How CX data helped DG Store improve support, retention, and results
when relationships strain, CX strategy reconnects
Client: Digital Generation (DG) Store
Location: Midrand, South Africa
Services Rendered: Verbatim VoC Research, Customer Insight Strategy
Completion: April 2024
about the client
Client relationships looked healthy on paper, but renewal rates said otherwise. We helped them uncover the truth behind the numbers.
Digital Generation (DG Store) is a tech and service retailer specialising in corporate hardware and ICT support. With a large portfolio of enterprise clients, DG Store needed to understand why retention was dropping despite high service output.
problem
Client renewals were dropping, yet no internal indicators suggested dissatisfaction—leaving DG Store guessing.
goal
Uncover the gaps in delivery vs. expectation and use CX data to guide service recovery and retention.
solution
We implemented a structured VoC process and journey mapping to surface friction points and guide internal improvements.
overview
what we did.
why it worked.
DG Store had loyal clients, solid service metrics, and well-trained teams—but something wasn’t working. Renewal rates were falling, and internal feedback didn’t reveal why. They needed to get closer to the client experience.
Assessment & Analysis
VoC interviews revealed service gaps that internal teams hadn’t identified, particularly around post-sale support and account responsiveness. Clients felt let down during key moments of need, despite overall satisfaction scores being high.
Our Approach
We rolled out a full CX audit including VoC interviews, sentiment mapping, and a service response time analysis. Journey mapping highlighted key friction zones in onboarding, ticket resolution, and post-sale follow-up. We then worked with DG Store teams to implement a tiered response model and assign clear CX ownership per client.
Results
- Renewal rates improved across key accounts
- Clients reported stronger satisfaction during support interactions
- The business implemented real-time client alerts for service delays or unresolved tickets
- CX accountability was embedded across the support, sales, and ops teams
key takeaways
goals met.
success achieved.
Switching from email questionnaires to verbatim feedback gave Digital Generation unprecedented clarity. With more engaging, personalised research, they uncovered exactly what their clients needed, better engagement, proactive advice, and real-time updates.
Through nlightencx’s expertise and facilitation, we successfully launched a new client portal, strengthened relationships, and enhanced retention, all guided by informed insights rather than assumptions.
We have recently moved from surveys they conducted for us to telephonic interviews. We have noticed a significant shift in the depth of information we receive. This has been a game-changer for us. We have grown our bottom line through being able to retain customers.
TREVOR NAIDOO
Managing Director
Digital Generation
