Reducing Churn and Driving Growth Using NPS for a Regional Packing Company
OVERVIEW:
The CEO of a regional packaging company was facing slower-than-expected revenue growth, with customer churn emerging as a key contributor. Leadership lacked a clear, data-backed understanding of what truly drove customer loyalty and how their products and services impacted customer’s daily operations. They needed actionable insights to improve the customer experience, streamline service delivery, and strengthen long-term client relationships.
APPROACH:
Stonehill designed and executed a comprehensive Voice of the Customer (VoC) program, combining quantitative measurement with qualitative depth:
Survey Deployment: Launched NPS (Net Promoter Score) and CSAT (Customer Satisfaction) surveys across customer segments to measure satisfaction, loyalty, and overall sentiment.
Customer Interviews: Conducted in-depth interviews with key accounts to explore perceptions of product quality, delivery reliability, and service responsiveness.
Insight Integration: Merged survey findings with interview insights to identify core strengths, recurring pain points, and high-impact opportunities for improvement.
From this, Stonehill developed a targeted action plan that addressed both operational efficiency and communication:
Operational Improvements: Customers expressed the need for greater efficiency in day-to-day interactions. Recommendations included accelerating the quoting process, optimizing inventory management practices, standardizing price sheets for stock items, and expanding stocking agreements with clearly defined inventory thresholds. Additionally, clarifying the role of Inside Sales and Customer Service Representatives to ensure faster response times and shortening lead times were identified as critical steps to improve overall operational performance.
Enhanced Communication: Feedback highlighted a desire for more frequent and consistent updates from the company. Stonehill recommended targeted communications on product availability, discontinued and paired items, as well as regular sharing of market trends and potential supply chain issues. Actively promoting stocking agreement options was also viewed as a way to strengthen transparency and customer confidence.
RESULTS:
Stonehill translated customer feedback into a clear roadmap that addressed churn directly by identifying the top drivers of loyalty, which included on-time delivery, product availability, and responsive support, while also turning passive customers into promoters. By streamlining the buying process and expanding self-service options, the company rebuilt value, improved transparency, and eased internal demands. As a result, churn decreased, recurring revenue grew, and customer trust strengthened, positioning the company as a proactive partner and marking the initiative as a clear success in driving sustainable growth.