_This customer story was originally published by AskNicely. _

Sangoma Technologies Corporation is a trusted leader in business communications, offering companies the flexibility to choose unified communications solutions on-premises, in the cloud, or hybrid (UCaaS), combining voice, video, networking, and security for an exceptional integrated experience. They have been working with AskNicely for a year and have made significant progress in customer experience, delivering consistent service and strengthening their reputation as a reliable partner for their customers and partners.

When Sangoma began using AskNicely, its goal was to reduce churn and improve the customer experience for its more than 100 000 customers across 187 countries. Over the past year, Sangoma has seen success in both areas and has benefited from AskNicely.

Reduce Churn

Sangoma’s primary goal was to improve its churn rate by unifying a “One Sangoma” culture focused on the customer experience. They aimed to achieve this by breaking down feedback silos through a centralized voice of the customer program, recognizing and coaching their teams to consistently deliver excellent service, and improving the employee experience.

“Since implementing AskNicely, we’ve been able to maintain our churn level, which is an improvement for us,” said Joel Kappes, Chief Customer Officer at Sangoma. The Sangoma team quickly adopted a customer-centric culture and quickly integrated feedback loops and daily recognition. They also focused on coaching after deploying AskNicely to their teams, from headquarters to frontline teams. Managers were held accountable for their team’s results, highlighting that everyone had a role to play in improving the customer experience and reducing churn, results that were reflected in their scores.

The role of NPS and CSAT in the customer experience

Sangoma uses AskNicely to collect feedback on two key metrics: NPS and CSAT. During the year they have been using AskNicely, they have seen significant improvements in both scores, improving the customer experience they deliver and their understanding of customers.

“Sangoma already considers AskNicely, NPS, and CSAT scores fundamental to mapping our success in the future. We’re already benefiting from this tool and can see very clearly how we will continue to benefit from it,” said Sam Force, Director of Premier Customer Success.

NPS for making data-driven leadership decisions

Sangoma uses the Net Promoter Score to help its leadership team better understand the customer experience. The data and insights provided by AskNicely enabled leadership to confirm key hypotheses they had formed about the customer experience. The same data also disproved other hypotheses and helped the leadership team understand the true CX drivers that required attention.

Over the past year, they focused on implementing broader systemic improvements raised by feedback from their customers. They attribute their 29-point increase in NPS to these systemic improvements.

CSAT for improving the customer experience

While Sangoma’s leadership team primarily uses NPS, the customer support team uses CSAT. Their goal was an organization-wide customer satisfaction score of 85 %. At the end of their first quarter using AskNicely, they had a CSAT of 73.8 %, and 56 of their agents were below this 85 % target. Just under a year later, they exceeded their target with a CSAT of 94.6 % and only 17 agents below 85 %. They achieved this increase by implementing surveys triggered after every customer interaction and creating customized dashboard views for all agents. These customized views make feedback readily accessible in real time and allow teams to see areas for action and improvement.

“It’s daily coaching and daily conversations, using CSAT data to help our teams improve,” said Rich Hackel, VP of Global Customer Care. Their radical ownership culture encourages leaders to consider their team’s scores as their own.

Creating a culture of “One Sangoma” excellence + success

Sangoma worked hard to improve the customer experience by reviewing feedback and call transcripts daily and coaching their teams based on the results, propelling them toward a new culture. Given the wide range of products and business segments, Sangoma’s leadership prioritized aligning the entire organization around a single standard of service excellence. This led to the “One Sangoma” initiative, where every team member contributes to a culture centered on the customer experience as one unified brand.

In just one year, this transformation improved customer satisfaction and strengthened Sangoma’s reputation as a reliable, trusted partner that provides consistent, dependable support when it matters most. Using AskNicely puts Sangoma in a fantastic position to keep improving and deliver the best experiences to all its customers.

Results

  • Maintained churn levels, an improvement over using AskNicely
  • CSAT increased by 17 points and the number of agents below target decreased from 56 to 17 in less than a year
  • NPS increased by 28.9 points in less than a year