Culture Amp Increases Customer Retention Using Front

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Culture Amp is an employee experience platform that helps companies improve employee engagement, performance, and development. The platform helps customers transform culture; increase diversity, equity, and inclusion; and reduce employee turnover. One of Culture Amp’s major priorities is customer delight, and team members are tasked with getting customers the answers they need quickly.

Challenge

Before implementing Front, Culture Amp used a combination of Slack, email, and their internal project management system and CRM to manage communications. Information important to customer communications lived separately in these various locations, so team members struggled to find what they needed to reply to inquiries in a timely manner. Chris Schwass, Director of Customer Revenue Operations at Culture Amp, says, “One of the key reasons that we decided to move forward with Front is that we looked at the percentage of efficiency that we thought we could gain.”

Solution

Once the Culture Amp team started using Front, they were able to see the efficiency gains they were looking for and improve customer happiness in the process. Schwass explains, “We’re now able to work behind the scenes to connect all the dots because of the efficiency we get out of Front.”

We’re now able to work behind the scenes to connect all the dots because of the efficiency we get out of Front.

Chris Schwass, Director of Customer Revenue Operations at Culture Amp

Streamlining communication and improving the customer experience

Many customer messages involve multiple questions — strategic and technical. Whereas team members previously had to contact colleagues in Slack to get input on responses to customer inquiries, Front allows multiple team members to collaborate on a draft. Team members can simply tag colleagues directly within the draft. Schwass says, “From a customer perspective, they simply send an email to Culture Amp, and they get an informed response that answers all their questions. From our side, we reduce the coordination costs and time involved. We don’t have people jumping into Slack or on Zoom. We’re not creating multiple emails. We coordinate in Front and send a single response to the customer.”

Improving net promoter scores through fast, complete solutions

The increased speed and thoroughness of responses has resulted in higher customer satisfaction levels. Schwass says that the team has achieved net promoter scores of over 60 using Front. He adds, “If we ripped out Front tomorrow, we would lose our ability to collaborate behind the scenes. It would slow down our communication back to customers. It would also mean that we’d be walking in with gaps in communication.”

If we ripped out Front tomorrow, we would lose our ability to collaborate behind the scenes. It would slow down our communication back to customers. It would also mean that we’d be walking in with gaps in communication.

Chris Schwass, Director of Customer Revenue Operations at Culture Amp

Increasing customer retention thanks to speed and consistency

Since using Front, Culture Amp has also improved customer retention rates. Customers are delighted when they get a fast response and when team members are able to quickly resolve their issues. 

Supported through the journey 

While Front was intuitive to use and easy for team members to learn, the team did have questions. Schwass says that the support the team received was exceptional, making the implementation smooth and simple for administrators. He adds, “I felt like [the Front team] always had my back. And every time I asked a question, I felt really heard. I really felt like this is a team I can work with and these are people I can trust from the start.”

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