Transforming customer satisfaction:
How I boosted NPS from 30 to 65 and cut customer support costs by 4%
Smartbox Group is a leading global provider of personalised experience gifts, transforming the way people celebrate and create memories. Leveraging advanced technology, they curate and deliver exceptional experiences across travel, adventure, dining, and wellness. Their platform seamlessly integrates cutting-edge AI and data analytics to match customers with tailored, high-quality experiences, ensuring each gift is meaningful and unique. The company’s state-of-the-art digital infrastructure supports a vast ecosystem of partners, enabling real-time booking and instant customisation. Their innovative use of smart e-commerce solutions and mobile-first design ensures a frictionless user journey, setting new standards in the experience gifting industry. With a strong focus on customer-centric technology and continuous innovation, Smartbox Group is redefining experiential gifting, creating powerful connections and unforgettable moments worldwide.
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Challenge
When I joined the team, one of my first tasks was to improve our NPS score. I identified a secondary metric to measure our impact: reducing the cost of our customer support call centre, which was overwhelmed by frustrated customers seeking help.
Action
I began by analysing customer complaints through interviews with call centre representatives. Fairly quickly, the key issue became clear: customers struggled to book activities online due to limited availability and a poor user journey. As a result, they resorted to calling the call centre to complete bookings, leading to hundreds of additional calls each day, long waiting times, and growing frustration. We further validated this problem by speaking directly with customers.
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To address this, we decided to streamline the entire online booking process. We developed a new API with a leading connectivity platform to increase both automated and live booking availability and designed a user-friendly booking interface for fast, seamless reservations.
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Clear call to action inserting details to fetch availability on the new API.
A clear description of what is included in the voucher.
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Highlighting extra cost possibilities.
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Clear booking calendar with price indicator for transparency.
Indication of extra costs associated with booking this date.
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When the user hovers over a date, they can see the extra cost
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Clear hover indicator showing no price change for included dates
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New feature allowing upselling as part of the new API.
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A clear summary of what the original voucher includes and any added extras
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A clear call to action with reassurance about rebooking options if needed.
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The impact
This initiative increased our NPS from 30-40 to 65-70. Additionally, it reduced call centre costs by approximately 4%, saving thousands of pounds each month and significantly improving customer satisfaction.