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How Cashfree Payments elevated CX: Achieving a 20-points NPS increase and 3X higher response rates

3X boost in response rates

20 points increase in NPS

Improved support visibility for merchants

Better customer insights with NPS

About Cashfree Payments

Cashfree Payments is a leading payment and API banking solutions company in India, enabling seamless transactions for over 800,000 businesses. As a full-stack payments platform, it supports collections, instant payouts, cross-border payments, and advanced checkout solutions. Known for fast onboarding and high reliability, Cashfree also owns its end-to-end payment infrastructure.

Built for scale and innovation, Cashfree continues to power the growth of digital businesses with secure, efficient, and customizable payment solutions.

Bangalore, Karnataka

B2B

Industry

Financial Services

Use Case

We’ve seen a 20 points increase in our NPS and a 3X increase in response rates after using SurveySparrow. Personalized surveys and NPS tools have uncovered valuable feedback and boosted engagement. It’s one of the simplest, most effective tools we’ve used. The outstanding support made a real difference, and we’d gladly recommend SurveySparrow to any team looking to level up their CX strategy.

Lucky

Social Media Manager at Cashfree Payments

Goal

Cashfree Payments aimed to increase engagement with merchants during the onboarding process. To achieve this, they focused on improving response rates and gaining a clearer understanding of merchant feedback from promoters to passives and detractors.

Being in the financial services industry, they also aimed to deliver high-quality service by making support more visible and accessible to merchants, providing a clear system for raising issues quickly. To make this possible, they sought a solution that could help them collect actionable insights and continuously enhance the onboarding experience.

Challenges

Merchant-Side Challenges

A significant portion of Cashfree’s customer base consisted of small merchants and MSMEs who lacked digital familiarity, particularly during document verification. They often found it difficult to understand which documents to upload and how to complete the process online. They also found it challenging to understand the next steps or raise concerns, which led to delays in the process.

Cashfree Side Challenges

Cashfree previously sent emails to merchants to collect feedback, but low open rates directly led to low response rates. Many merchants weren’t active on email, and inconsistent points of contact further limited engagement. This made it difficult to gather the feedback needed to identify bottlenecks and improve the experience.

Solution

Cashfree leveraged NPS surveys to identify key trends and areas for improvement throughout the merchant onboarding journey.

With SurveySparrow’s web embed feature, they integrated surveys directly into their in-house dashboard—a platform frequently accessed by merchants to boost visibility and engagement.

The logic and customization options further allowed Cashfree to personalize questions based on merchants’ responses.

This targeted approach not only made it easier for merchants to provide feedback but also helped Cashfree gather more meaningful insights to enhance the onboarding experience.

How we hit the mark

NPS surveys
Web Embed
Survey Logics
Customization

Results

With SurveySparrow, Cashfree boosted their NPS by 20 points, driven by a 3X increase in response rates ,gaining deeper visibility into merchant pain points. The personalized NPS surveys provided clear direction on what to improve, helping teams prioritize efforts more effectively.

The platform’s customization options made surveys more engaging and helped boost response rates, even among merchants who had previously ignored them.

As a result, dedicated teams were created to act on this feedback, particularly focusing on making support more visible and accessible to merchants.

Efforts now focus on simplifying onboarding and making ticket raising easier and more visible for merchants, speeding up resolution process and improving satisfaction.

Looking ahead, Cashfree plans to leverage SurveySparrow’s advanced reporting capabilities and workflows to automate follow-ups and further optimize issue resolution and feedback management.