RIPE NCC Transforms Member Support Process with Zonka Feedback

What do you do when the feedback you rely on to drive world-class support gets lost in the system? For RIPE NCC, this wasn’t just a minor inconvenience—it posed a risk to the trust and satisfaction of their members. As the Regional Internet Registry for Europe, the Middle East, and parts of Central Asia, RIPE NCC is crucial in managing IP address allocations, keeping the digital world connected and functional. Their members, from small businesses to major telecoms, depend on the accuracy and reliability of RIPE NCC’s services.

Fallon Albrecht, Product Owner at RIPE NCC, recognized the critical role member feedback played in delivering exceptional support. Leading a team that supports a global network of internet infrastructure professionals, she understood that every piece of feedback was an opportunity to strengthen relationships, refine their services, and uphold the organization’s reputation. But there was a growing problem. Their existing tool, Typeform, couldn’t deeply integrate with their primary support system, Zendesk. This siloed feedback meant they couldn’t connect responses to specific interactions or address member concerns in real time.

In our conversation, Fallon pointed out a few key reasons why Typeform couldn't meet their needs:

• Disconnected Feedback Process: Typeform wasn’t designed to deeply integrate with RIPE NCC’s support systems. Surveys had to be sent manually, and feedback couldn’t be linked to support tickets, making it impossible to trace responses back to specific interactions.
• Inadequate Focus on Member Experience & Zendesk Integration: RIPE NCC doesn’t just have customers—they have members, and understanding their experience is central to their mission. Typeform lacked the flexibility to focus on the nuanced experiences of their members, which was a significant concern.
• Difficulty Tracking Feedback: With no way to link feedback to specific support tickets, tracking feedback became challenging. This disconnect made it difficult for the team to respond effectively to member concerns, leading to delays and gaps in their ability to address issues in a timely manner. 

As these challenges mounted, Fallon knew they needed a more powerful, versatile, and integrated feedback system—one that could help them close the gaps, rebuild confidence, and ensure their members continued to receive the world-class support they relied on.

That’s when RIPE NCC turned to Zonka Feedback. What followed was a transformative journey that not only restored their ability to capture actionable feedback but also elevated their member support to new heights. Let’s explore how RIPE NCC leveraged Zonka Feedback to overcome their challenges and set a new benchmark for member support. 

Recognizing the need for a more powerful and integrated feedback system, Fallon and her team at RIPE NCC turned to Zonka Feedback. The decision marked the beginning of a transformative journey for their member support services. 

1. Seamless Integration with Zendesk

The first step was integrating Zonka Feedback with Zendesk, the backbone of RIPE NCC’s customer support operations. This integration was crucial because it allowed them to tie feedback directly to their support workflows—something they had struggled to achieve with Typeform.

With Zonka Feedback, every piece of feedback could now be mapped to specific support tickets, giving the team full visibility into the context behind each response.

2. Deploying Customized Surveys Across Channels

But integrating Zonka Feedback was just the beginning. Fallon and her team, next set up 20 customized surveys within Zendesk, to track key metrics like NPS, CSAT, and CES.

These surveys weren’t simply added as an afterthought—they were woven into the fabric of RIPE NCC’s support workflows, ensuring feedback was gathered at critical touchpoints. Zonka Feedback’s flexibility enabled survey deployment across channels like email, offline, or SMS, reaching members effectively.

3. Proactive Response to Negative Feedback

For Fallon and her team, responding to negative feedback was just as crucial as collecting it. Recognizing the importance of timely action, she implemented a proactive approach to managing negative feedback. With Zonka Feedback seamlessly integrated into their Zendesk workflows, Fallon set up a dedicated team of four to monitor feedback as it came in. Whenever a member submitted a poor rating, the team immediately reached out through Zendesk to understand the issue and find ways to resolve it. This proactive approach not only addressed immediate concerns but also helped improve overall support by identifying recurring issues. 

4. Efficient Data Migration

Migrating from Typeform to Zonka Feedback was a significant undertaking, one that could have easily disrupted RIPE NCC’s ongoing efforts to understand and improve member satisfaction. However, Fallon and her team quickly found confidence in the hands of Zonka Feedback’s supportive team.

The process was seamless—every piece of historical feedback of RIPE NCC was carefully migrated, ensuring that no valuable insights were lost along the way. By preserving their historical data, they were able to maintain a consistent view of member satisfaction, which was essential for measuring the impact of their new feedback system over time. 

For an organization like RIPE NCC, where maintaining global internet infrastructure is critical, delivering exceptional member support is non-negotiable. The implementation of Zonka Feedback marked a turning point for them transforming their approach to member satisfaction and feedback management. The impact was both immediate and profound, as Fallon and her team began to see tangible improvements in the metrics that mattered most to them, that included:

• CSAT Score: They achieved a world-class average score of 8.5, a clear testament to their alignment with OKRs for customer satisfaction.
• NPS Score: Their NPS score saw a significant boost and reached 90+, reflecting the heightened satisfaction of their members and more advocates for their services.
• CES Score: With improved member support, the CES score increased to 6.74 indicating  that their members found it easy to do business with them.

Moreover, every piece of feedback that RIPE NCC received was tied directly to specific member interactions in Zendesk, making it contextually accurate and actionable. This newfound clarity enabled the team to respond to negative feedback in real time and take action to close the feedback loop.

The ease of use and customization offered by Zonka Feedback also played a crucial role in their success. The flexibility in designing and deploying surveys across multiple channels—whether during regional meetings via tablets or through emails—broadened the scope of their feedback collection. This comprehensive approach allowed RIPE NCC to capture a diverse range of member insights, deepening their understanding and enabling them to make more informed, strategic decisions.

Looking ahead, RIPE NCC is exploring advanced features of Zonka Feedback like AI-powered sentiment analysis and agent performance reporting to further refine their support strategies and maintain high service standards.

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