How Albacross is driving growth with an NPS program in Intercom | Wootric

Intro

Albacross is a Stockholm-based lead generation software that helps companies capture leads from visitors to their website. As Albacross’s customer base grew and more international users began to use Albacross’s tool, the value of more extensive customer feedback became critical. Evgen Schastnyy, Marketing Manager at Albacross, and his team were compelled to find a solution that would help them understand what their customers were saying and how their customers were feeling.

 

Challenge: Getting better product feedback and improving customer satisfaction

The golden rule of successful product development says: “Ask what your customers want and deliver it.” 

Unfortunately, this is easier said than done, and Albacross, like most other businesses, struggled with getting answers from customers in the first place. It seemed as if customers just didn’t want to take the time to answer a survey. So, the marketing team at Albacross knew that if they wanted to bring in reliable, honest feedback from customers, it was crucial that they make sure that their surveys could be completed easily and quickly.

This is where Wootric’s NPS microsurvey came in. Using Wootric’s Intercom Messenger integration, Albacross was able to quickly implement a CX program and start gathering insightful, quality feedback from their customers.

However, Albacross understood that what makes a CX program powerful is acting on feedback. And they had two goals in doing so. 

For one, Albacross “wanted to have deeper conversations with their customers to better understand them and subsequently create a better experience for them” – they wanted to incorporate feedback from detractors into their roadmap. Secondly, Albacross wanted to boost their presence on software review sites by asking promoters for support.

 

Solution: Automate the follow up on every NPS survey response with an ask

Albacross began by importing their NPS survey results from Wootric into Intercom – this one-touch integration allowed them to set up automated messages for users based on the score they gave. 

Product Feedback

For detractors who rated the app low (0-6), Albacross sent out a message that asked for additional feedback. Albacross sent this message via email and via in-app messages that appear immediately after the user completes the survey.

As a result, Albacross is getting valuable product feedback.  For example, a customer suggested a native integration with a popular CRM in a reply to their follow up. Albacross is now planning to add this integration soon. 

Brand Advocacy

For users who gave the app a passive rating (7-8), Albacross sent an email of gratitude to let them know that they appreciate the user’s feedback and invite them to leave the team additional comments. At the end of their message, Albacross asked these users to leave them a review on Capterra. 

For the users who rated the app very high (9-10), the Albacross team sent an email with similar content, but this email was sent from their CEO. 

By transferring positive momentum from their surveys to review sites, Evgen and his team were able to build their presence on Capterra and establish credibility. “It works like a charm because if people are excited to recommend your product, they will most likely leave a positive review,” says Evgen.

 

Results: 2x Net Promoter Score and ratings on Capterra

With the Albacross team’s efforts described above, two key results emerged.

Before Albacross embarked on their CX journey with Wootric, they had an NPS that hovered around 12. Albacross now has an NPS of 30 – they have more than 2x’ed their NPS score in a short period of time, and it continues to climb.

Secondly, Albacross now has a great deal of quality reviews on Capterra – they now have a rating of 4.5/5 and over 100 reviews. “Most of the great reviews we’ve gathered recently are thanks to the Intercom messages we’re sending to NPS promoters,” says Evgen.