When Rhiannon Lloyd, Customer and Pricing Administrator at InfraBuild, began exploring new tools to enhance client experiences, AskNicely’s NiceAI stood out for its innovative features. InfraBuild, Australia’s leading vertically integrated steel manufacturing, distribution, and recycling business, faced challenges with customer retention and pricing strategy in a highly competitive market. NiceAI proved to be the tool to assist in delivering measurable improvements in operational efficiency by measuring customer satisfaction.
InfraBuild grappled with an increase in customer churn rates in a softening steel market. They found that traditional methods of collecting and acting on feedback were resource-intensive and provided limited actionable insights.
"Customer churn is something we have to be really focused on, especially in the current market," Rhiannon said. "The last thing we need is to risk volume loss due to increased customer churn."
To help solve the issue of increased churn, the team at InfraBuild needed to find tools to capture feedback in real time, identify pain points proactively, and provide actionable insights to guide decision-making and continuous improvement across their teams.
Rhiannon and her team leveraged NiceAI’s suite of features, including AI Insights and Dynamic Surveys.
"AskNicely’s Dynamic Surveys ensure our teams go into customer follow-ups fully informed. In the past, if we received a low score, we had to spend time figuring out what went wrong. Now, Dynamic Surveys proactively prompt customers for more details in the moment, so our teams know exactly what needs to be addressed before making contact — saving time and improving the quality of the customer interaction." - Rhiannon Lloyd, Customer and Pricing Administrator at InfraBuild
The real-time customer feedback surveys they conducted with AskNicely allowed the team to proactively identify and address issues before they escalated. In turn, this made it easier for them to retain more customers because they could boost satisfaction and keep customers happier. Since implementing Dynamic Surveys, they’ve seen a nearly 20% increase in response length, providing more detailed information than previous surveys.
Additionally, the AI insights feature helped streamline the process of gathering and analyzing feedback, enabling Rhiannon to integrate findings into comprehensive, leadership-ready reports. They’ve generated 39 AI Insights reports to help better analyze feedback — enabling leadership to make decisions about how to change the customer experience to better serve their customer base informed by hard data, not guesses.
"The insights from NiceAI helped us save hours of manual analysis and present a clear picture to our leadership team, making our strategy meetings far more productive,” Rhiannon said.
InfraBuild's transition from NPS to CSAT assisted in providing meaningful and actionable customer experience data. This shift, facilitated by AskNicely, was accompanied by the establishment of new response standards and strategies for re-engaging customers through dynamic, real-time feedback collection.
InfraBuild's strategic approach included adopting integrated measurement tools and embedding a systematic feedback response process. These measures led to a notable improvement in survey response rates — achieving 30% CSAT engagement — and enhanced the organization’s ability to proactively address customer pain points.
Together, AskNicely and InfraBuild are helping drive the success of AskNicely in InfraBuild’s business and reduce customer churn. “The InfraBuild team has undertaken an extensive change process including integrated measuring tools and standards on how we respond to customer feedback,” Rhiannon said.
