Data is everywhere. And when it comes to improving the digital customer experience (CX), knowing how to collect, understand and act on that data is key.
But with growing amounts of feedback and behavioural insights coming from all directions, many businesses struggle with making that data accessible across teams and departments, especially in ways that actually drive change.
In our latest Mopinion webinar, Daniël Granja Baltazar from VodafoneZiggo joined our very own Digital Feedback Specialist, Luke Price, to share valuable insights on how their team is making CX data available for everyone across the organisation.
In this article, you’ll find all the important highlights! Or, if you want to watch it back you can find the recording of the webinar here.
Introducing Daniël and VodafoneZiggo
Daniël, Conversion Specialist at VodafoneZiggo, one of the Netherlands’ leading telecom providers, guided us through the steps of collecting, leveraging and democratising CX data to improve user experiences.
The challenge? With millions of users across multiple platforms, it is easy for feedback to get lost. Not to mention how democratising this data is the key to implementing meaningful improvements through the entire organisation!
In 45 minutes, Daniël explained how to use real-time feedback to drive meaningful change for your company.
So, let’s start at the beginning:
What is Customer Experience Optimisation (CXO)
Let’s start with the basics. At the core of the webinar was Customer Experience Optimisation (CXO), the process of constantly improving every touchpoint in the customer journey, based on real user feedback and behavioural data.
In Daniël’s experience, businesses that invest in CXO make smarter innovations, strengthen customer loyalty, and achieve better business results.
Why CXO Matters: Key Benefits
Before he jumped into the VodafoneZiggo case study, Daniël gave us a reminder of the basics: why customer experience optimisation is important!
By consistently gathering and acting on customer feedback, businesses can:
- Identify pain points across the customer journey
- Test ideas before implementing major changes
- Improve user interfaces and support services
- Increase conversion rates and customer satisfaction
CXO empowers teams to create more engaging, customer-centric experiences!
With that covered, let’s move on over to the main event of the webinar: the VodafoneZiggo case study.
How Vodafone Business uses CXO data to optimise the customer experience
In this case study, Daniël shared how Vodafone Business, the service offered by VodafoneZiggo to help Dutch entrepreneurs grow in an increasingly digital world, has used customer feedback in several integral ways to improve their customer experience.
He provided tangible examples, tips, and tricks, as well as insights into how they ensured the feedback data reached all relevant teams across the company.
Let’s dig in!
How Vodafone Business strategically collects data
At VodafoneZiggo, customer feedback is collected through a variety of methods to help drive continuous improvements across their digital experiences. This is also the case for Vodafone Business.
Surveys form the foundation of their data collection efforts, supported by additional tools like heatmaps and screen recordings to provide a broader view of customer behaviour.
Daniël explains that these kinds of surveys help them understand where to improve their website and the Vodafone Business portal, and more importantly, how to do so.
Vodafone Business mainly uses three types of feedback forms:
Customer Effort Score (CES)
CES surveys help VodafoneZiggo understand how easy or difficult it is for customers to complete a certain task or journey. This insight allows the teams to identify friction points in the customer experience and work towards simplifying processes.
Net Promoter Score (NPS)
Through NPS surveys, VodafoneZiggo measures overall customer loyalty by asking customers how likely they are to recommend their services. This metric provides a quick snapshot of customer satisfaction and highlights both advocates and areas that might need improvement.
Web Performance Feedback (WPF)
WPF surveys are used to dive deeper into the performance of VodafoneZiggo’s digital channels, specifically regarding their content. This is an embedded survey, included in the VodafoneZiggo app, their support articles and in their blog, asking “Did this information help you?”.
This enables the company to see if the articles they write are helpful and allows them to optimise this kind of content to fit customer needs.
As mentioned, to complement these survey insights, VodafoneZiggo also uses heatmaps and screen recordings to observe customer behaviour on their platforms.
These tools offer visual context by showing where users click, scroll or drop off, helping to interpret the feedback further.
Want to watch the entire webinar?
Get tips and tricks on how to ensure that your customer experience data reaches every team in your organisation in this case study from VodafoneZiggo.
Recruiting participants for user interviews through feedback forms
Daniël gave us a behind-the-scenes look at how Vodafone Business recruits participants for user interviews. These interviews play a crucial role in validating new designs and services for the Vodafone Business portal.
Instead of relying on external research agencies, Vodafone Business reaches out directly to its own users by including a simple but powerful question at the end of their Mopinion feedback forms: “Are you available for future research?”.
This approach delivered impressive results. In one project alone, 75 people volunteered to participate, even though only 8 were needed for the research.
These conversations with real users helped the team explore specific topics in depth, such as product development and user needs.
Why do they do it? User interviews complement digital feedback by exploring users’ thoughts and feelings on an even deeper level, as Daniël shared in the webinar.
Recruiting participants through Mopinion forms has become a cost-effective, repeatable part of Vodafone Business’s feedback strategy, avoiding assumptions and ensuring data-driven improvements.
As Daniël put it, this was a massive success!
Reaching insights through feedback and error logging
Another key point Daniël discussed was the role of error logging in improving customer experiences. He shared a great real-world example of how VodafoneZiggo used these techniques to make a real impact.
At one point, they discovered through a Customer Effort Score form that many customers were encountering timeout errors during their SIM swap and subscription flows.
Thanks to error logging, Vodafone Business could pinpoint exactly where and when these issues were happening.
Once logged and analysed, the team prioritised the fixes, involved the development team and rolled out improvements across the digital journey.
The results were impressive: timeout errors in the SIM swap flow dropped by 92%, from 657 to just 54.
In another instance, timeout errors in a broader subscription flow were reduced by 84%, from 13,372 to 2,185. They also implemented a new success message in the subscription flow, which was shown 1,537 times, signalling a smoother user experience.
And they did it by collecting feedback, analysing the data and involving the correct teams, which is a great example of how democratising your CX data can massively improve your customer journey.
How VodafoneZiggo Democratise CXO Data
Democratising customer experience data means ensuring that insights are visible and actionable for all teams, not just a select few.
Daniël shared how VodafoneZiggo achieves this by hosting regular presentations and collaborative workshops where feedback findings are shared openly.
Daniël explained how building a culture where everyone can access and use feedback encourages faster, smarter decision-making and keeps the entire organisation focused on the customer.
One major challenge in CXO is preventing data from becoming siloed within small teams.
Daniël emphasised the importance of sharing insights broadly by taking the stage, explaining what was tested, what was learned and how these insights can drive improvements.
Making CX data accessible to everyone, from designers to developers and decision-makers, is the key to truly improving the customer experience across the entire company. When everyone has the right information at their fingertips, delivering better digital journeys becomes a shared responsibility.
Final Thoughts
In this webinar, Daniël showed how democratising CX data is about turning insights into action through your entire company.
By combining smart digital feedback collection and analysis methods, conducting user interviews, tracking behaviour and making insights widely available, businesses can drive real improvements for both their customers and their teams.
Ready to see Mopinion in action?
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