Case Study

Improving customer brand loyalty

Creative Good worked with a global technology company to improve customer satisfaction, delivering a strategy based on customer insights.

The Challenge

Concerned with a declining Net Promoter Score, the client asked Creative Good for a strategy to improve the customer experience — thereby reversing the NPS decline and improving revenue growth.

The Opportunity

As an industry leader in processing customer information, the client had an opportunity to significantly improve the end-to-end experience it creates for customers.

Creative Good Process

To understand the operational context, we spoke directly with over a dozen stakeholders — including the president, global customer service leaders, and sales and product teams. We then conducted a quantitative analysis of NPS data and, combined with an in-depth review of contextual documents, we developed a hypothesis to test with customers.

Using our Listening Lab methodology, we conducted open-ended interviews and observations to understand customers' end-to-end experience with the client's products. By doing so, we tested our hypothesis and identified opportunities for strategic development.

Strategic Insights

  • The client has the opportunity to move past the transactional relationship and understand — with more empathy — customers' unmet needs.
  • Specific client types are presented with different, often unpredictable challenges in the customer experience across the product set.
  • Service interactions and overall experience drives customer satisfaction and affects growth rate.


Creative Good synthesized research from both business analysis and customer research to develop a customer experience roadmap — growing an discipline within the organization to improve business processes and address systemic challenges.

Creative Good Recommendations

We recommended a specific structure to empower employees to deliver a world-class customer experience linked to financial targets. Articulated a vision for a comprehensive Customer Experience Discipline program. Recommended different type of customer satisfaction survey.

Client Testimonial

"Creative Good conducted an extensive audit of our services and operational systems and delivered a fresh perspective through their recommendations. We are looking forward to getting started!"

Industry: Software, Technology, b2b

Services: Business discovery, Customer insights, Business strategy

Tools: Listening labs