Transforming Customer Feedback into Loyalty with Data-driven CX Strategies for a Leading Digital Infrastructure Company

Introduction

For a leading digital infrastructure provider operating across 150 countries, customer experience (CX) was at the heart of its business strategy. While most telecom and technology companies differentiate themselves through pricing and product offerings, this company set itself apart by prioritizing customer journey optimization and delivering a superior customer experience.

However, despite an existing CX measurement program, their previous Customer Experience Management (CEM) system was unable to generate actionable insights that could drive real change. Standard NPS surveys provided a surface-level view of satisfaction but failed to capture transaction-specific issues that impacted customer retention and long-term loyalty.

To address this gap, the company partnered with Numr CXM to design a best-in-class CX program, integrating CX data analytics to measure, analyze, and improve every critical customer touchpoint. The results? A record-high NPS of 71.4 in Europe and 46 in Asia—a testament to the power of a data-driven CX strategy.

Callout:
"Customer loyalty isn’t built on just great products—it’s built on frictionless experiences."

The Challenge

While the company was already measuring NPS, their previous CX program faced several key limitations:

1. Lack of Actionable Insights from Transactional Surveys
   
   
   • Traditional NPS surveys were too broad and failed to pinpoint the specific drivers affecting post-transaction satisfaction.
   • Without granular feedback, teams struggled to make meaningful changes in Sales, Delivery, Network Operations, and Customer Service.
2. Outdated, Lengthy Surveys Leading to Low Engagement
   
   
   • Surveys contained multiple metrics (NPS, CSAT, and NES), making them overwhelming for customers.
   • As a result, engagement dropped, and the company was left with limited insights on customer acquisition cost (CAC) and CLTV.
3. No Systematic Process for Closing the Feedback Loop
   
   
   • The lack of a closed-loop feedback system meant that customer concerns were often noted but not acted upon in real time.
   • The company needed a more agile, consultative approach to customer journey optimization.

Callout:
"Measuring CX is not enough—without action, surveys are just numbers on a report."

The Turning Point: Uncovering Actionable Insights with Numr

Recognizing the gaps in its CX strategy, the company engaged Numr CXM to overhaul its customer feedback system. Numr conducted an in-depth analysis of the company’s historical survey data and identified a key issue:

• Transactional NPS was not an accurate predictor of post-interaction satisfaction.
• Instead, Net Easy Score (NES)—which measures how easy it is for customers to complete a transaction—proved to be a much stronger metric for capturing customer effort and service quality.
• The shift from TNPS to NES was critical in improving customer experience metrics across multiple service areas.

By shifting focus from brand advocacy (NPS) to transactional ease (NES), the company was able to:
✔ Identify real pain points across key customer interactions.
✔ Optimize service touchpoints for higher retention and reduced CAC.
✔ Improve operational efficiency, ensuring seamless customer interactions.

Callout:
"Ease of doing business is the foundation of customer loyalty—NES proved it."

The Solution

Numr CXM implemented a multi-layered CX strategy to enhance the company's customer experience and drive measurable business outcomes:

1. Adopting Net Easy Score (NES) for Transactional Surveys
   
   
   • Shortened surveys to include just three elements:
     
     • The NES question (measuring ease of transaction).
     • An open-ended comment box for qualitative insights.
     • Drill-down options to capture specific service concerns.
   • Rolled out NES surveys across all four major business areas:
     
     • Sales, Delivery, Network Operations, and CRM.
2. Strengthening Data-Driven Decision Making
   
   
   • Numr’s CX data analytics platform identified key drivers of customer satisfaction, enabling proactive improvements.
   • The company leveraged machine learning to prioritize service areas with the highest impact on retention and CLTV.
3. Building a Closed-Loop Feedback System
   
   
   • A real-time alert management system (AMS) was integrated, ensuring that customer concerns were flagged and resolved quickly.
   • Automated feedback collection allowed teams to act on insights immediately rather than waiting for periodic reviews.

Callout:
"The key to CX success? Making feedback actionable at every level of the organization."

Implementation: From Insights to Execution

Numr CXM helped the company transition to a data-driven, action-oriented CX program in three critical phases:

1. Deploying NES as the Primary Metric
   
   
   • The outdated, lengthy surveys were replaced with NES-driven feedback forms, leading to higher response rates and better data quality.
   • This approach streamlined customer experience measurement, improving the ROI of CX efforts.
2. Providing Quarterly Reports and Recommendations
   
   
   • Numr’s AI-powered platform generated detailed quarterly reports analyzing:
     
     • Key satisfaction drivers.
     • Areas needing urgent improvement.
     • Trends impacting customer retention and customer acquisition cost (CAC).
   • Insights were translated into actionable strategies, such as introducing chatbots to improve support efficiency.
3. Ensuring Continuous CX Optimization
   
   
   • With real-time insights guiding improvements, the company was able to make data-driven decisions that directly impacted customer satisfaction and NPS performance.

Callout:
"Listening to customers is not enough—acting on insights is what transforms CX."

Results

Within 24 months, the company experienced dramatic improvements in customer experience and business performance:

✔ Record NPS Growth: Reached 71.4 in Europe and 46 in Asia, reflecting stronger customer loyalty.
✔ Higher Customer Satisfaction: Targeted CX improvements increased Service Management NPS by 17 points.
✔ Stronger ROI of CX: Optimized processes led to higher CLTV and lower CAC.

Callout:
"A data-driven CX approach turned passive customers into brand advocates."

Conclusion

By transforming its CX strategy with Numr CXM, the company shifted from simply measuring NPS to actively enhancing the customer experience. Through real-time insights, predictive analytics, and an NES-driven feedback system, the company optimized its customer journey, improved retention, and delivered measurable business value.

This case study underscores the importance of CX data analytics in improving customer experience metrics and delivering strong ROI of CX. By making customer feedback actionable, the company set a new industry benchmark for customer-centricity and operational excellence.

Callout:
"From measurement to transformation—Numr CXM helped turn CX insights into real business impact."