Case Study

How MyRuby Improved Marketing Performance By Gaining Insight and Marketing Planning

We created a more responsive website, gathered customer insight and created a strategic marketing plan to improve marketing performance.

MyRuby – Customer Insight

The Challenge

My Ruby provides a live telephone answering and receptionist service from its offices in Colchester. The business offers its customers dedicated receptionists who provide a highly-skilled, personalised service. They are experienced in a wide variety of industries and work tirelessly to become an invaluable resource in any business.

To help shape its marketing plan, MyRuby needed to gather customer insight based on what clients value most about the service. They also wanted to measure customer satisfaction levels to benchmark future performance.

The Solution

KG Moore created a survey that would deliver the insight we needed. It also included questions that enabled us to measure client satisfaction.

We issued an email to all clients with a link to an online survey. We acted as a third-party for MyRuby, branding the survey as a KG Moore document to reassure customers that their responses were confidential. It was vital they were absolutely honest in their responses. As an incentive to complete the survey, we entered all participants into a prize draw to win a case of wine. It was a timely prize – right before Christmas – and prompted an effective response rate.

The survey’s seven questions included one that asked customers about their willingness to recommend MyRuby in future. Their responses to this question enabled us to calculate MyRuby’s net promoter score (NPS) which is used to benchmark customer satisfaction. We will calculate this score each year with a new NPS survey.

We documented the results of the survey and issued these results to clients via email. The email also contained a report that describes the actions MyRuby plans to take and its commitments to improving the customer experience.

The results of the customer survey have provided some valuable information that has enabled MyRuby to gauge client satisfaction levels. It also helped to identify aspects of the service that matter the most to MyRuby’s client base.


Kim quickly grasped the essence of our proposition and the areas where our marketing needed further development. She has a great background in B2B channel development and the experience she bought significantly enhanced our own efforts.

Andrew Perillo

Project Details

Client: MyRuby

MyRuby Logo



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