Client case

Customer satisfaction to the max

How do you turn an 8 into a 10?

Online reviews and feedback play an important role in the overall digital marketing strategy of a company or organization. Customer surveys result in grades which allow you to report whether the company is doing good, average or poor. It all sounds very nice, but what can you actually do with it? It’s all about improving your processes and service level.

It didn’t take Bernadette Wiersema, Manager Customer Experience at InShared, long to come to this conclusion. As an online insurance provider, with online customers, you can keep track by choosing the right moment to ask for feedback, which goes beyond the standard NPS questions.

About InShared

Together with its customers, online insurance company InShared does everything in its power to prevent damage. InShared quickly understood the consumer’s need to arrange insurances online. They followed the “digital first” approach from the start: an approach that appealed to consumers and allowed them to build a highly efficient business model. Marco Ganzevles, Inshared’s Customer Satisfaction Manager, explains: “Our customers understand that our lean way of working means we use their money responsibly, which maximizes the chance of getting a refund.”

InShared started requesting reviews through InSocial Software four years ago. Bernadette Wiersema of InShared says: “We want to be transparent and open about our customers’ opinion about us.” InShared also discovered that the reviews can be used for more than just marketing and communication purposes. As such, the reviews and NPS have made a significant contribution to their customer contact strategy and optimization of internal processes.

How do you turn an 8 into a 10?

Proactively collecting reviews during the customer journey

InShared’s motto is: “It’s their journey, not ours”. It’s always easy to map out the route of a customer’s journey, but we can’t force customers into one specific journey. We therefore understand that each customer travels his own journey to gather his information.

InShared believes the traditional 4 P’s are no longer adequate. A new factor has come into play: the customer’s experience and the emotions that go hand in hand. Emotions play an important role in the ability to distinguish yourself from your competitors, especially in the insurance industry where prices and conditions are less and less distinctive. InShared actively uses customer reviews for this. Customers own your brand and determine what they would like to see different. Customer reviews bring out a company’s true identity.

Surveys: from standard NPS to useful feedback

InShared provides a survey at each touch point. Below you’ll find an example/demo of reporting damage: (Or you can try it for yourself by clicking here).


Easy to complete

The first four questions consist of a bar indicating the customer’s choice and a matching emoticon will appear: of course a sad emoticon will appear for “very unclear” and a very happy emoticon for “very clear”. This makes it a rather intuitive process. These questions are more specific than the NPS question.


NPS will remain a key element

Output research focuses on two aspects:

  1. The development of customer satisfaction
  2. Reporting

Both support the big picture.


What is the main reason?

Understanding the main reason behind a response will give more insight into the weighting of different aspects. The InSocial (InSights) dashboards will show trends; which aspects do your customers value most? For example: low grades for pricing or high grades for the online claim process offer equally valuable information. You could incorporate it into your promotion strategy.


The image below shows that the ‘most important reason’ combined with the NPS grade indicates what your promoters value most.


What would you need to do to get a 10?

InShared just asks. It seems a trivial question, but it’s rather uncommon and unique in the world of surveys. It’s questions like these that help to improve processes.


The lower grades must also increase

To make sure a 6 becomes an 8 (and later: an 8 becomes a 10), InShared tackles the lower grades and asks customers why they are unsatisfied and if they want to be contacted to discuss the complaint. This initiative helps to change (nearly) detractors into promoters.


Reviews lead to new insights

Improve customer data

Of course you can try to collect additional data through the survey. Below you will find some examples of options that InShared adds to the survey to improve customer data.

Analyzing customer data

Besides managing your online reputation, you can also analyze your existing customer portfolio based on the collected data. These results will help you to innovate, make adjustments and optimize in a targeted manner. The InSocial InSights dashboards allow you to break down data from the completed surveys, based on positive and negative reviews, gender, reference, subject, etc.


InShared: “The reviews are used to optimize processes. If we notice recurring problems, we’ll discuss them in multidisciplinary teams and search for suitable solutions. We use feedback to continuously improve, which has proven to lead to greater customer satisfaction and lower costs.”


Do’s & Don’ts to achieve better results


1. Preparing a survey:
a. Map out the customer journey and decide when you’ll want information from your customer.
b. Set your goal first before preparing the survey questions.
c. Use your company’s brand throughout your survey design with InSocial software.
d. Make sure the questions don’t ask too much of your customer’s computing power and can be filled in intuitively.

2. Additional survey options:
a. Include the option “anonymous” in the customer information field.
b. Try to gather additional customer information, such as gender, age and family composition.

3. Online publication:
a. Use generated reviews and rating for SEO and conversion purposes.
b. Make sure you’ll collect multiple reviews before sharing them.
c.  Sharing negative reviews increases your credibility. Make sure you do catch negative reviews and send them to the customer care department.
d. Choose a review tool which shows reviews in both organic and paid Google search results.
e. Filter language use, you wouldn’t want obscure language to appear in the reviews. Some customers also share their personal information in a review. You’ll want to protect those customers.

4. Analysis & optimization:
a. Keep updating the reviews. With answers to open questions you can turn an 8 into a 10.
b. Take the opinions of your customers seriously.
c. You will recognize trends while analyzing the data. This will give you a head start in winning over the potential customer.
d. Use the feedback to constantly improve your services.

5. Internal convenience creates more efficiency
a. Ensure short communication lines and commitment throughout the company.
b. With API integrations you can offer all relevant information on one dashboard.
c. Discuss internally how to deal with certain problems.


1. Preparing a survey:
a. Not defining a goal.
b. Putting in thoughtless questions in a survey, for example due to a lack of time.
c. Asking too many questions in a survey.
d. Waiting too long to send out a survey. The purchase or shop experience may no longer be top of mind.

2. Online publication:
a. Ignoring or postponing negative reviews. You’d better get back to these customers right away.
b. Reviews don’t leave room for loose ends.

3. Analysis & optimization:
a. Having a wait-and-see policy towards reviews.
b. Don’t just focus on marketing, as it affects your entire company.

A 10 for continuous improvement

If there was a “quick fix” to only receive top grades, they wouldn’t be top grades anymore. Ultimately, it’s about continuously improving customer processes, in order to remove every possible customer obstacle. InShared is already working on the next step: self-service gets smart: it’s InShared’s goal to raise self-service to a higher level. This includes: making the website as smart and simple as possible, reducing the need for actual contact; direct problem solving, reducing stress and offering comfort. And if the need for contact does exist, offering help and support in a human and accessible manner.