How Exotel boosted NPS by 10% using SurveySparrow to capture direct user feedback

Goal

Exotel aimed to improve the overall user experience of their product by gaining a deeper understanding of customer sentiments at the ground level. To do this, they set out to collect direct feedback from users through a structured feedback loop that would act as a ground report, offering clear insights to both the product and management teams.

As part of this, Exotel also wanted to measure Net Promoter Score (NPS) to better understand customer satisfaction and pinpoint areas for improvement. By combining direct user feedback with NPS data, they hoped to make more informed product decisions and deliver a better experience for their customers.

Challenges

As a telecommunications platform used by businesses across industries, Exotel needed a clear view of how end users were interacting with their product on a daily basis. Despite being close to customer conversations, they didn’t have a direct way to capture feedback from the actual users, such as agents and operators. 
Previously, customer success managers had to manually collect feedback from clients which was a time-consuming process 

Instead, feedback typically passed through layers of internal teams before reaching decision-makers, often getting filtered or losing context along the way. This made it difficult to identify recurring issues, track promoters and detractors, or take timely action on user concerns.

To maintain a high-quality experience across such a diverse customer base, Exotel needed a transparent, structured way to collect unfiltered feedback directly from the ground level  and to use NPS as a reliable metric to guide product decisions.

Solution

Exotel used SurveySparrow’s in-app survey capabilities to embed NPS surveys directly within their internal dashboard used by agents. This made it easy to reach end users in their flow of work, increasing both visibility and response accuracy.

The platform’s intuitive UI allowed teams to quickly build and deploy surveys without added complexity. With logic-based flows, Exotel could tailor questions based on user inputs, ensuring more relevant feedback from each interaction.

Partial submission tracking helped capture insights even when surveys weren’t fully completed, adding to the volume and depth of data. Combined with responsive customer support, these features gave Exotel the tools needed to establish a consistent, scalable feedback mechanism across the organization.

How we hit the mark

• NPS Surveys

• In-app survey

• Survey logics

• Partial submissions

• Dedicated support

Results

Using SurveySparrow, Exotel saw a 10% increase in their NPS compared to the previous year. This growth came from a more focused effort to gather feedback directly from the end users of their platform, rather than relying on inputs passed through internal layers.

Getting unfiltered insights from the ground level allowed Exotel to better understand user pain points, especially from detractors, and take clear, targeted action to improve the product experience. It also brought greater transparency to feedback and made it easier to prioritize what mattered most to users.

The shift has helped build a more feedback-driven culture internally, where insights are actively used to guide product decisions. Looking ahead, Exotel plans to use Spotchecks to capture real-time insights through quick in-app surveys, and explore the Market Research module to better understand user behavior and trends.