How Auth0 created a holistic CX strategy and grew NPS by 21 points
Learn how Auth0 uses Momentive to build a comprehensive view of customer feedback that’s accessible across the company.
Auth0, a product unit within Okta, takes a modern approach to identity and enables organisations to provide secure access to any application, for any user. The Auth0 Identity Platform is highly customisable, is as simple as development teams want and is as flexible as they need.
Before partnering with Momentive, Auth0 leveraged other feedback tools, such as Delighted and SurveyForce, to collect data about customer experience. However, it found it difficult to centralise data using those platforms. In 2020, the company realised that its programme and strategy needed to mature to support two company objectives: creating a best-in-class customer experience and sustaining growth momentum. Shortly after, Brie Partridge joined the team as head of customer experience, eager to build a unified Voice of the Customer (VoC) programme.
“From the CEO down, our organisation values improving the customer's experience,” Partridge said. “My first goal was to consolidate the many survey and feedback tools Auth0 was using to create a single source of truth.”
Auth0 was already using GetFeedback by Momentive to send surveys after support tickets were closed, analyse response data and take action in Salesforce. After researching and comparing Momentive, Qualtrics and a few others, the team decided to invest exclusively in Momentive to create a more holistic company-wide strategy. “The ease of use and seamless integration into our company’s key CRM tools (Salesforce and Gainsight) really sealed the deal,” Partridge explained.
Consolidating tools and getting intentional with metrics
With Momentive, Auth0 built a comprehensive view of customer feedback that’s accessible across the company. “My team couldn’t believe how easy it was to get Momentive set up,” said Partridge. “Within two weeks, our customer survey data was integrated into Salesforce. We can even set up features like Slack notifications ourselves, without turning to our RevOps team. It’s really been a lifesaver.”
By integrating Momentive with Salesforce and Gainsight, Auth0 has now gathered enough data to see which metrics correlate to business outcomes related to retention, renewals, upgrades and expansion. It's also capturing customer data at critical points and providing opportunities for active feedback, including onboarding pulse checks, post-support interactions and post-free trials. With automatic feedback loops in place, the team easily tracks relational Net Promoter Score® (NPS), Customer Effort Score and overall customer satisfaction at every significant milestone in the customer journey.
“With an initial baseline of data, we've been able to address high-impact areas of friction for customers and prioritise our focus areas to see an impact quickly,” Partridge said.
Auth0 is able to gather actionable feedback through email drip campaigns and identify three focus areas from the open-ended comment opportunities:
1) Customer type
2) Main areas of friction these customers are experiencing
3) Top themes from passives and detractors
Armed with this information, Partridge curates key takeaways to present to all internal teams, with these findings giving Auth0’s teams direction when prioritising and strategising upcoming initiatives.
Today, teams can quickly adapt their strategies based on the data to ensure a better customer experience. Partridge’s team shares valuable learnings through monthly read-outs of CX data to bolster cross-functional partnerships, ensuring that internal teams are aligned with current company trends.
Building a more mature CX programme
By leveraging Momentive to listen to customers, ask the right questions at the right time and develop success metrics, Auth0 was able to create a mature CX programme.
With more structure, accessibility and transparency in place, Auth0 saw astounding results within six months:
- NPS increased by 21 points
- CES improved by 9 points
- OSAT increased by 18 points
Looking ahead, Partridge will continue to evolve the Auth0 CX programme, including expanding its use to create a similar approach for its product app. With the help of Momentive, Auth0 will focus on its digital touch experience by catching bugs and influencing the product roadmap with user-backed, in-app data. Partridge’s team is also fine-tuning its VoC dashboards so that internal teams will be able to focus on the data that matters most.
We'll be able to become more targeted with the customer journey to alleviate pains and drive a frictionless experience. It’s going to be incredibly powerful and wouldn’t be possible without Momentive.
NPS, Net Promoter & Net Promoter Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.