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In a nutshell
- Challenge: How could this popular online resume builder increase customer satisfaction and reduce churn?
- Solution: NPS and churn surveys to gather valuable feedback from their customers.
- Result: 50,000+ survey responses have helped improve the product and optimize for retention.
Zig a Zig, ah!
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“You can get everything in life you want if you will just help other people get what they want.”
That was the motto of the late Zig Ziglar, prolific American author, speaker and salesman.
Zig also said: “When customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.”
You knew this already, of course. But how often does your company really try to understand what your customers want? And how excited do you get when customers complain?
Just the job
One company following Zig Ziglar’s philosophy is Zety, a Polish-based startup that listens intently to what their customers want.
Zety started life in 2016 as Uptowork, an online resume builder. By 2018, it was attracting more than four million monthly visitors. Last year, the company relaunched as Zety to become, as they put it, “arguably the world’s fastest growing careers advice site.”
So, handshakes and slaps on the back all round, yeah? Not quite.
The company may have reached 2.5 million registered users, but Zety faces a familiar subscription-based business challenge: keeping folks paying once they’ve finished their project. In this case, building their resume.
Product Manager, Kacper Raszkiewicz, puts it like this:
“Most of our users churn because they already have a resume or, hopefully, they’ve found a job—about 50% of churn cases.”
So what do they plan to do about it?
“In the future, we’re planning to use people’s feature requests to introduce new products that will help users at different stages of their job hunt.”
It all starts with finding out what their users need.
Churning desires
Q: How did Zety find out what features would help to keep people from churning?
A: Two simple solutions: a Net Promoter Score (NPS) survey and a post-churn survey—both built with Typeform. Let’s dig in.
The NPS survey is sent to customers ten days after they subscribe. It’s just two questions:
How likely are you to recommend Zety to a friend?
If you could change one thing about our resume builder, what would it be?
Simple, right? Hit ‘start’ to see it in action:
When someone cancels their subscription, they get Zety’s post-churn survey.
It’s also just two questions, based around the most crucial user issues reported to their Customer Support team. A multiple choice question presents the most common reasons, and an “anything else to add” question lets customers elaborate.
Have a look through it here:
So, questions set. All that’s left now is to listen.
Ramping up retention
These two surveys have collected more than 50,000 responses from customers. And this has helped Kacper and team strengthen the product by listening to what people want.
As Kacper puts it:
“With NPS, we collect feature requests and improvements that go on our roadmap.”
And then:
“The post-churn survey helps us understand why people stop using our app. By quantifying the most common answers, we can determine the most crucial pain points. So we learn how to optimize retention, which increases growth.”
By collecting customer feedback at two key stages of the user journey, Zety’s product keeps improving and their business keeps growing.
One example is their “expert tips” box, which offers in-app advice to job seekers. Orginally the tips were in an expandable, gray-colored box so they didn’t distract users.
But their NPS survey said that people couldn’t find the tips. And their analytics said that people who did find them are about 40% more likely to pay.
That’s an opportunity. So how did they take that insight and turn it into action?
“We redesigned the tips box with a yellow color and an icon, and the open rate increased nearly by 29%. All thanks to the feedback we got from our Typeform survey.”
That’s a big bump in potentially paying customers from a simple two-question survey.
Getting the right answers
Kacper chose Typeform to collect feedback from Zety’s army of customers for two reasons:
1. The respondent experience.
“Typeform has revolutionized the way online forms are perceived. Its design makes users focus on the most important part of the survey—their answer. People no longer struggle to navigate through the form and provide their answers.”
2. The form creation experience.
“Creating and sharing surveys with Typeform is as user-friendly as filling them in, an incredibly important reason we decided to go with this tool.”
Finally, let’s look at the Typeform features Kacper uses to collect all this rich feedback.
How did Kacper do it?
1. Custom design
Kacper created a theme with colors that matched Zety’s branding. “It was super easy. Even better, we don’t have to do it anymore since the theme is saved and fully reusable,” he said.
2. Embed into webpage
Zety embedded the NPS typeform into their website. To get customers to this page, they send an email to customers ten days after they subscribe. Read our Help Center article to find out how to embed your surveys.
3. Logic Jump
Zety’s NPS survey uses Logic Jump to direct the respondent to a different custom Thank You Screen depending on the score the person gave.
4. Opinion Scale
The Opinion Scale question is the core of the NPS survey. You can even embed this question inside an email and have customers launch the survey right from their inbox. Find out how, here.
5. Slack integration
Typeform’s Slack integration lets you get notified as soon as someone fills in your survey. In fact, we use this for our own NPS and churn surveys here at Typeform. Find out how to set up Slack real time response alerts.
What next?
Learn from your customers to keep them as customers. It really is that simple. If you aren’t already using Typeform to listen to your audience, here’s how to get started:
Kick off by copying our Net Promoter Score template to your Workspace
Grab a copy of Zety’s post-churn survey typeform as a template. You can customize the Multiple Choice options based on your customers’ main issues with your product or service.
Read our Help Center articles on how to make NPS and churn surveys for pro tips on building successful campaigns.
