CUSTOMER STORY
Woom enhances its employee and customer journeys
Learn how woom grows its global business by gathering feedback at scale and improving experiences.
US HEADQUARTERS
Austin, TX
COMPANY SIZE
200+
INDUSTRY
Sporting goods manufacturing
USE CASES
Employee experience
Customer experience
OVERVIEW
Children’s bike manufacturer woom began with two innovative dads in an Austrian garage and has since grown to include a North American headquarters and distribution in 30 countries. As a global company going from startup to scaleup, woom needs to maintain strong relationships with both employees and customers, wherever they are. SurveyMonkey makes it easy to collect valuable, multilingual feedback, uncover new opportunities to improve experiences, and gear up for continued growth.
Launched and received feedback from 1st survey within 24 hours
46 global eNPS
86% satisfaction score for employee L&D
THE CHALLENGE
Improving employee and customer experiences in tandem
Since it was founded more than 10 years ago, woom has been on a wild ride of rapid growth. Among the top challenges for the direct-to-consumer company has been scaling up while staying connected with its global team and customer base. In its early days, it was easier to track the employee and customer experience through direct 1:1 interactions. But as the company grew, it needed to upgrade its approach and unify its feedback channels. Christopher Hogan, head of finance for woom North America, knew that SurveyMonkey was the answer. He steered woom toward SurveyMonkey Enterprise to collect in-depth employee experience (EX) and customer experience (CX) data—because woom believes both are inherently linked to the strength of its business.
“One of the challenging things about going from startup to scaleup is the need to continually reimagine, redevelop, and improve. SurveyMonkey is a scalable solution that allows us to grow and keep pace with our ever-changing business.”
Christopher Hogan
Head of Finance
woom bikes North America
THE ANSWER
A scalable feedback solution for business-critical insights
Woom began using SurveyMonkey to collect feedback across the entire employee lifecycle: onboarding, engagement, pulse check-ins, learning and development (L&D) sentiment, exit interviews, and more. Its first-ever global employee engagement survey was a particularly big undertaking; SurveyMonkey simplified the whole process, allowing for candid anonymous responses, granular insights, and easy analysis with the SurveyMonkey Microsoft Power BI integration.
“Implementing an engagement survey, or really any kind of employee survey, can feel a little overwhelming,” said Hillary Granda, head of connected operations and strategic projects. “SurveyMonkey's templated questions allow us to build a beautiful framework to ask the right questions and get the answers we're looking for."
Hogan and the woom team also developed post-purchase customer surveys to understand everything from customers’ bike assembly experience to their favorite product colors to overall satisfaction. Being able to survey both its employees and customers in their preferred language was a big benefit for woom, as was seeing holistic insights in one streamlined platform. “SurveyMonkey is helping us to bring much better transparency and visibility to each step in our employee and customer journeys,” said Hogan.
“With SurveyMonkey, we have been able to collect feedback from both our customers and our employees, prioritize what they need, and build that into our strategies. Having that voice of the employee or voice of the customer represented was transformational.”
April Obersteller
Managing Director
woom bikes North America
THE RESULTS
Data-driven decisions and magic moments
Woom’s global employee engagement survey helped pinpoint areas of focus for EX initiatives and yielded a 78% response rate and 46 employee Net Promoter Score®, a rating of how likely employees are to recommend working at the company. L&D surveys revealed that woom’s EU and US teams had different learning preferences, which guided program improvements and led to an average 86% learner satisfaction score. Based on all the employee journey data it’s collected, woom is planning to create individual “ride plans” to support each employee’s long-term career goals.
One unexpected EX insight showed that more than anything else, employees wanted personalized notes and recognition from senior leadership. Woom immediately set up card stations in its offices and writing notes is now a daily habit for leaders and employees alike.
SurveyMonkey has also made it easy for the woom team to closely monitor valuable customer metrics like Net Promoter Score (NPS®) and contacts per order. Thanks to customer feedback, it fine-tuned its bike assembly instructions to eliminate pain points and create a better unboxing experience.
“Those surveys that we're able to do with our customers,” said Granda, “we can then share back with our employees to say, ‘The work that you're doing each day really matters. You are making magic moments for each of our customers.’”
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Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.