How Auth0 created a holistic CX strategy—and grew NPS by 21 points


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.

Brittany Klokkenga

September 30, 2022 | 3 min read


Auth0, a product unit within Okta, takes a modern approach to identity and enables organizations to provide secure access to any application, for any user. The Auth0 Identity Platform is highly customizable, 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 centralize data using those platforms. In 2020, the company realized that its program 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) program.

“From the CEO down, our organization 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 closed, analyze 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 to our company’s key CRM tools, Salesforce and Gainsight, really sealed the deal,” Patridge 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 prioritize 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

With this information in hand, Partridge curates key takeaways to present to all internal teams—findings that give Auth0’s teams direction when prioritizing and strategizing 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 internal teams are aligned with current company trends.

Building a more mature CX program

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 program.

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 program, 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 to enable internal teams to dig in 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.

Brie Partridge

Head of Customer Experience

NPS, Net Promoter & Net Promoter Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.

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