Using CX Metrics to Embrace and Improve Customer Pain

Companies have two choices when it comes to customer pain: hide from it or embrace it. Nate Henderson, CEO of BILT, chooses to feel customer pain and use it as a driving force behind creating an amazing experience. That mindset and customer focus is a large reason BILT has seen consistent triple-digit growth in the last few years.  

BILT was created to address a common customer pain point: assembly. Henderson wondered why companies relied on paper instruction manuals when technology had moved so far past that. BILT is a free app that partners with manufacturers of all types of products, including furniture, appliances, fitness equipment and home items to provide 3D interactive guided instructions for assembly and repair. As Henderson says, BILT turns everyone into an expert and eliminates a major source of friction in many brands’ customer experiences.  

From the beginning, BILT hasn’t shied away from customer pain but has embraced it. In the early days of the app, BILT employees tested all types of products to put themselves in customers’ shoes and discover how they could improve the traditional assembly experience. Instead of avoiding a painful part of the experience, Henderson and his team embraced it and made it their focus.   

The BILT team realized that the most pivotal moment for how a customer views a consumer durable goods brand is 3-12 hours after they finish assembly. A difficult assembly process significantly impacts how customers view a brand and dramatically affects NPS. By changing a typically frustrating assembly experience, BILT takes people who would be detractors in that moment and turn them into brand promoters.      

Aside from NPS, BILT also pays close attention to Earned Growth Rate or the amount of growth that comes from people referring business instead of paying for marketing. Henderson says companies that create great experiences and turn their customers into promoters have the majority of new business come from customer referrals.  

BILT is a great example of the power of Earned Growth Rate. When COVID hit, Henderson wanted to be incredibly lean on spending. Over 20 months, BILT spent less than $1,000 on marketing and grew triple digits. As Henderson says, you can’t sell your way out of a bad experience, but if you create a great experience, people will sell it for you.  

BILT’s entire model is built around embracing customer pain and turning frustrating moments into positive brand interactions, backed by metrics to understand what customers are feeling and the greatest pain points. Empathy helps brands turn customers into promoters and drive long-term business growth.


Blake Morgan is the bestselling author of The Customer of the Future. Join the new Customer Experience Community here. 

Share this post