm that customers share. This is also used to automatically transfer promoters to public review platforms to generate positive ratings.

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Product and Communication Improvement Thanks to Customer Feedback:

Also useful are the comments from buyers which help to explain the product and how to make it work even better. Just to show how practical customer feedback is, Otto Wilde first heard that some customers didn’t know exactly how to remove the top from the grill to clean it or use the electric top instead of the gas top, by querying feedback.

Here Otto Wilde was able to improve their instructions and give customers better explanations.

Monitoring Process Adjustments and Innovations:

When new processes are introduced, the team takes a particularly close look. For example, Otto Wilde hired a new Customer Care Partner in the USA, and thanks to using NPS, they knew exactly where to tweak their offering. As a result, within a year Otto Wilde was able to improve the customer service NPS from 39 to 65 and thus by 26 points.

Smart Integrations for a Transparent Information Policy:

Otto Wilde uses the Slack, Zendesk, and Freshdesk integrations offered by zenloop to inform all employees about the current NPS status quo.

For their planned new office, Otto Wilde also intends to offer a live stream via monitors in order to keep an eye on NPS at all times, as well as further intensifying cooperation with zenloop in the area of retention consulting. This will anchor NPS even more deeply in the Otto Wilde corporate culture.

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