How to Deliver Exceptional CX using an integrated Customer Feedback System? A Closer Look at RIPE NCC’s Success Story

Customer experience is no longer just a competitive advantage—it’s the backbone of successful companies. In fact, 86% of buyers are willing to pay more for a great experience, yet only 1 in 3 companies actually deliver on customer expectations. The gap? Disconnected feedback systems that fail to provide real-time, actionable insights.

Imagine this: You’ve built a world-class product, hired the best support team, and your clients rely on you to keep their business running smoothly. But somewhere along the line, the feedback that could help you improve and solve issues faster slips through the cracks.

That’s exactly what happened to RIPE NCC, a global leader responsible for maintaining internet infrastructure across Eurasia. Their members needed fast, effective support for their technical issues. Yet, their feedback tool was working against them.

It wasn’t integrated with their core support system, which meant feedback was collected but siloed—detached from the interactions where it mattered most. Without a way to tie feedback directly to specific member queries, their team couldn’t respond efficiently, and critical opportunities to improve member satisfaction were slipping away.

For an organization tasked with keeping the world connected, this was more than a minor inconvenience. It was a threat to their reputation and the trust they had spent years building.
That’s when they made the decision to implement Zonka Feedback and it did wonders for them. They were able to close the feedback loop, act on member concerns immediately, and elevate their entire support process.

In this blog, we’ll explore how customer experience software like Zonka Feedback can turn feedback into a strategic tool for growth and trust-building. Through RIPE NCC’s journey, we’ll learn how to overcome similar challenges and use feedback to drive meaningful action and results. Let’s dive in!

Elevate CX with Customer Feedback🔥

Collect real-time, in-moment feedback at all touchpoints in customer journey and leverage feedback insights to transform customer experience.

Why do you need an Integrated Customer Feedback System to Enhance CX?

An integrated feedback system isn’t just a "nice-to-have" for companies today—it's essential. Companies that rely on fragmented feedback tools often find themselves overwhelmed by scattered data, missed opportunities, and slower response times. Worse, they risk losing customer trust, which is hard to build and easy to erode.

Let’s take a closer look at why integrated customer feedback systems are vital for driving exceptional customer experience (CX).

• Faster Responses Leads to Higher Customer Satisfaction & Loyalty: Imagine a customer dealing with an issue, sending in feedback, and waiting... and waiting. Delayed responses frustrate customers and chip away at loyalty and satisfaction. Studies show that 96% of customers say fast service is essential to brand loyalty. With an integrated system, feedback instantly connects to support workflows, so teams can respond in real-time, turning potential dissatisfaction into satisfaction and loyalty-building moments.
• Unified Data Creates Actionable Insights: Disconnected feedback is like solving a puzzle with missing pieces. An integrated system pulls together feedback from every channel—email, surveys, social media—giving your team a complete view. Suddenly, patterns and trends emerge, enabling you to act on insights that drive significantly better customer outcomes.
• Automated Feedback Saves Time and Resources: Your support team has a lot on their plate. Manually sorting and responding to feedback is time-consuming and prone to error. Integrated systems automate the process, routing feedback to the right teams and triggering automatic responses when needed. This saves time and ensures that no piece of feedback is missed out, improving resolution times significantly.
• Scalability Without the Growing Pains: As your customer base expands, so does the volume of feedback. Suddenly, what worked for 500 customers no longer works for 5,000. Disconnected systems buckle under the pressure, creating gaps and slower responses. An integrated feedback system scales effortlessly, ensuring that your operations remain efficient, even as your customer base expands exponentially.
• Real-Time Data Empowers Smarter Decision-Making: Running a business without real-time insights is like running a marathon blindfolded. Integrated systems provide instant access to data, allowing you to spot issues and pivot quickly. With effective decision-making, you can solve problems before they escalate, ensuring your business stays ahead of customer needs.

Roadblocks RIPE NCC Faced Before Integrating Feedback

Now, let’s shift gears and look at RIPE NCC, a global leader in internet infrastructure. Despite their success, they found themselves struggling with the very challenges we've just explored. Here’s how these issues played out for them:

a. Siloed Feedback Created Operational Blind Spots

RIPE NCC was receiving valuable feedback from their members, but it was trapped in isolated systems. Typeform, their form builder software, wasn’t integrated with Zendesk, their core support platform. Feedback was collected, but there was no way to link it back to specific member interactions.

What did this mean?

Their team was essentially flying blind. They couldn’t trace feedback to individual support tickets, making it impossible to identify patterns or pinpoint recurring issues. It was like trying to solve a puzzle without the corner pieces—frustrating and incomplete.

b. Delayed Responses Impacted Member Trust

Without integration, RIPE NCC’s team struggled to respond to feedback quickly. Every piece of feedback had to be manually connected to a support ticket, which slowed response times significantly. For an organization tasked with maintaining critical internet infrastructure, this delay wasn’t just an inconvenience—it was a threat to their reputation.

As response times lagged, members grew frustrated, and trust in RIPE NCC’s support capabilities started to erode. They needed a system that could close the feedback loop instantly, allowing them to act in real time.

c. Missed Opportunities Due to Fragmented Data

RIPE NCC’s disconnected system made it impossible to get a clear view of what their members were saying. Feedback was coming in, but it wasn’t being analyzed holistically. Without an integrated system, they couldn’t identify recurring pain points or areas for improvement.

The outcome?

Without the ability to see trends or analyze feedback at scale, they missed opportunities to improve services proactively. Problems that could have been solved with a clear view of feedback were left unresolved.

d. Scalability Issues with a Growing Member Base

As RIPE NCC expanded, so did the volume of member feedback. Their existing system couldn’t keep up with the increasing number of queries and feedback forms. Typeform lacked the integration and automation needed to handle large volumes of data.

The system bottlenecked, creating gaps in member experience. Feedback was being collected but not processed fast enough to keep up with their growing member base, leading to dissatisfaction.

e. Lack of Automation Made Proactive Support Impossible

One of the biggest roadblocks RIPE NCC faced was the lack of automation in their feedback process. Without the ability to automatically route feedback to the right teams or prioritize urgent issues, their team was stuck in a reactive cycle. Negative feedback could go unnoticed for too long, allowing minor issues to snowball into larger problems.

This had a major consequence to their customer relationships. Members felt unheard, and support efforts remained reactive rather than proactive. Without automation, the team couldn’t keep up with the demands of a growing, global member base.

How RIPE NCC Overcame these Challenges with Zonka Feedback?

Before we dive into how Zonka Feedback solved RIPE NCC’s challenges, let's first take a look at their previous tool—Typeform—and how it fell short of meeting their needs. Below is a breakdown of the limitations RIPE NCC faced with Typeform and how Zonka Feedback addressed those issues to become one of the best Typeform alternatives for them. 

Transition to Zonka Feedback’s Solutions

Now that we’ve identified the gaps in RIPE NCC’s previous feedback system and how Zonka Feedback addressed their needs, let’s dive deeper into how the transformation unfolded. Below, we’ll explore the specific features that helped RIPE NCC elevate their feedback management and improve their member experience through Zonka Feedback.

1. Seamless Integration with Primary Customer Support Platform

One of RIPE NCC's major pain points was the lack of integration between their feedback tool and their support system, Zendesk. With Zonka Feedback, this issue was resolved instantly. The seamless integration allowed their support team to automatically link feedback with corresponding support tickets, giving them full visibility into each member's experience.

• What Changed? 
  Every piece of feedback was now connected to the actual support interaction. No more siloed data, no more guesswork.
• The Result? 
  Their team could respond to feedback within the context of the specific query, providing personalized and timely responses. This not only boosted operational efficiency but also enhanced the overall member experience.

By integrating Zonka Feedback with Zendesk, RIPE NCC ensured that their support and feedback systems were aligned, creating a more cohesive workflow.

2. Customizable Surveys for Multi-Channel Feedback Management

For an organization as large and diverse as RIPE NCC, gathering feedback from different member touchpoints was critical. With Zonka Feedback, they had access to fully customizable surveys, allowing them to tailor questions based on the type of interaction or support issue.

Instead of a one-size-fits-all approach, RIPE NCC deployed surveys across multiple channels—email, SMS, in-app, and even at in-person events. This meant that whether a member was attending a conference or resolving a technical issue, RIPE NCC could capture their feedback precisely when and where it mattered.

• Why Did it Work? 
  Custom surveys ensured that feedback was relevant and focused on key pain points or areas for improvement, resulting in higher-quality insights.
• What Made it Effective? 
  By deploying surveys through multiple channels, they ensured wider coverage and better engagement from members.

3. Real-Time Alerts: Catching Issues Before They Escalate

Previously, RIPE NCC’s feedback system provided no real-time alerts, meaning that urgent issues could go unnoticed for days or even weeks. Zonka Feedback changed this by sending instant alerts whenever negative feedback was received. This feature empowered RIPE NCC’s support team to act immediately, addressing problems before they escalated.

• Proactive Response: Whenever a member left a poor rating or highlighted an issue, the support team was notified instantly.
• Impact: Instead of letting frustrations simmer, the team could jump in and resolve the issue, often turning a dissatisfied member into a loyal one.

This ability to tackle problems in real time helped RIPE NCC regain control over their member satisfaction.

4. Workflow Automation: Efficiency at Scale

With feedback flooding in from multiple channels, manually managing responses and prioritizing issues became an impossible task. Zonka Feedback’s workflow automation changed the game for RIPE NCC by routing feedback to the appropriate teams without any manual intervention.

• How Did it Work? 
  Negative feedback could be automatically escalated to senior support staff, while general feedback was routed to different teams based on the nature of the issue.
• Efficiency Gains: Automation ensured that the right people were addressing the right issues at the right time, reducing delays and increasing productivity.

By streamlining the process, RIPE NCC eliminated the bottlenecks caused by manual feedback handling, allowing their team to focus on providing real-time, meaningful support.

5. Advanced Reporting and Insights for Data-Driven Decisions

One of the key areas where Typeform fell short was in its reporting capabilities. Zonka Feedback provided advanced reporting and analytics, allowing RIPE NCC to uncover trends, analyze recurring issues, and track metrics like CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) over time. This allowed them to have:

• Deep Insights: Instead of just collecting feedback, RIPE NCC now had a clear view of what was driving member dissatisfaction or what aspects of their service needed improvement.
• Data-Driven Strategy: These insights fed directly into their decision-making process, helping the leadership team fine-tune their support strategy and make improvements based on real-time data.

Through these detailed reports, RIPE NCC could continuously track performance and refine their services based on member needs.

6. Scalability to Support Growth: Feedback Without Limits

As RIPE NCC grew, their feedback needs grew with them. Typeform had struggled to keep up with the volume of feedback from a global member base, but Zonka Feedback’s system was built for scalability. Whether they were managing feedback from 100 members or 10,000, the platform scaled effortlessly to handle the load.

This scalability was critical to keeping up with the demands of an expanding member base while ensuring that feedback remained actionable. Here’s how:

• Adapting to Growth: Zonka Feedback's infrastructure allowed RIPE NCC to manage feedback across multiple regions and member segments, without experiencing any slowdown or loss of efficiency.
• Seamless Scaling: Whether through automated workflows, real-time alerts, or multi-channel feedback, Zonka Feedback ensured that RIPE NCC could scale their support operations in parallel with their growth, while maintaining high standards of member satisfaction.
• Consistent Performance: Whether handling feedback from hundreds or thousands of members, the system maintained its efficiency, ensuring member satisfaction remained high.

7. Efficient Data Migration: A Smooth Transition Without Data Loss

A smooth transition from one feedback system to another can be challenging, especially when there’s valuable historical data involved. Zonka Feedback ensured that all of RIPE NCC’s existing feedback data from Typeform was migrated seamlessly, without any data loss.

• Data Integrity: Historical data was preserved, enabling RIPE NCC to maintain a comprehensive view of member feedback trends over time.
• Zero Disruption: The migration process was seamless, allowing RIPE NCC to continue gathering feedback and improving member satisfaction without interruption.

8. Closing the Feedback Loop with Proactive Resolution

One of the most critical components of effective customer feedback management is the ability to close the feedback loop—not just collecting feedback but acting on it and letting customers know their concerns have been addressed.

Zonka Feedback didn’t just help collect feedback—it ensured that RIPE NCC could follow through on every concern, creating a closed-loop system where feedback directly informed action. Here’s how:

• Linking Feedback to Action: With Zonka Feedback, every piece of feedback was directly connected to support workflows, ensuring that customer concerns were addressed in real time.
• Proactive Engagement: After resolving an issue, the support team could follow up with members, letting them know their feedback led to concrete improvements. This not only improved satisfaction but also reinforced trust and loyalty.
• Continuous Improvement: By regularly reviewing feedback trends and acting on them, RIPE NCC could implement long-term improvements, preventing recurring issues and refining their support processes.

Key Results & Impact After Implementing Zonka Feedback

The transformation RIPE NCC experienced after integrating Zonka Feedback was nothing short of remarkable. From elevating their member satisfaction scores to drastically improving operational efficiency, Zonka Feedback didn’t just fix their feedback management issues—it completely reshaped how they engaged with their members. Here are some tangible outcomes that they witnessed:

a. Customer Satisfaction (CSAT) Soars to 8.5

After struggling with fragmented feedback for a long time, RIPE NCC’s CSAT score now jumped to an impressive 8.5, a direct reflection of the improvements made with Zonka Feedback. What was once a laborious process of manually sifting through feedback became an automated, real-time system that allowed their team to respond faster and more efficiently.

Why it matters? For any organization, a CSAT score over 8 signals not just satisfaction but loyalty—members who are happy to continue their relationship with your brand.

b. Net Promoter Score (NPS) Surges to 90.49

Member loyalty was another big win for RIPE NCC. With Zonka Feedback, they saw their Net Promoter Score (NPS) climb to 90.49, translating into more advocates for their services. This wasn’t just about resolving issues but about building deeper trust with their global member base.

By closing the feedback loop and actively following up on concerns, RIPE NCC turned detractors into promoters, making their members feel heard and valued.

c. Customer Effort Score (CES) Improved to 6.74

With improved member support, the issues were resolved quickly and efficiently, without customers having to jump through hoops. RIPE NCC's Customer Effort Score improved to 6.74, indicating that their members found it easy to do business with them.

Operational Enhancements that Elevated their Member Experience

The numbers speak for themselves, but the deeper story is how this survey builder software empowered RIPE NCC to be more proactive, agile, and customer-focused.

• Faster Response Times: Real-time alerts and workflow automation enabled the team to act on feedback immediately. What once took days to address was now handled in hours, reducing frustration and improving overall member satisfaction.
• Streamlined Feedback Management: The implementation of automated workflows significantly reduced manual work, freeing up the support team to focus on complex issues. This automation streamlined feedback management and ensured that nothing slipped through the cracks.
• Seamless Scalability: As RIPE NCC expanded, Zonka Feedback scaled effortlessly to handle growing feedback volumes, ensuring that their support operations remained smooth and efficient even as their member base grew exponentially.
• Proactive Support with Closed Feedback Loops: With Zonka Feedback’s closed-loop system, every piece of feedback led to concrete action. Members knew their feedback was not only heard but acted upon, building trust and long-term loyalty.

How Can You Implement a Powerful Customer Feedback System to Enhance CX?

It’s not enough to install a feedback system and hope for the best. To truly leverage its power, you need to align it with your broader business goals and customer experience strategy.

Here’s how you can implement a feedback system in a way that drives meaningful results, facilitates agility, and fuels continuous growth.

1. Build Feedback Around the Customer Journey

Every interaction is an opportunity to understand your customers better, but not every touchpoint requires a survey. A smart customer feedback strategy begins by identifying high-impact moments in your customer journey—those moments that define how your customers perceive your brand. These are the places where feedback is most critical.

For instance, think of the last time you received a survey after checking out a new product. If it arrived too late, you might have forgotten the interaction altogether. But when RIPE NCC timed their surveys immediately after resolving technical issues, they captured real-time, relevant feedback while the experience was still fresh.

💡Pro Tip: Map out your customer journey and place feedback surveys at points where emotions run highest—after a purchase, during customer onboarding, or post-support interaction. These surveys give you data when it matters most.

2. Focus on Actionable, Real-Time Feedback

While survey automation is essential, it’s crucial to emphasize real-time, actionable feedback—not just to reduce response times, but to create immediate opportunities for improvement. The key here is not just speeding up responses, but making sure feedback turns into action immediately.

When RIPE NCC implemented Zonka Feedback, they used real-time alerts to do more than just speed up their responses. The support team had the opportunity to address member concerns immediately, but more importantly, they used these moments to personalize solutions, fixing issues before they escalated into larger problems.

💡Pro Tip: Train your team to treat real-time feedback not just as a to-do list but as actionable insights for immediate service improvements. This approach helps you resolve issues faster and shows customers you value their input by acting quickly and effectively.

3. Segment Feedback for Deeper Insights

Not all feedback is created equal. Segmenting feedback by customer type, region, or product line can provide you with deeper insights into where pain points or successes lie. This approach goes beyond the basics of collecting feedback—it transforms raw data into targeted insights that can drive decision-making at every level of your organization.

For instance, RIPE NCC collected feedback from diverse members across different regions. By segmenting this feedback, they were able to identify region-specific issues, enabling them to offer more localized solutions and adjust strategies based on geographic needs.

Here’s how you can leverage user segmentation for your advantage:

• Create Dynamic Segments for Real-time Update: Automatically update customer segments based on attributes like geography, survey responses, or customer engagement. This ensures that you’re always targeting the most relevant audience with personalized surveys.
• Localized Feedback Collection: Segment your audience based on region or location to identify specific trends and deliver more localized, context-driven solutions. For example, if your European customers have unique challenges compared to your North American customers, you can gather feedback that addresses those specific concerns.
• Customizable Contact Segments: Create manual or dynamic segments that filter contacts based on custom attributes or interaction history. You can design feedback programs that focus on high-value customers, ensuring they receive more frequent and personalized follow-ups.
• Survey Triggering Based on Segments: Use customer segments to trigger specific surveys post-interaction. For example, when a high-value customer submits a support ticket, you can automatically trigger an NPS survey, helping you stay on top of your most important customer relationships.
• Multi-Layered Segmentation: Leverage attributes like CX metrics (NPS, CSAT), past survey interactions, and even web activity to create highly targeted segments. This allows you to gather feedback that's more relevant and actionable for different customer types or product lines.

4. Leverage AI Sentiment Analysis for Actionable Insights

AI-Powered sentiment analysis offers you a revolutionary way to turn open-ended responses into clear, actionable insights. Instead of manually sifting through countless responses, sentiment analysis tools allow you to quickly identify the sentiments and emotions behind customer feedback, enabling faster and smarter decisions. Here’s how you can do it with Zonka Feedback:

• Effortless Insights from Open-Ended Responses: You can categorize feedback as positive, negative, or neutral, giving your team immediate insights into customer emotions using sentiment analysis. This helps you gauge customer satisfaction without needing to manually analyze each comment. You can spot dissatisfied customers and act before their issues escalate.
• AI-Powered Emotion and Intent Recognition: With AI, you can go beyond just sentiment and detect the emotions or intent behind each piece of feedback. Whether it's urgency, anger, or gratitude, Zonka Feedback lets you prioritize responses based on the emotional tone, ensuring that critical issues are addressed promptly.
• Uncover Hidden Trends with AI Sentiment Reports: With the  AI-generated sentiment reports, you can track the emotional trends of your customers over time. By identifying recurring themes, you can spot underlying problems and solve them proactively, improving customer retention and loyalty.
• Multi-Language AI Translations: Its AI automatically translates open-ended feedback into various languages, breaking down language barriers for global businesses. This ensures that you capture the sentiments of your diverse customer base, allowing you to offer better customer experience no matter where they are located.

5. Transform Feedback into Company-Wide Collaboration

Feedback shouldn’t just stay in your customer support team’s inbox. It’s valuable data that can fuel collaboration across your entire organization. From marketing to product development, sharing feedback with multiple departments ensures everyone is aligned on what customers truly need.

Here’s how you can utilize survey tools like Zonka Feedback to facilitate cross-functional collaboration, ensuring feedback doesn’t stay siloed within a single team.

• Streamlined Feedback Sharing Across Teams: Zonka Feedback enables seamless sharing of feedback across departments by integrating with a variety of collaboration tools like Slack, MS Teams, Google Sheets, and Airtable. Whether it's a customer service complaint that needs immediate attention or a feature request that informs product development, feedback is automatically routed to the relevant teams, ensuring real-time collaboration.
• Collaborative Response Management: It offers centralized response inbox through which multiple teams can access and act on feedback. Whether it’s tagging a product manager to address feature suggestions or looping in marketing to resolve public-facing concerns, the platform ensures that every piece of feedback is seen by the right people and followed up in a timely manner.
• Custom Workflows for Department-Specific Feedback: Its workflow automation lets you set up custom rules for routing feedback to specific departments. For example, feature requests can be automatically sent to the product team, while customer service complaints are escalated to the support department. This targeted approach ensures that feedback is acted upon quickly and by the right teams.

6. Use Data Visualization for Clearer Insights

Collecting feedback is one thing, but visualizing it effectively is another. Make sure your feedback system allows you to turn complex data into simple, digestible visualizations. Whether it's tracking customer satisfaction trends or identifying top pain points, data visualization makes it easier for teams to act on insights.

For instance, RIPE NCC used Zonka Feedback’s advanced reporting tools to create visual reports, helping their leadership team see clear trends at a glance. This allowed them to quickly pinpoint areas that needed immediate attention, without getting bogged down by data overload.

Here’s how Zonka Feedback enhances your ability to visualize feedback:

• Customizable Dashboards: Zonka Feedback offers customizable dashboards that allow you to create tailored views of their most critical metrics. Whether it's NPS, CSAT, or CES scores, the dashboard provides an at-a-glance view of your key performance indicators (KPIs) and overall customer sentiment.
• Word Cloud Analysis for Open-Ended Feedback: Its word cloud feature takes open-ended responses and highlights the most frequently used words, helping you quickly understand what issues or themes are most prevalent. It’s a simple, yet powerful way to capture key insights from free-text feedback, providing a visual snapshot of your customers' biggest concerns or desires.
• Real-Time Visual Reporting: Get real-time updates on customer feedback through visually compelling reports. Teams can track ongoing feedback trends without waiting for monthly summaries, making it easier to act on immediate concerns.
• Snapshot and Trend Reports: It also offers snapshot reports that provide a high-level view of key metrics, as well as trend reports that track changes over time. These features are critical for identifying long-term trends in customer satisfaction and making data-driven decisions.

Conclusion

In today’s customer-driven world, an integrated feedback system is a necessity. As RIPE NCC’s experience shows, disconnected feedback leads to operational inefficiencies, missed opportunities, and a potential erosion of customer trust. Zonka Feedback provided the solution they needed, transforming their fragmented processes into a cohesive system that not only captured feedback but also turned it into actionable insights.

Feedback is a strategic tool—when it’s integrated, acted upon, and shared across the organization. Whether your goal is to improve response times, make data-driven decisions, or enhance collaboration, the right feedback system can empower your team to exceed customer expectations and drive sustainable growth.

With a comprehensive customer experience tool like Zonka Feedback, you can automate workflows, receive real-time alerts linked to customer support tickets, and ensure that feedback is addressed promptly. By leveraging advanced reporting and AI-powered sentiment analysis, you can gain deeper insights into your customers’ emotions and experiences, enabling smarter decision-making and continuous improvement.

Take the first step towards transforming your customer experience today. Sign up for a 14-day free trial or schedule a demo to discover how Zonka Feedback can turn your customer feedback into a powerful engine for growth and success!