Reviving the customer experience at SBS

For the past 5 years SBS had been measuring customer loyalty, but with no department dedicated to driving it forward. This meant SBS was underperforming, and it needed to change.

That responsibility was given to me, when I was hired as the single team member of the brand new Customer Satisfaction department.

This case study tells you how I tackled this monumentous task to get SBS to a place today where we can gladly say our customers are much happier than they were last year, and the year before that, and the year before that...

+7 → +38.2

Annual NPS, 2024 to 2025

3,500

employees globally across 50 offices

25

workshops faciliated

4.8/5

average feedback score

My Role

Customer Satisfaction Intern at SBS from March 2025 to June 2026.

What I did

Research, content strategy, journey mapping, behaviour-change design, e-learning, workshop facilitation, internal comms, website design.

Constraints

A brand new initiative. No other team members aside manager. Language barrier (many employees don’t speak fluent English), budget limited, time pressure from higher ups.

Confidentiality

Unfortunately I can’t show everything I’ve done due to privacy concerns. Anything shown has been approved or had confidential information removed.