- Achieved positive NPS score increases across all three participating divisions since the program launch in 2022.
- Successfully linked customer feedback to revenue impact, enabling data-driven prioritization of improvement initiatives.
- Satisfied customers are now likely to purchase multiple products from Mycronic's expanding product line, supporting their partnership-focused business model.
- Implemented tracking to monitor how detractors evolve into promoters over time, creating measurable relationship improvement.
What do you do when you're already the market leader?
Most companies wait until they face a major challenge, such as experiencing high account churn, before investing in their B2B Customer Experience (CX).
Mycronic took a different approach.
This Swedish-based electronics manufacturing equipment company made a strategic decision: transform from a product and innovation-driven organization to a customer-centric powerhouse while at the peak of their market leadership.
The question wasn't "How do we fix our customer problems?" but rather "How do we stay ahead of evolving customer needs to maintain our competitive edge?"
Since implementing their comprehensive Net Promoter Score (NPS) program with CustomerGauge in 2022, Mycronic has built one of the most sophisticated Customer Experience ecosystems in B2B manufacturing.
Their journey reveals a crucial insight that challenges conventional wisdom: the best time to invest in customer experience isn't when you're struggling — it's when you're winning.
And the results speak for themselves.
📈 Business Impact Using CustomerGauge:
Achieved positive NPS score increases across all three participating divisions since the program launch in 2022
Successfully linked customer feedback to revenue impact, enabling data-driven prioritization of improvement initiatives
Satisfied customers are now likely to purchase multiple products from Mycronic's expanding product line, supporting their partnership-focused business model
Implemented tracking to monitor how detractors evolve into promoters over time, creating measurable relationship improvement
A CEO’s Customer-First Mandate: Driving Change from the Top
Unlike many CX transformations that begin with a challenge, Mycronic's journey started from a position of strength.
As Vanessa Mauss, Program Manager for the NPS initiative, explained, "I can't really say that we had a challenge, because we were already a leader in our market... but we wanted to remain at the forefront and understand what will be the need tomorrow."
This forward-thinking approach was catalyzed by a new CEO who joined in 2019 with extensive NPS experience and a clear vision for customer-centricity.
His leadership philosophy became the guiding principle: get closer to customers and build genuine partnerships.
In an industry with long purchasing cycles (customers typically purchase equipment every 5-7 years), understanding evolving customer needs isn't just about solving today's problems — it's about anticipating tomorrow's requirements and maintaining competitive advantage.
Why Leadership Backed CustomerGauge as the Foundation for CX Excellence
Initially, Mycronic began with a different platform that proved too rigid and difficult to manage. This led the business to conduct a thorough RFQ process and ultimately select CustomerGauge based on several key differentiators.
🚀 What Separated CustomerGauge From Other B2B CX Platforms:
Self-service capabilities: CustomerGauge allows teams to design surveys, create dashboards, and analyze results independently
Revenue integration: CustomerGauge’s ability to link B2B customer feedback directly to revenue (only software in the market to offer this capability!) stood out to Mycronic
Flexibility and ease of use: Teams can explore results and dig deep into analysis without requiring external support
Continuous learning: Access to educational resources through the CustomerGauge Academy
Vanessa shared,
"The link between feedback and revenue was something that only CustomerGauge was offering, sharing ‘How do you know which action to prioritize if you don't link the feedback to the business impact?’ So that was also something that we liked a lot."
Mycronic didn't just implement a survey tool; they built a sophisticated organizational framework that embeds customer advocacy throughout the company.
During the demos with CustomerGauge, we were pleased by the interactions with the top management. They were very passionate about what they are doing, when explaining the NPS concept, how it's being applied in the tool, and so on — it was really powerful.
They’ve also achieved an exceptional level of customer focus by assigning dedicated CX champions to each of Mycronic’s three divisions.
These champions collaborate at the corporate level while leading customer experience initiatives within their business units.
Monthly CX standups bring together key stakeholders to review customer insights, discuss priorities, and align on actions with product and project leaders, ensuring that customer feedback directly influences strategic decisions.
The responsibility is distributed strategically: sales and service managers actively monitor dashboards and follow up with customers, while product managers review cases and integrate feedback into product roadmaps, creating a seamless loop from customer insight to product development.
In other words, the customer is always at the center of conversation across the business.
Results That Prove the Power of Proactive CX
In addition to steady NPS growth, stronger customer representation, and a positive shift from detractors to promoters, the program has delivered measurable business value that goes beyond the metrics.
Enhanced customer retention: Satisfied customers are more likely to purchase multiple products from Mycronic's expanding product line
Competitive differentiation: The customer-centric approach supports Mycronic's strategy of building comprehensive partnerships rather than one-off product sales
Cultural transformation: The organization has successfully shifted from product-driven to customer-driven decision-making
One of the most significant benefits Mycronic gained was transforming anecdotal feedback into objective, actionable intelligence.
Vanessa noted,
"Maybe there are things that we knew somehow, or we got this kind of feedback from different sources, but [with CustomerGauge] the good thing is that it becomes objective facts reported by a customer, and we can associate numbers to that when it comes to giving a priority."
This data-driven approach enables clear prioritization: teams can correlate specific feedback with business impact and make informed decisions about where to focus improvement efforts.
Mycronic has also evolved its approach from traditional relationship surveys toward more transactional touchpoint surveys.
They’ve discovered transactional surveys provide more specific, actionable insights because they capture feedback immediately after specific experiences with particular products, installations, or support cases.
This shift demonstrates Mycronic's commitment to continuous program improvement and maximizing the actionable value of customer insights.
Evolving for the Future: How Mycronic Is Scaling CX Excellence
Looking ahead, Mycronic's 2025-2026 roadmap reinforces its commitment to staying ahead of the market.
The team is implementing automated survey triggers based on specific customer events, introducing self-service feedback collection through a new customer portal with embedded surveys, and leveraging AI-powered analytics for cross-segment analysis and automated action recommendations.
“With the correct dashboards and data, you can say, ‘Okay, we know that this group of people is expecting this.’ And, that has the largest impact on our business,” Vanessa shared.
These aren't reactive improvements; they're proactive investments in maintaining competitive advantage.
The broader lesson for B2B organizations? B2B Customer Experience programs don't require a crisis to justify investment!
In industries with long sales cycles, understanding cultural response patterns and evolving your approach based on experience creates more value than seeking perfection upfront.
Mycronic proves that the best time to invest in customer experience isn't when you're struggling — it's when you're winning.
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