How Close.io Uses Net Promoter Score to Improve Stakeholder Loyalty
Customer Stories / Close.io
Benefits of Wootric In-app NPS surveys:
- Integrations with Segment.com and Slack enabled Customer Success to launch a sophisticated CX program without engineering resources
- Always-on surveys for a constant pulse on customer happiness served as an early warning system for customer sentiment
- Segmenting NPS data quickly diagnosed CX issues and helped Close.io re-focus product development on their core end-user, the front line sales pro
“When you’re a small team and you’re resource-strapped, you don’t want to bother your engineers. You want to try to create/implement success tools on your own. Wootric’s integrations have allowed us to do a lot as a small team that we wouldn’t otherwise be able to do.”
Close.io is a CRM platform built by salespeople for salespeople. Their goal is to increase sales productivity, helping sales teams build relationships effectively without the trouble of manual data entry. Close.io empowers frontline salespeople to track all of their conversations in one place, without all the effort of entering notes manually.
Liz Toecker, Senior Customer Success Manager, was brought on as the first Customer Success hire. She recognized that their strength was the founding team’s sales background, but this strength also meant Close.io had little experience in relationship building with their customers post-sale.
She has seen NPS and Customer Success lead a shift in how everyone thinks about their product and the features they release.
Problem: A Small Customer Success team, with few Engineering resources
There was a lot of groundwork to be laid for Customer Success.
Liz hit the ground running, getting on the phone with many of their customers. This meant getting feedback from account administrators who had purchased their platform. Close.io made several improvements to their product based on that feedback.
As Close.io began to collect anecdotes and customer stories through these calls, Liz wanted data to show the rest of the team, e.g. “X number of customers are asking for this feature.”
To do this, Close.io wanted to implement NPS, but resources were limited. Specifically, engineering resources were scarce and valuable. Additionally, Close.io wanted to hear from end-users of their platform and that meant using in-app surveys. Wootric’s simple, non-technical implementation through Segment.com enabled the Customer Success team to do it themselves.
According to Liz, “When you’re a small team and you’re resource-strapped, you don’t want to bother your engineers and you want to try to create/implement success tools on your own. Wootric’s integrations with Segment.com and Slack have allowed us to do a lot as a small team that we wouldn’t otherwise be able to do.”
They were able to implement Wootric’s in-app survey on Close.io’s SaaS platform with a couple of clicks, and were instantly able to slice & dice feedback in the Wootric dashboard based on user properties automatically passed from Segment.com.
This came in handy when Close.io saw their NPS start to dip. By filtering NPS results by stakeholder group, they learned that recent changes undertaken to improve their platform were well received by administrators, but did not fulfill end-user needs. Close.io took this time to re-align their product roadmap with the needs of the frontline salespeople.
With a daily pulse on customer sentiment and quantitative data informing the development of new features, Liz and her team saw NPS move from just another tool for Customer Success to a metric integrated with the entire organization’s day-to-day processes.
Nowadays, Liz and her team have mighty relationships with their customers and a robust customer feedback program to provide insight to the company.
Wootric’s integrations have enabled the Customer Success team to close the loop with customers at scale, as well as provoke thoughtful conversation within the entire organization, who see NPS feedback in a company-wide Slack channel.
Liz’s advice for companies starting to use NPS is to outline what the goals are for implementing NPS. “Think through where NPS is going to take your company and how is it going change our decision making process. Shift your thinking of NPS from just another metric to something that can provide value,” says Liz. “This will ensure you’re reaching and prioritizing the right people because each account has an ecosystem of folks with different needs.”
Liz Toecker, Senior Customer Success Manager
Develop a Voice of the Customer (VoC) program to drive customer loyalty and retention
Customer Success was in its infancy, limited engineering resources overall
- New benchmarks and metrics to inform product roadmap decisions
- Realigned product with company values
- Scaled post-sale relationships with customers