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

10% increase in NPS compared to the previous year

Streamlined data collection and reduced manual effort

Captured feedback directly from end users

About Exotel

Exotel is a customer engagement and communication platform that enables businesses to manage conversations across voice, messaging, chatbots, and live agents. By combining AI-driven automation with omnichannel capabilities, Exotel helps companies deliver faster, more personalized, and scalable customer experiences.

Their solutions are designed to optimize support, boost agent productivity, and improve customer satisfaction, making it easier for teams to engage meaningfully throughout the customer journey.

Bangalore, Karnataka

B2B

Industry

Telecommunications

Use Case

We’ve seen a 10% increase in NPS after using SurveySparrow to capture direct, ground-level feedback. Embedding surveys in-app allowed us to reach the right users and focus on areas that truly needed improvement. The platform’s flexibility, ease of use, and actionable insights have directly shaped our product decisions. Plus, the support has been outstanding throughout. We’d recommend SurveySparrow to any team looking to turn real user feedback into meaningful, measurable improvements.

Shivam Maheshwari

Product Evangelist at Exotel

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.