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How data helps Ruby deliver a WOW customer experience

Susanne Axelsson
Susanne Axelsson
March 15, 2022
How data helps Ruby deliver a WOW customer experience

Missed our Global Frontline Experience Summit 2022? It was pretty awesome :-) but don’t worry, all of the powerful sessions are available right here! 

Who we heard from:

Wendy Miller, Senior VP of Customer Success at Ruby, is passionate about building customer-focused organisations that enable frontline teams to create strong and lasting client relationships while maximising company profitability.

The BIG idea:

Ruby has a reputation for best-in-class customer care and provides small businesses with the services, products and analytics they need to manage customer interactions and deliver exceptional experiences in an increasingly digital world. They consistently achieve a 62+ NPS and 93+ (nope that’s not a typo!) Csat from the businesses they help. 

For a long time, that reputation was built on being reactive; but by leveraging data to drive results, Ruby has become far more proactive around how it drives success. What’s more, connecting its frontline teams to this same data has helped to supercharge the company’s potential. 

A data trifecta

Wendy believes that when it comes to customer success, there are three data cornerstones that every business should use to gauge the health of its business and teams.

she says. 

  1. NPS and CSat – Early, regular and ongoing measurement of customer satisfaction allows the team at Ruby to recognise gaps and opportunities for improvement. 
    “Finding your survey ‘sweet spots’ (the perfect moment to ask your questions) earns you the right to find out more and will enable you to measure how your customer feels during every interaction (not just at the end),”
    explains Wendy.  
  1. Productivity – Wendy believes the primary goal for measuring productivity is to determine whether your business is putting time, effort and resources into the right initiatives. 
  1. Retention – If you’ve done a good job at the first two pillars, this should automatically lead to greater customer retention and brand loyalty!

Connecting it all up 

Data is simply information; it's what you do with it that turns it into something powerful, believed Wendy. 

“When we fail to get feedback to the people who need to act on it to grow products, or fail to use it to celebrate their strengths, all the amazing insights and learnings within customer feedback go to waste!”

she says. 

Ruby is hyper-focused on sharing both its data cornerstones and customer feedback with teams across the organisation. 

“To keep your team engaged with their KPIs, we’ve ensured that there is a strong comms and training plan in place so they understand not only how but why our organisation focuses on those measures, and how the results are used to guide business decisions,” she explains.

Making it happen

In line with a focus on being proactive, a number of Ruby’s productivity metrics focus on leading the customer experience rather than simply responding and Wendy is a big advocate of tying productivity measures directly to reward:

“In my experience, two things are always true:

1, people only do what is measured and 

2, to drive that behaviour, tie compensation to the behaviour you’re looking for across your team,” says Wendy.

This makes it easier for teams to deliver on the company’s signature ‘WOWism’ that has become part and parcel of customer interactions with Ruby.

To learn more about ‘WOWism’ at Ruby, listen to the full video at the top of this page.

Susanne Axelsson

About the Author

Susanne Axelsson
Susanne is the Frontline Community Evangelist as well as the author and researcher for Frontline Magic Handbook. She believes happy customers are born out of great experiences. Great experiences are delivered by motivated frontline people.
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