Delivering Exceptional CX with Net Easy Score Optimization for a Leading Digital Infrastructure Provider

The Challenge: A Rigid CX Platform Failing to Deliver Insights

Colt, a multinational telecom company with a presence in 21 countries and customers in 150+ countries, sought to enhance its customer experience (CX) strategy. Despite using a CX management platform, they faced several critical issues:

📌 Their CX platform was rigid and did not allow for continuous improvement.
📌 The platform lacked consulting support, meaning collected CX data was not being used effectively.
📌 Surveys had become outdated, leading to inaccurate insights.
📌 Long questionnaires resulted in survey fatigue, lowering response rates and feedback quality.
📌 The existing system did not account for Colt’s four major business areas—Delivery, Sales, Customer Service, and Network Operations—hindering organization-wide improvements.

Colt needed a data-driven, adaptable CX strategy to enhance customer journey optimization and improve customer experience metrics across all transactional touchpoints.

The Solution: Leveraging Net Easy Score and AI-Powered CX Data Analytics

Step 1: Analyzing Historical CX Data for Actionable Insights

📌 Conducted an in-depth analysis of two years’ worth of customer feedback and CX data.
📌 Ran AI-driven models to assess the effectiveness of Net Promoter Score (NPS®) for transactional surveys.
📌 Found that NPS® was ineffective at capturing customer sentiment after individual transactions.

💡 Key Finding 1: NPS® Alone is Not a Suitable Metric for Post-Transaction Feedback

📊 Transactional surveys require a metric that focuses on ease of experience rather than just likelihood to recommend.
📊 A frictionless experience is a stronger driver of customer satisfaction than advocacy alone.
📊 This insight paved the way for a new CX strategy centered around Net Easy Score.

🚀 Why this matters:
✔ Customer experience metrics should be tailored to the type of interaction being measured.
✔ Using the wrong CX metric can lead to misleading insights and ineffective CX strategies.
✔ Improving customer experience starts with ensuring transactions are simple and effortless.

Step 2: Introducing Net Easy Score as the Core Transactional CX Metric

📌 Replaced NPS® with Net Easy Score (NES) for transactional surveys.
📌 Implemented a new survey model: Net Easy Question + Open Comment Box + Drilldowns.
📌 Ensured feedback was concise, relevant, and actionable.

💡 Key Finding 2: Ease of Doing Business is the Strongest Predictor of Customer Satisfaction

📊 Customers who find transactions effortless are more likely to be satisfied and remain loyal.
📊 Net Easy Score provided clearer, more actionable insights into customer experience pain points.
📊 Reducing friction at key touchpoints directly impacts customer retention and customer lifetime value (CLTV).

🚀 Why this matters:
✔ Focusing on ‘ease of doing business’ leads to tangible improvements in customer satisfaction.
✔ Simplifying CX interactions reduces frustration and enhances customer retention.
✔ A frictionless experience leads to a higher ROI of CX through improved efficiency and loyalty.

Step 3: Optimizing Surveys to Improve Response Rates and Data Quality

📌 Reduced the number of survey questions from 10-15 to just 6, eliminating unnecessary complexity.
📌 Used AI-driven CX data analytics to identify the six most influential factors on customer sentiment.
📌 Minimized survey fatigue, leading to more accurate and reliable feedback.

💡 Key Finding 3: Shorter, More Targeted Surveys Yield Higher Engagement

📊 Survey response rates increased by 7% after reducing length and complexity.
📊 Data quality improved as customers provided more thoughtful responses.
📊 The streamlined approach optimized customer journey touchpoints by focusing on key drivers of satisfaction.

🚀 Why this matters:
✔ Short, effective surveys improve engagement without overwhelming customers.
✔ Better survey design leads to richer insights and more informed CX decisions.
✔ Higher response rates mean more accurate data for measuring the ROI of CX investments.

Step 4: Implementing an AI-Powered Alert Management System for Immediate Action

📌 Deployed Numr AMS (Alert Management System) for real-time issue resolution.
📌 Enabled Colt employees to instantly act on customer feedback.
📌 Prioritized close-looping of customer concerns and resolution of hot tickets.

💡 Key Finding 4: Proactive Issue Resolution Enhances Customer Retention

📊 With AMS, Colt could immediately address customer complaints before they escalated.
📊 This resulted in improved customer retention and a stronger brand reputation.
📊 Colt employees became more engaged in CX improvement efforts, creating a customer-centric culture.

🚀 Why this matters:
✔ A responsive CX strategy reduces churn and strengthens long-term relationships.
✔ Automated CX tools empower employees to take meaningful action on customer feedback.
✔ A proactive approach to issue resolution significantly enhances customer satisfaction and CLTV.

The Results: A More Agile and Insightful CX Framework

📈 Survey response rates increased by 7% due to shorter, more effective questionnaires.
📊 Net Easy Score replaced NPS® as the key metric for transactional feedback.
🚀 Real-time issue resolution improved customer satisfaction and retention.

By adopting a data-driven, customer-centric approach, Colt successfully:
✅ Improved customer experience by making interactions simpler and more efficient.
✅ Reduced customer acquisition cost (CAC) by fostering long-term loyalty through ease of business.
✅ Enhanced customer journey optimization through better survey design and CX analytics.
✅ Increased customer lifetime value (CLTV) by ensuring consistent, high-quality service experiences.
✅ Demonstrated the ROI of CX by linking survey improvements to business performance.

Key Takeaways: The Power of Net Easy Score in CX Strategy

This case study highlights a key lesson in customer experience management: Making business easy is the foundation of customer satisfaction.

🔹 Customer experience metrics must be tailored to the specific touchpoints being measured.
🔹 CX data analytics plays a crucial role in uncovering actionable insights.
🔹 Survey fatigue can be reduced without sacrificing data quality.
🔹 Customer journey optimization starts with making interactions effortless.
🔹 The ROI of CX is clear—simpler, more effective processes lead to increased engagement, retention, and profitability.

By adopting Net Easy Score and AI-powered insights, Colt transformed its CX framework, ensuring a seamless, customer-friendly experience that drives long-term business success. 🚀