One.com Turns Insights Into Strategic Advantages With Lumoa
One.com is an innovative supplier of web hosting services that was established in 2002 in Denmark. With over 1.5M customers in 149 countries, the company is a leader within the provision of domain name and web hosting services.
When Mikkel Nedza, Head of Business Excellence joined One.com, he quickly realized that they lacked a clear understanding of their customers’ needs and how they experienced their services. At that point, the only customer feedback that one.com asked for was after customer service interactions.
This meant that they got a very narrow view of their customers’ experiences since the feedback they received came from just 10% of their customers that was given after a specific interaction.
Feedback from the remaining 90% of the customer base across other parts of the customer journey was not systematically collected.
“We needed to go beyond that to get a holistic view of the overall customer experience, building a systematic and consistent way to track and act upon customer experience”, comments Mikkel.
One.com considered different solutions and conducted a pilot with another vendor before considering Lumoa.
They found it easy to use for collecting NPS feedback, but more cumbersome to extract the insights needed to turn customer data into action. In addition, analyzing customer feedback was complex and time-consuming.
They quickly realized that they required a more intelligent solution because of the complexity of their data, which entailed large volumes of feedback and in many different languages.
One.com found several platforms that could be used to collect feedback, but their analytics capabilities weren’t good enough.
“As soon as your feedback volumes start to increase, they are not suitable to use since you are not able to structure the insights in a clever way – they are just not smart enough”, comments Mikkel.
One.com wanted an intelligent solution that could save them time and money, and a solution that would allow anyone in their organization to act on customer feedback.
“We are successfully utilizing AI in other parts of our organization, and we have learned that, when done right, it can provide a lot of value for the company”, Mikkel states.
Lumoa stood out because of its advanced analytics and its focus on simplicity and business impact.
“With Lumoa’s AI-based solution, we ensure consistent insights in real-time with no effort whatsoever”, asserts Mikkel.
One.com now has a complete view of their customers’ overall experience and can turn the insights that Lumoa provides into a strategic advantage. They have a clear understanding of what areas they should prioritize and can verify that their strategic initiatives and plans are geared in the right direction.
In short, One.com uses Lumoa to:
- Track and measure the customer experience along the customer journey
- Share insights across teams and departments
- Integrate with Zendesk to maximize the usage of insights
- Quickly learn about the customer experience within newly acquired businesses
One.com uses NPS as their main CX metric and they collect the NPS feedback at different stages along the customer journey.
“For us, NPS is king. It’s easy to understand, transparent, and easy to compare”, says Mikkel
Baseline NPS: They use NPS to measure the overall relationship with their customers. The relationship survey is randomly sent out to a specific proportion of their customer base on an ongoing basis.
Onboarding & Support: They also use NPS to measure the success of onboarding a customer that has requested a service and to understand how the experience with the support team has been.
“We have increased our support NPS from approx. 40 to 60 since we took Lumoa into use, based on the insights of what works well and what can be improved”, states Mikkel.
Product & Services: In addition, one.com’s product and marketing team collects feedback to measure the how satisfied customers are with specific products. Here their survey simply comprises a score from one to five and an open text question.
This gives them important insights about specific products. For example, they can measure how satisfied their customers are with their Mail Suite or Website Builder.
”We can understand why customers are either satisfied or dissatisfied, so we know what we should continue doing – what the customers like, and we can improve the things that they don’t like”, says Mikkel.
Integrating Zendesk with Lumoa
Several teams at One.com utilize the insights that are found in Lumoa. All product managers have access to Lumoa, and they use it frequently to see what kind of product-related insights are found that can be used to improve their products. Also, Mikkel’s Business Excellence department also uses Lumoa to improve processes.
Mikkel adds, “Lumoa is also used for all our board and management meetings, our baseline results and support results are included in the presentations. It’s definitely something that is trusted and much appreciated.”
Another department at One.com that is an extensive user of Lumoa is Customer Support. The entire service team, including the Head of Support, Customer Service Managers, and their approximately 100 agents have access to Lumoa.
One.com receives roughly 80 000 support requests per month. The requests contain large amounts of important customer data, and one.com wants to ensure that they utilize the data to improve their services further.
To maximize the usage of the data, one.com has integrated Zendesk to Lumoa. They can easily track the support performance on an agent and team level. They can now compare performance between agents, create best practices and identify areas for improvements, whether it’s enhancing the process, additional training etc.
By integrating Zendesk with Lumoa they can also track the customer service performance in different channels.
“We specify whether it’s an email request, chat request, or phone request, in that way, we can see which channel actually fits better for specific topics and categories”, comments Mikkel.
By doing so, One.com reduce average handling times by optimizing the routing. They can see what channels customers prefer to use to address different types of support requests and help them in specific situations From the insights they get in Lumoa, they then make changes and adjust the routing and they can immediately monitor the impact of the changes in Lumoa.
Using Lumoa to assess new brand acquisitions
One.com has grown really quickly during the last few years. They made several strategic acquisitions of international brands that offered the same or similar services and could be seen as a good match for their product portfolio.
One.com has acquired several brands, and they are all operating under the international multi-brand company Group.one.
As a way to assess the newly acquired brands, they first ensure that feedback is systematically collected to get an understanding of what the current customer experience looks like.
Some of the brands already collected feedback before the acquisition, and others needed this data collection to be set up. One.com then uses Lumoa to identify important insights from the feedback and establishing a structured way of improving the customer experience.
“One of the first things we do when we acquire a new company is that we use Lumoa to get a better understanding of the company. It gives us insights that will otherwise take years to get a sense of, essentially we are quickly getting to understand the company from scratch”, states Mikkel.
A feature in Lumoa that has been very important for One.com is the ability to analyze feedback in multiple languages. Having a tool that can translate, analyze, and generate insights in multiple languages has been one of the best things with Lumoa.
”I think there is so much value in the automatic translation of feedback, and even more importantly, the automatic categorization, and the insights from the analytics in Lumoa. The one.com brands support customers in 11 different languages and none of us can understand all 11”, comments Mikkel.
Comparing the performance between brands
With the help of Lumoa, One.com can compare the customer experience between the brands. Although some brands cannot directly be compared to each other, they still get a good overview of the bottlenecks that customers can experience and can also understand what works well.
”I think we are mainly searching for what stands out. We compare brands that are alike, but we also of course, to some extent compare ones that are very different, but respect the fact that they are in two different situations, and we can still learn from the cases and compare them to each other”, says Mikkel.
The results from comparing the brands against each other has been really interesting:
”We’ve definitely become aware of situations where we have similar issues across the brands. So even though we work on different platforms, in different markets, etc., we can see more or less that we are experiencing the same things with our customers both good and bad”, comments Mikkel.
In addition, with Lumoa they have also noticed that some types of products or services are more suitable for a certain type of customers, in certain markets.
“It has helped us figure out whether we should present products in another way, or maybe not push a product as actively to some customers compared to other customers in another market”, adds Mikkel.