Resultados Digitais or RDStation, as they are known in the US, is the largest marketing automation platform serving Latin America. Their annual conference, RD Summit, brings together 10,000+ marketers to their home base in Brazil.

Problem: Scaling a customer feedback program during rapid growth

Resultados Digitais has a well-deserved reputation for authentic, transparent customer relationships. In fact, customer centricity is key to their high-growth strategy. In the early days, Resultados Digitais relied on time-intensive methods, like conducting customer interviews and manually analyzing the results from multi-question survey, to understand their customers.

Žiga Boršič was tasked with developing a Voice of Customer program that would help Resultados Digitais remain just as responsive to their customers. As Žiga puts it, “There were several problems that coincided, but the major issue was that we just weren’t keeping up with all of our clients due to the rapid growth. For instance, we did a series of interviews, but they only captured the sentiment of a part of our customer base. We were never sure if we were looking at the whole picture.”

Why Wootric:

In-app surveys mean RD hears from more customers.
Žiga set out at the beginning of 2017 to implement a scalable Net Promoter Score program at Resultados Digitais. He selected Wootric’s customer feedback software for three key reasons. First, Resultados Digitais wanted to hear from all of its users. Wootric’s in-app surveys enabled Resultados Digitais to gather feedback when users were logged into their platform.

Gainsight integration means the frontline can take action on NPS data.
Getting the data into the hands of frontline team members was critical, too. “We do everything in Gainsight — it is our system of record. The Wootric team worked with us to get NPS data into Gainsight,” said Žiga. This gave their customer-facing employees a wealth of context to start important conversations with customers. “Since we started pushing NPS responses into Gainsight, I’ve had many Customer Success Managers tell me their follow-up conversations are more productive and positive, even if they cannot come up with an immediate solution. I think this testifies to the fact that customers want to know you care about their feedback.”

Survey responses are auto-categorized to help prioritize product improvements.
Finally, Wootric’s auto-tagging feature organizes customer feedback immediately, which allowed Žiga and the rest of the product team to quickly do analysis that was impossible to do with their previous feedback gathering methods.

Results:

With thousands of responses, a steady stream of feedback and armed with the insight provided by Wootric, Žiga and his team were able to do a complete mapping of their priorities, focusing on solutions to the most recurrent comments about their product. Resultados Digitais made the changes that they had mapped out, resulting in a 16 point improvement in their NPS score.

For example, Žiga’s first insight was that their Customer Success Managers were compensating for some issues with Resultados Digitais’s product user experience (UX). After the Product team tackled these issues, cost of operations dropped since Customer Success Managers and Support team members didn’t have to handle as many inquiries.

As head of the NPS program, Žiga is the guy who spends most of the workday fostering customer centricity at all levels and functions of the organization. Žiga used Wootric’s Slack integration to push NPS responses into a company-wide channel.

“The first thing that I noticed is how many of our directors and other leaders hopped into the Slack channel.” As a result, reading comments from customers is part of everyone’s day– from C-Suite to Finance. This is just one way that Wootric Net Promoter Score data has helped to reinforce Resultados Digitais’s customer-centric culture even as the company’s user base has grown by thousands.