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CX in action
CX in action
Our customer experience (CX) team significantly expanded in 2024, including dedicated specialists in experience and service design, customer engagement, digital marketing, communications, and organisational culture, emphasising employee engagement and leadership accountability.
What's more, since early 2024, the CX team has become an integral part of our Operations Department, working closely alongside colleagues dedicated to operational excellence - ensuring that payroll processing remains accurate and on time. They strive towards harmonised service models, unified service tools, and standardised, automated processes.
By embedding CX deeper within Operations, we've shortened the lines of communication, enabling faster responses and a greater impact on customer satisfaction.
Customer Experience Director at SD Worx
Feedback is a gift
Recognising that our ambitious growth targets depend fundamentally on customer growth and satisfaction, we continuously amplify the voices of our customers. In 2024, our CX team introduced a revamped Net Promoter Score (NPS) approach across our ten largest markets, combining relational NPS surveys (randomly selected customers surveyed periodically) and transactional NPS surveys (triggered after customer interactions). This approach will further expand to all other markets in 2025.
Nearly 2/3 of our Promoters (those scoring 9 or 10 out of 10) are willing to act as reference customers, effectively becoming SD Worx ambassadors.
What's more, 80% of respondents provided additional comments, demonstrating remarkable customer engagement. Customer feedback like this is invaluable for SD Worx and we work on this: through the loop-closing methodology, we ensure that every piece of feedback translates into meaningful action.
- Small loop closing: Every customer that provides feedback receives a personal follow-up call to precisely identify how we can enhance our relationship.
- Big loop closing: Aggregated feedback is analysed to identify broader trends, guiding structural improvements through our continuous improvement programme.
Driving CX forward
Customers seek swift, effective solutions, especially when facing issues. To address this need, we undertook significant initiatives in 2024 to improve our case management processes, online communications, onboarding journey, education efforts, and internal culture.For example, we launched an internal quarterly CX newsletter, compiling insights, actions, and success stories to foster stronger internal CX engagement. Additionally, our internal CX community significantly matured, bolstered by enhanced internal training programmes such as our SPARK trainings (SPARK our customer, SPARK your writing, SPARK your phone calls, etc.).
We made these investments with one core goal in mind: to drive significant CX improvements, laying solid foundations for sustained growth and customer satisfaction. As Sigrid puts it: "At SD Worx, every customer interaction matters. Our deep commitment to customer centricity doesn't simply enhance our customer relationships but also shapes our internal culture."
