Customer insights examples
Posted: Sat Jan 18, 2025 10:43 am
PodcastGuests.com is a service that connects podcast hosts who need guests with people who make podcasts and are looking for shows to appear on. This service sent out a survey as part of their weekly email campaign.
What we like . The beauty of their survey is that the questions they chose had 2 purposes:
Collect meaningful feedback from subscribers to improve the experience
Gather meaningful subscriber data to ensure PodcastGuests.com's email list is properly segmented
By asking questions that nepal phone number material require respondents to choose an option, PodcastGuests could use this information to send more personalized emails containing only the content that is useful to the customer, optimizing their email campaigns and improving the experience.
HubSpot NPS System
At HubSpot, they use NPS and email marketing automation to collect and measure customer satisfaction.
When a support ticket is concluded, they send an email to the customer asking them to rate their experience from 1 to 10. From here, they use the data they collect to determine if they are on the right track with their customer service efforts.
What we like. This tool works particularly well because it's a one-click experience without a long list of survey questions to answer. Plus, it provides an easy way for your team to assess whether the strategy is working or needs improvement.
Yokel Local bug fixes thanks to behavioral data
Yokel Local, a digital marketing agency, noticed that their conversions were worryingly low on the “request a consultation” page. After testing the form internally, they couldn’t find the reason for the drop.
That’s when they turned to Lucky Orange, a screen recording software, and started observing actual customer interactions with the site. They discovered a major user experience issue that resulted in some devices being unable to click through checkboxes, driving the bounce.
What we like . This information led to some web development work to fix the problem and conversions returned to normal. Sometimes things look great on the surface, but they hide problems behind.
A/B Testing by Csek Creative
When a business wants to change something as vital as their website’s homepage, there better be a good reason for doing so. After all, there’s no guarantee that the change will be for the better. That’s why a good practice is to A/B test the new copy against the old one to see which version leads to a higher percentage of the desired result.
That’s exactly what digital marketing agency Csek Creative did with their new tagline. What they thought would be a minor change resulted in an 8.2% increase in their click-through rate.
What we like . The company's tests were conclusive and showed that changing the tagline on the homepage would lead to a higher click-through rate, something that would not have happened if the test had not been conducted.
Netflix Machine Learning
One of the best examples of machine learning to improve customer experience is Netflix’s recommendation engine.
What we like . By analyzing each user's interactions with other customers' preferences, Netflix can deliver content that is more likely to be entertaining. This increases customer satisfaction as well as the time they spend on the platform.
How to apply customer insights
So, you’ve been running surveys on your digital platforms and your customers have been enthusiastically sharing their thoughts. Now it’s time to combine these valuable qualitative insights with analytics and then make changes.
Now, where do you start? Get inspired by these use cases where customer feedback was the key to making a difference.
. Make changes based on the results of user testing
Customer feedback is a vital component of any testing phase. To ensure that its support portal revamp met user needs, Usabilla launched it in beta first and set a time frame for feedback.
Usabilla invited a percentage of existing site visitors to try out the new beta website . Once there, customers were very willing to share their feedback. Perhaps because they had been actively invited to try out the site, which made them more interested in leaving their feedback.
What we like . The beauty of their survey is that the questions they chose had 2 purposes:
Collect meaningful feedback from subscribers to improve the experience
Gather meaningful subscriber data to ensure PodcastGuests.com's email list is properly segmented
By asking questions that nepal phone number material require respondents to choose an option, PodcastGuests could use this information to send more personalized emails containing only the content that is useful to the customer, optimizing their email campaigns and improving the experience.
HubSpot NPS System
At HubSpot, they use NPS and email marketing automation to collect and measure customer satisfaction.
When a support ticket is concluded, they send an email to the customer asking them to rate their experience from 1 to 10. From here, they use the data they collect to determine if they are on the right track with their customer service efforts.
What we like. This tool works particularly well because it's a one-click experience without a long list of survey questions to answer. Plus, it provides an easy way for your team to assess whether the strategy is working or needs improvement.
Yokel Local bug fixes thanks to behavioral data
Yokel Local, a digital marketing agency, noticed that their conversions were worryingly low on the “request a consultation” page. After testing the form internally, they couldn’t find the reason for the drop.
That’s when they turned to Lucky Orange, a screen recording software, and started observing actual customer interactions with the site. They discovered a major user experience issue that resulted in some devices being unable to click through checkboxes, driving the bounce.
What we like . This information led to some web development work to fix the problem and conversions returned to normal. Sometimes things look great on the surface, but they hide problems behind.
A/B Testing by Csek Creative
When a business wants to change something as vital as their website’s homepage, there better be a good reason for doing so. After all, there’s no guarantee that the change will be for the better. That’s why a good practice is to A/B test the new copy against the old one to see which version leads to a higher percentage of the desired result.
That’s exactly what digital marketing agency Csek Creative did with their new tagline. What they thought would be a minor change resulted in an 8.2% increase in their click-through rate.
What we like . The company's tests were conclusive and showed that changing the tagline on the homepage would lead to a higher click-through rate, something that would not have happened if the test had not been conducted.
Netflix Machine Learning
One of the best examples of machine learning to improve customer experience is Netflix’s recommendation engine.
What we like . By analyzing each user's interactions with other customers' preferences, Netflix can deliver content that is more likely to be entertaining. This increases customer satisfaction as well as the time they spend on the platform.
How to apply customer insights
So, you’ve been running surveys on your digital platforms and your customers have been enthusiastically sharing their thoughts. Now it’s time to combine these valuable qualitative insights with analytics and then make changes.
Now, where do you start? Get inspired by these use cases where customer feedback was the key to making a difference.
. Make changes based on the results of user testing
Customer feedback is a vital component of any testing phase. To ensure that its support portal revamp met user needs, Usabilla launched it in beta first and set a time frame for feedback.
Usabilla invited a percentage of existing site visitors to try out the new beta website . Once there, customers were very willing to share their feedback. Perhaps because they had been actively invited to try out the site, which made them more interested in leaving their feedback.