CSAT & NPS give KENDA business-critical insight

When KENDA was acquired by new global owners in 2017, the need for deep insight into customer perceptions became urgent.

At the same time, their ISO certification required continuous work to improve customer relationships. A process that needed a solid foundation.

That’s when KENDA partnered with SurveyXact for their first NPS and customer satisfaction survey in 2017.

This time around, the goal went far beyond measuring customer satisfaction. KENDA wanted to uncover their brand perception, strengths and weaknesses.

And the result?

A unique NPS baseline that makes it possible to track development since 2017.

Previously, KENDA believed that more salespeople in the field were the key to growth. But the survey revealed a different picture.

In some markets, customers wanted a stronger digital presence and better ad hoc support. In others, they still valued meeting sales representatives face-to-face. Overall, the diversity between markets and customer types became much clearer.

That insight has significantly changed the company’s priorities, freeing up resources for initiatives that actually create value. It also confirmed many of the long-term strategic choices made in recent years.

With SurveyXact, you get access to expert-developed survey frameworks and concepts—including those used for NPS and customer satisfaction measurements that gave KENDA deep, business-critical insights.

The model makes it possible to include or exclude topics relevant to customer relations as needed. Based on previous responses, the system automatically adds or omits questions, keeping the experience relevant and engaging for respondents.

For instance, automatically triggered open comment fields allowed customers to elaborate in their own words—and because they genuinely had something to say, the responses were detailed and valuable.

Without this approach, fatigue would likely have set in, and the data would have been far less useful.

When the results came in, the picture was clear:
Customers placed far greater emphasis on a strong digital presence. They wanted easy access to products, better search and overview functions, and flexible support when needed.

That insight both reshaped KENDA’s priorities and validated their ongoing strategy to increase brand awareness in the European market.

Resources once earmarked for traditional sales and printed marketing materials are now being channelled into digital platforms, content and communication — making it easier to do business with KENDA anytime, anywhere.

At the same time, the new insights have enabled KENDA to focus sales efforts where they matter most, backed by a solid digital foundation.

For a global brand like KENDA, consistency across markets is a constant challenge.

What works in one market doesn’t necessarily deliver the same results in another.

Med SurveyXact har Kenda fået et fælles datagrundlag, der gør det mere muligt at spotte nuancerne og tage beslutninger på et oplyst grundlag.

This means that marketing, sales, and leadership can work from the same set of facts—and adapt strategy and communication to each market without losing the big picture.

When the results show that a particular initiative drives success in one country, it can be quickly tested and tailored elsewhere. Likewise, it becomes clear where local conditions call for a unique approach.