Back is an innovative supplier of web hosting services and a leader in the provision of domain name and web hosting services. See how they increased their NPS by 50% while leveraging customer insights for strategic advantage.

Challenge is a Danish supplier of web services with offices in 12 countries and millions of customers. The company focuses on providing easy solutions, so that even non-technical people can make the most out of internet and its unlimited possibilities.

When Mikkel Nedza joined as Head of Business Excellence, the customers of the company could only leave feedback after a customer service interactions. This was a problem, as only a small portion of their customers had the possibility to talk about their experience, and as a result used to have a very narrow view on the status of CX.

Mikkel realized that they needed a clearer understanding of customers’ needs as well as a better grasp on how customers experienced the variety of services. “We needed to go beyond that to get a holistic view of the overall customer experience, building a systematic and consistent way to track and act upon what our customers were saying about their journey”, says Mikkel.

Mikkel and his team set out to find a new way to collect customer feedback. They identified a few solutions, and also piloted some of them, but they were not fully satisfied.

As soon as your feedback volumes start to increase, some solutions are not suitable to use, since you are not able to structure the insights in a clever way – they are just not smart enough”, comments Mikkel.

The main problem was that, while most solutions would work well enough to collect feedback, they did not help understand what customers actually talked, nor did they surface strategic insights that could drive action. That needed to be done mainly manually, and it was both complex and time-consuming.


Lumoa eventually came into the picture, and Mikkel was impressed by it advanced analytics capabilities and its focus on simplicity and business impact. He saw that as a way to not only save time and money, but also to allow anyone at to take action based on customer feedback.

“We were successfully utilizing AI in other parts of our organization, and we have learned that, when done right, AI can provide a lot of value for the company”, Mikkel states. “With Lumoa’s AI-based solution, we ensure consistent insights in real-time with no effort whatsoever.

The team decided to take Lumoa into use, and soon after that, they started to get a much more comprehensive understanding of the overall customer experience. They started to identify what areas to prioritize and whether their strategic initiatives and plans are geared in the right direction. now uses Lumoa to:

  • Track and measure the customer experience along the customer journey
  • Share insights across different teams and departments
  • Enrich the data that comes from Zendesk to maximize the usage of insights
  • Learn about the customer experience for newly acquired businesses


NPS increase

The main CX metric for is NPS and they collect NPS feedback at different stages of the customer journey – for example to assess the success in onboarding a new customer, to review the experience following to a customer service interaction, or to understand the general status of the relationship with the customer.

“For us, NPS is king. It’s easy to understand, transparent, and easy to compare”, says Mikkel. “We have increased our support NPS from approx. 40 to 60 since we took Lumoa into use, based on the insights of what works well and what can be improved”.

But it is not only about NPS. Now’s product and marketing departments also survey customers to measure how satisfied they are about products such as Mail Suite or Website Builder. With a simple 5-rate scale and an open question, the teams can assess how the customers experience different offerings.

”We can understand why customers are either satisfied or dissatisfied, so we know what we should continue doing – what the customers like, and we can improve the things that they don’t like”, says Mikkel.

There are several teams at that use Lumoa, at no additional cost.

“Lumoa is also used for all our board and management meetings. Our baseline results and support results are included in the presentations. It’s definitely something that is trusted and much appreciated, continues Mikkel.

Zendesk integration

Yet another department at that uses Lumoa extensively is the Customer Support team – which means approximately 100 agents plus the managers and the Head of Support. They handle roughly 80,000 support requests per month, and the messages they get contain important information on how to improve their services further.

That’s why has integrated Zendesk with Lumoa.

The Customer Support team can now track performance at agent and team level, compare performance, create best practices, and deliver improvements. They also keep an eye on how performance is impacted by different support channels: “We track whether it’s an email request, chat request, or phone request. In that way, we can see which channel actually fits better for specific topics and themes”, comments Mikkel.

The team has reduced average handling times thanks to the optimization of the routing that was possible with the Zendesk-Lumoa integration.

Assessing new brand acquisitions has grown quickly in the last few years thanks to several strategic acquisitions of international brands that offered the same or similar services – now all operating under the international multi-brand company

As a way to assess the newly acquired brands, first ensures that feedback is systematically collected. They then use Lumoa to identify important insights from the feedback and establish a structured way of improving the customer experience.

One of the first things we do when we acquire a new company is that we use Lumoa to get a better understanding of the company. It gives us insights that will otherwise take years to get a sense of, essentially we are quickly getting to understand the company from scratch”, states Mikkel.

That’s made possible also because Lumoa can analyse feedback in multiple languages.

”I think there is so much value in the automatic translation of feedback, and even more importantly, the automatic categorization, and the insights from the analytics in Lumoa. The brands support customers in 11 different languages and none of us can understand all 11”, comments Mikkel.

Comparing the performance between brands

Finally, uses Lumoa to compare the customer experience between different brands. Keeping in minds that brands have differences that might make it difficult to compare them, the team has had very interesting results.

”We’ve become aware of situations where we have similar issues across different brands. So even though we work on different platforms, in different markets, etc., we can see more or less that we are experiencing the same things with our customers, and that is true both for the good and for the bad”, comments Mikkel.

The company has then started to consider what products or services are suitable for different types of customers, in given markets.

Lumoa has helped us figure out whether we should present products in another way, or maybe not push a product as actively to some customers compared to other customers in another market”, adds Mikkel.

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