“Experience.com gave us all the tools we needed to measure, improve, and monitor customer experience.”
With a data-driven approach, Williston Financial Group (WFG) has revolutionized its customer experience strategy through Experience.com, achieving remarkable results in engagement, feedback collection, and operational efficiency.
Challenges Faced:
The insurance industry thrives on trust and reputation, and WFG faced critical challenges in managing and leveraging customer feedback effectively. Their initial solution, GatherUp, served its purpose but lacked the customization, brand integration, and automation capabilities WFG required.
WFG needed a platform that could:
- Provide a more detailed and persona-based feedback system
- Increase engagement and survey participation rates
- Deliver insights directly to sales teams
- Improve their follow-up strategy for customer feedback
After evaluating multiple reputation management platforms, WFG found its perfect solution with Experience.com.
The Experience.com Impact:
With Experience.com, WFG made a major shift from location-based feedback to persona-based engagement. This allowed them to gather insights at a more granular level, focusing on individual customer touchpoints rather than just branch performance.
What were the first noticeable changes?
“We saw our participation rate go from 7% with our old platform to 21% with Experience.com. That’s 3X the amount of people willing to take the survey,” said Justin Tucker, EVP and Director of Strategic Initiatives at WFG.
Additionally, WFG’s already strong Net Promoter Score (NPS) increased from 85 to 90, reinforcing their reputation for outstanding service.
The new platform also enabled a more effective follow-up strategy, ensuring that any negative experiences were immediately addressed by the right team members. Customers who left less-than-stellar feedback were promptly engaged, turning potential detractors into advocates.
Game-Changing Features:
Among the many powerful features of Experience.com, a few stood out as transformational for WFG:
- Gamification & Leaderboards: “I love the gamification element of responding to reviews. Our teams can see their leaderboards, track performance, and use AI-powered responses,” said Tucker. This increased engagement and encouraged proactive reputation management.
- Automated Weekly Digests: The ability to send automated reports to stakeholders helped WFG maintain visibility into customer feedback without manual effort.
- Customized Campaigns for Different Audiences: “Instead of a one-size-fits-all campaign, we now have targeted campaigns for buyers, sellers, listing agents, and lenders,” Justin explains. “This allows us to pinpoint service levels and friction points specific to each role in the transaction.”
Driving Adoption & Engagement Through Search Rank Score
While WFG’s primary focus wasn’t on local search rankings, the Search Rank Score feature still played a crucial role in engagement.
“The ranking system got our folks engaged. They could see their scores, what they needed to complete their profile, and how they compared to their peers. It drove more adoption and buy-in.”
Tucker likened it to fitness tracking: “If I don’t have my Fitbit on, I won’t walk 10,000 steps because I feel like I don’t get credit for them. It doesn’t make sense, but it works the same way. It pushes engagement.”
WFG also leveraged Search Rank Score to encourage employees to take action on key areas such as profile completion, review collection, and external listings. As a result, employees felt more involved in improving their digital presence, which directly translated to better customer interactions.
The Verdict:
With over 70,568 surveys sent and 29,121 reviews collected across 135 locations and 203 profiles, WFG has leveraged Experience.com to enhance customer experience, increase engagement, and drive operational excellence.
“Experience.com gave us all the tools we needed to measure, improve, and monitor customer experience. They understood our use case and helped us implement solutions that worked for us.”
Beyond just improving engagement, the platform has helped WFG build a culture of continuous improvement. Teams now have clear benchmarks for success, and leadership has real-time data to make informed decisions. By integrating Experience.com into their workflow, WFG has set a new industry standard for customer experience management.
