Daisy drives customer retention rates - Feedback Ferret

Daisy’s C-Sat score rises from 3/10 to 9/10


We’ve always known that the key to excellent customer experience lies in listening to and acting on customer feedback. So when we heard that Daisy Group has seen a huge rise in their C-Sat score as a result of implementing their Voice of Customer programme, we were chuffed to bits. This story really does demonstrate the power of customer feedback.

Here’s the Daisy story:

A year ago, the IT and business communications provider was rated just one star out of five by Trustpilot, and had a trust rating of less than three out of 10. Today, those figures have soared to five out of five and 9.2 out of 10 respectively.

Going back to the drawing board, the business introduced a Service Improvement team whose key focus is to action a Continuous Service Improvement Plan – analysing root causes to customer issues and implementing process improvements. The team also proactively contacts customers for feedback which populates the business’ Voice of the Customer programme.

Daisy has also put in place call quality measurements, with a Quality Assurance team listening to calls in order to provide feedback and training where needed. All operators are tasked with achieving a minimum of 80% against this framework, and over the last 12 months 81% of all assessed calls met these standards.

“What we have found is that talking to our internal customers (our own Daisy employees) is just as important as speaking to our external customers,” said Stefni Oliver. “Our Help Make it Better internal initiative is an employee feedback method that helps to promote the sharing of opinions and ideas for improvements from our own staff. Who better to come up with new ideas on how we can better help our customers than those to whom we are talking directly?”

This is fantastic news – it’s why Feedback Ferret does what we do. Although we have nothing to do with Trustpilot, we’ve worked in partnership with Daisy to host their Voice of Customer programme and provide their “taking action” tool – Ferret Respond. This tool is a hot alert management system that allows clients to resolve serious issues quickly. It’s clearly been very effective and paid huge dividends.

Congratulations to everyone at Daisy who has been part of this success.

Click HERE to read the full story.

Find out how Daisy are using Feedback Ferret:

Daisy is a B2B telecommunications company with over 60,000 customers. The company has grown very rapidly over the last 10 years as a result of a dynamic programme of acquisition. The challenge now facing Daisy is achieving organic growth. They need to sell more products and services to existing customers and improve customer retention rates. They need to better understand where they are getting things right so they can replicate best practice, and identify where they are getting things wrong so they can understand root causes.

After each customer interaction, be it on the telephone or via a sales representative in the field, Daisy asks for feedback. They ask two questions: How likely are they to recommend Daisy as a supplier? Why did they give that score? Approximately 10,000 feedback invitations are sent out each month and the responses are fed directly into the Feedback Ferret text analysis engine. All feedback data is available immediately to view on the Ferret Explore dashboard.

Daisy is seeing clear patterns in the feedback of where they are performing strongly or poorly – be they particular geographic areas, specific products or services, or individual people in call centres.  Impact Analysis is used to determine which corrective actions will result in the most significant increases in customer retention. This customer feedback data is being used to target specific key areas of the business, increase cross-selling, reducing churn and ultimately improving the bottom line.


“As a result of the information Feedback Ferret provides us with, we have already identified several areas of the business we need to improve upon. We are taking corrective action to deal with these and are looking forward to seeing an improvement in our bottom line as a result.”

Roger Watson
Head of Insight, Daisy