Sangoma Technologies Corporation is a trusted leader in business communications, giving companies the flexibility to choose on-premises, cloud, or hybrid unified communications as a service (UCaaS) solutions, combining voice, video, networking, and security for an exceptional, integrated experience. They’ve been working with AskNicely for a year and have made major strides in customer experience, achieving consistent stellar service and growing their reputation as a safe pair of hands for their partners and customers.
When Sangoma first started using AskNicely, their goal was to reduce churn and improve the customer experience for their 100,000-plus customers across 187 countries. Over the last year, Sangoma has seen success in both areas and has seen the benefits of AskNicely. Read on to learn how they did it.
Sangoma’s main goal was to improve their churn rate through centralizing a “one Sangoma” customer-experience-obsessed culture. They wanted to achieve this by removing their feedback silos through a centralized voice of the customer program, recognizing and coaching their teams to deliver excellent service consistently, and improving employee experience.
“Since implementing AskNicely, we’ve been able to hold the line on churn, which is an improvement for us,” said Joel Kappes, Chief Customer Officer at Sangoma. The Sangoma team quickly embraced a customer-obsessed culture and was quick to adopt feedback loops and daily recognition. They also focused on coaching after rolling AskNicely out to their teams, from the head office to their frontline. Managers were held accountable for team results, making it clear that everyone had a role to play in improving the customer experience and reducing churn, results that were apparent in their scores.
Sangoma uses AskNicely to collect feedback around two major metrics: NPS and CSAT. In the year they’ve been using AskNicely, they’ve seen significant improvements in both scores, improving the customer experience they offer and their understanding of customers.
"Sangoma already sees AskNicely, NPS, and CSAT scores as fairly fundamental to how we can map our success going forward. We are already benefiting from, and see very clearly how, we will continue to benefit from this toolset,” said Sam Force, Director of Premier Customer Success.
Sangoma uses Net Promoter Score to help their leadership team better understand the customer experience. The data and insights AskNicely provided to Sangoma helped leadership confirm key assumptions they had made about the customer experience. That same data has also disproved other assumptions and enabled the leadership team to understand the real CX drivers that needed attention.
Over the past year, they’ve been focused on driving the broader systemic improvements raised by their customers’ feedback. They attribute their 29-point increase in NPS score to these systemic improvements.
While the leadership team at Sangoma primarily uses NPS, the customer support team uses CSAT. Their goal was a customer satisfaction score of 85% across the board. At the end of their first quarter using AskNicely, they had a CSAT of 73.8%, and 56 of their agents were under that 85% goal. Just under a year later, they’ve exceeded their goal with a CSAT of 94.6% and only 17 agents under 85%. They’ve achieved this increase by implementing surveys that trigger after each customer interaction and creating customized dashboard views for all agents. These custom views make it easy for teams to access real-time feedback and see areas for action and improvement.
“It’s daily coaching and daily conversations, using the CSAT data to help our folks get better," said Rich Hackel, VP of Global Customer Care. Their culture of radical ownership encourages leaders to treat their team's scores as their own.
Sangoma has worked hard to improve the customer experience through reviewing feedback and call transcripts daily and coaching their teams with the results, propelling them towards a new culture. Given its wide range of products and business segments, Sangoma’s leadership prioritized aligning the entire organization to a single, high standard of service excellence. This led to the “One Sangoma” initiative, where every team member contributes to a customer-experience-obsessed culture as a unified brand.
In just one year, this transformation has improved customer satisfaction and solidified Sangoma’s reputation as a safe pair of hands, trusted by partners and customers to deliver consistent, dependable support when it matters most. Using AskNicely puts Sangoma in a fantastic position to continue improving and offering the best experiences to all of their customers.
