CustomerGauge Bavaria Film Case Study

Acknowledgments: Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. Special thanks: SingleHop. Rhys Wesley [v2.1 25 Jan 2012] © CustomerGauge / Directness 2012.

Munz: “Going forward, NPS is going to be very helpful in allowing us to understand what the clients’ first impression is of SingleHop”

Case Study: SingleHop

How a leading US-based hosting company is focusing on customers by implementing Net Promoter® with CustomerGauge.

SingleHop is a cloud hosting provider that offers highly scalable, on-demand infrastructure services to both end-users and resellers. With over 7,900% growth over the past three years and around 4,500 clients in 114 countries, it is the second-fastest growing IT company in the US.

Starting out with Net Promoter

As a young company experiencing exceptionally high growth, SingleHop wanted a way to keep sales staff up-to-date with customer satisfaction levels, strengthen relationships with satisfied clients, and minimise the relatively small amount of churn the company was experiencing.

SingleHop chose the Net Promoter® Score (NPS) for several reasons:

• To give consistent feedback • To have a clearly-defined metric of the levels of loyalty

and advocacy among clients • To identify areas of improvement where they may be

able to make positive changes to their service offering.

Kevin Swan, director of communications: “NPS gives us quantifiable and qualifiable data via root cause analysis. These trends help us understand what our clients think we do well and what our clients think we could do better.”

Choosing a partner – CustomerGauge

SingleHop chose to partner with CustomerGauge for its expertise in focusing on the customer and understanding of the needs of small and medium sized businesses. Andrew Munz, Director of Relationships said CustomerGauge “had the strongest focus on customer satisfaction and this was backed up by a robust API.”

The Impact of NPS

During the initial NPS rollout, SingleHop implemented the following changes:

1. In an effort to ensure sales staff are always in tune with their clients’ needs, SingleHop installed digital signage with its sales teams that scrolls through client Net

Promoter Scores in real time – according to Munz, a tool valued by staff in helping finetune their service.

2. With feedback gleaned from NPS, SingleHop was able to connect with a number of clients who gave low scores and stop them drifting away by being able to pinpoint why they were dissatisfied. This had an added benefit – it helped improve the service for other clients who may have potentially considered leaving the company.

3. The company moved from an NPS low of +44 to +49, and as of December was sitting on an average of +57. With such strong results, NPS offered an opportunity for SingleHop to thank and reward loyal customers who had given positive feedback – further cementing the relationships.

Investment and Project costs

As SingleHop is a cloud hosting provider, they already have internal developers and access to solid real-time data. Though the company was not able to share specific information about costs, according to Kevin Swan, the fact they were able to use their existing data in tandem with CustomerGauge's API, meant that working with NPS was a cost and time-effective method of keeping abreast of customer needs and feedback.

The Future

The initial results provided insights on how to strengthen relationships with established customers and stop the churn, but going forward NPS will continue to help SingleHop in two key ways.

1. NPS was originally rolled out under the direction of one person (Munz), but SingleHop has now created a team to improve client service, which will continue to utilize the NPS to formulate customer satisfaction strategy.

2. In addition to strengthening relationships with existing clients, new clients are also to become a focus of NPS customer satisfaction surveys.

Andrew Munz concludes: “New clients are our best critics because they see us without the years of experience they already have with us. Going forward, NPS is going to be very helpful in allowing us to understand what the clients’ first impression is of SingleHop.”

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