Customer Experience Strategy and NPS Implementation at ThoughtWorks Studios

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Objective

To design and implement a structured approach for measuring customer experience and loyalty across ThoughtWorks Studios’ Agile software products and training services, enabling data-driven insights beyond financial metrics.

Strategy

Adopt the Net Promoter Score (NPS) framework to assess customer advocacy and satisfaction, integrating it into the product marketing and feedback ecosystem to guide long-term customer engagement initiatives.

Implementation

  • Conducted an extensive literature review of global customer experience measurement frameworks and validated the suitability of NPS for ThoughtWorks Studios’ product suite.

  • Collaborated with marketing leadership to define survey goals, target audience segments, and success criteria for the inaugural customer experience measurement initiative.

  • Designed a concise, user-friendly survey using skip logic to optimize respondent experience and ensure data relevance and clarity.

  • Evaluated and selected a third-party survey platform for deployment, balancing ease of integration, data security, and analytics capabilities.

  • Partnered with the communications team to create themed digital assets, email banners, and incentive messaging to improve participation rates.

  • Coordinated the end-to-end survey rollout — including campaign launch, participant communication, and response tracking.

  • Developed automated Excel templates for data cleansing, NPS calculation, and trend analysis to streamline post-survey analytics.

  • Synthesized findings into actionable insights and presented key results and recommendations to the global management team, enabling data-backed decisions for product and service improvements.

Outcome

  • Delivered the company’s first structured customer experience measurement framework, enabling continuous tracking of customer loyalty through NPS.

  • Provided actionable insights that informed marketing communication, product roadmap prioritization, and customer engagement strategies.

  • Established a repeatable survey and reporting process that became the foundation for ongoing customer satisfaction initiatives across ThoughtWorks Studios’ global product portfolio.

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