That was the motto of the late Zig Ziglar, prolific American author, speaker and salesman.
Zig also said: “When customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.”
You knew this already, of course. But how often does your company really try to understand what your customers want? And how excited do you get when customers complain?
One company following Zig Ziglar’s philosophy is Zety, a Polish-based startup that listens intently to what their customers want.
Zety started life in 2016 as Uptowork, an online resume builder. By 2018, it was attracting more than four million monthly visitors. Last year, the company relaunched as Zety to become, as they put it, “arguably the world’s fastest growing careers advice site.”
So, handshakes and slaps on the back all round, yeah? Not quite.
The company may have reached 2.5 million registered users, but Zety faces a familiar subscription-based business challenge: keeping folks paying once they’ve finished their project. In this case, building their resume.
Product Manager, Kacper Raszkiewicz, puts it like this:
So what do they plan to do about it?
It all starts with finding out what their users need.
Q: How did Zety find out what features would help to keep people from churning?
The NPS survey is sent to customers ten days after they subscribe. It’s just two questions:
Simple, right? Hit ‘start’ to see it in action:
→ Looking for a galactic guide to Net Promoter Score? Take our interactive StarWars tour of NPS here.
When someone cancels their subscription, they get Zety’s post-churn survey.
It’s also just two questions, based around the most crucial user issues reported to their Customer Support team. A multiple choice question presents the most common reasons, and an “anything else to add” question lets customers elaborate.
Have a look through it here:
So, questions set. All that’s left now is to listen.
These two surveys have collected more than 50,000 responses from customers. And this has helped Kacper and team strengthen the product by listening to what people want.
As Kacper puts it:
By collecting customer feedback at two key stages of the user journey, Zety’s product keeps improving and their business keeps growing.
One example is their “expert tips” box, which offers in-app advice to job seekers. Orginally the tips were in an expandable, gray-colored box so they didn’t distract users.
But their NPS survey said that people couldn’t find the tips. And their analytics said that people who did find them are about 40% more likely to pay.
That’s an opportunity. So how did they take that insight and turn it into action?
That’s a big bump in potentially paying customers from a simple two-question survey.
Kacper chose Typeform to collect feedback from Zety’s army of customers for two reasons:
1. The respondent experience.
2. The form creation experience.
Finally, let’s look at the Typeform features Kacper uses to collect all this rich feedback.
Kacper created a theme with colors that matched Zety’s branding. “It was super easy. Even better, we don’t have to do it anymore since the theme is saved and fully reusable,” he said.
Zety embedded the NPS typeform into their website. To get customers to this page, they send an email to customers ten days after they subscribe. Read our Help Center article to find out how to embed your surveys.
Zety’s NPS survey uses Logic Jump to direct the respondent to a different custom Thank You Screen depending on the score the person gave.
Typeform’s Slack integration lets you get notified as soon as someone fills in your survey. In fact, we use this for our own NPS and churn surveys here at Typeform. Find out how to set up Slack real time response alerts here.
Learn from your customers to keep them as customers. It really is that simple. If you aren’t already using Typeform to listen to your audience, here’s how to get started: