How Trux Collects and Uses Customer Feedback

At Trux, we are guided by three Core Values that play a significant role in both our day-to-day and longer term strategic decisions:

• Deliver an exceptional customer experience - We are customer-obsessed. We listen and solve problems.
• Be Innovative and action-oriented - We have a results-driven culture.
• Exhibit a will to win - We are fearless and tenacious about bringing the Trux Vision to life.

And while each of these generally carry equal weight, it’s no coincidence that the customer experience is listed first

Integral to delivering an exceptional customer experience is the “listening” component. And with over 20,000 monthly active Trux users, there are many valuable voices to hear and collect feedback from. One of the tools we use to accomplish this is the Net Promoter Score, or NPS. In this post, briefly describe the NPS, how we measure and use it in our ongoing product and service improvement, and most importantly how we are performing on this measure.

Click a topic below to jump to the relevant section:

What is the Net Promoter Score (NPS)?

How does Trux collect NPS?

How do we incorporate NPS results?

How are we doing?

Other ways Trux collects feedback

Conclusion

What is the net promoter score (nps)?

The Net Promoter Score was introduced in 2003 by Fred Reichheld, a consultant at Bain & Company, in collaboration with Satmetrix. It was first published in the Harvard Business Review article, "The One Number You Need to Grow." The goal was to create a simple, yet effective, measure of customer loyalty that correlates with business growth.

NPS is a customer loyalty and satisfaction metric that measures how likely customers are to recommend your company, product, or service to others. It is based on a simple question:

How likely are you to recommend [product/service] to a friend or coworker?

Customers respond with a score from 0 - 10, and based on their rating, they are categorized as follows:

• Promoters (9-10): Loyal enthusiasts who will continue buying and refer to others, fueling growth.
• Passives (7-8): Satisfied but unenthusiastic customers.
• Detractors (0-6): Unhappy customers who may churn and/or damage your brand through negative word-of-mouth.

Importantly, users are asked a single follow-up question that’s based on their numeric response asking them to explain why they feel the way they do about Trux. What do Promoters like most, what could we do to improve and turn Passive customers into Promoters, and what is it that Detractors like least about Trux?

NPS is an important metric to track for a number of reasons, including:

• Simplicity & Ease of Use – It’s a single-question survey that makes it quick and easy for a company to implement and users to respond.
• Predictive of Growth – Companies with high NPS tend to have higher customer retention and word-of-mouth referrals.
• Benchmarking Tool – NPS helps organizations compare their customer loyalty over time or against competitors or similar organizations.

How does trux collect Nps?

At Trux, NPS is a simple yet powerful key performance indicator (KPI) that allows us to align the entire company around a single measure of customer sentiment that, when combined with qualitative feedback, drives meaningful improvements in our customers’ experience. But you can’t use it if you don’t get users to respond, and that’s where survey delivery comes into play.

We ask users for their feedback directly from within our product. In this way, they can reply to a single, simple prompt right from within their natural workflow where they are actually using the product rather than through a separate email or link without context. This is what it looks like within the Trux Drive mobile app.

Users are eligible to receive a survey randomly throughout the year rather than during one big bang survey period. This distribution allows us to collect and receive feedback evenly and consistently throughout the year, during our customers’ busy season and during the off-season for those in regions that have them.

How do we incorporate NPS results?

Responses are trended month over month, quarter over quarter, and year over year to identify changes (and hopefully improvements) over time. We also measure responses across user and customer demographics, products, and based on product use to see if there are any important differences that could lead to valuable insights and opportunities.

One interesting and popular wrinkle we add to our feedback loop is that we ALL see it in real-time. At Trux, we use Slack as an internal communication tool. Each and every NPS response that is submitted appears in a dedicated NPS Slack channel within minutes for all teams to see - Marketing, Product, Engineering, Customer Support, Implementation, Sales, and even Finance have the opportunity to see our customers’ feedback on this channel. It’s actually one of the most heavily-subscribed and active channels in the company! Importantly, we always respond to individual feedback as quickly as possible in the following situations:

Customer Support issues

This one is perhaps the most obvious. When a response indicates a user has a customer support issue that we need to address, we make sure to jump on it as soon as possible. 

Information or Training Deficits

If a user doesn’t appear to understand how a particular feature works, for example, that’s an opportunity for us to provide them with information that will help them get more value out of our products. It’s also just as important for us to incorporate that learning into improving our user training and onboarding content and delivery. If a user doesn’t understand how to do something in one of our products, that’s on us to improve how we onboard and train users.

A willingness to share More feedback

When a response indicates a user has more feedback they are willing to provide. These are “golden ticket” moments that don’t necessarily come around often. So when a user is willing, we jump at the opportunity to interview them and collect even more feedback on what they like and what they feel could be improved.

How are we doing?

Trux started measuring NPS in March of 2021, and the number of responses and results have increased every year since then. In 2024 alone, we received our highest number of responses and scores since the program was launched with over 4,000 responses (up 30% from last year)!

*NPS launched at Trux in March of 2021

Our NPS scores remain Excellent to Best In Class (depending on the benchmark) and rank in the 90th percentile among companies in the software industry. This includes many of the world’s best-known companies such as Amazon, Apple, Adobe, Google, Intuit, and Sony just to name a few.

While our numeric results continue to be strong, consistent, and improving, responses to the single follow-up question is from where we get the important qualitative and often more “actionable” feedback. We review each and every one of these, in real-time, to identify immediate opportunities to improve our users’ experience with our products as described above. We also categorize these responses into “buckets” in an attempt to identify larger themes that are driving satisfaction or dissatisfaction. From these results we identify the Top 5 themes that respondents identify as contributing to their NPS. Here are the Top 5 reasons Promoters cited in 2024:

"Working with clear communication and order is a must for me. It makes my job so much easier."

"Anything that makes life more simple or easier for the customer, dispatch, or drivers is good in my opinion."

2. More work - An average of 34 haulers took their first shift on the Trux platform each day in 2024!

"Been providing work for me and my family for years."

"TRUX allows me to earn a living and provide for my family. I’m truly grateful."

3. Faster Pay - Haulers like that they get paid regularly and weekly with Trux, in many cases without the need to invoice anyone (for Marketplace work).
"Easy to find work, always paid on-time and compensated well for our services."

"It’s nice and easy to use and I like the fact it pays in a week and direct deposit."

4. Customer Support - NPS respondents have very positive experiences working with our Support team.
"Excellent customer service."

"Real people who answer when you call the support line."

5. The company - This one, admittedly, gives us a nice little jolt of energy and provides us with some measure of confidence that our customers and users enjoy working with us. And as we’ve said before, the feeling is mutual.
"Great business partners, friendly and professional staff."

"The best team and company. I love to work with those kinds of professionals."

Read more about what haulers like about Trux in our annual infographic.

Other ways trux collects feedback

The NPS is just one way that Trux collects regular, structured feedback from our customers and users.

The HELP Menu

Users can submit feedback at any point in time directly within Trux from the HELP menu.

Clicking Leave Feedback displays a simple form for submitting quantitative and qualitative feedback.

This form provides our users with a mechanism to give us valuable feedback at a time of their choosing and not just when presented with an NPS survey.

Mobile App Stores

We also track and monitor our ratings on the Apple App Store and the Google Play Store. Similar to the Leave Feedback button described above, users can leave feedback in the app stores at any point in time

Trux Support Surveys

Finally, we survey users who have contacted Trux Support to measure their satisfaction with the experience. This kind of targeted feedback helps us measure how well we are responding to our customers’ needs when problems or questions arise. Are we responding to their needs? Are we able to resolve their issues in a timely fashion? Are we communicating with them when a resolution to their issue isn’t immediate? And are they able to reach an actual person, if desired, when issues arise? We are happy to report that Trux Customer Support achieved a 96%+ satisfaction score in 2024!

Conclusion

At Trux, we believe that customer feedback is a critical input that guides our product development, informs the services we offer, and helps us improve the overall customer experience. Our consistently high NPS scores and the valuable insights shared by our users reaffirm our commitment to innovation and continuous improvement. Whether it’s through in-app NPS surveys, real-time feedback channels, or direct customer support interactions, we remain dedicated to listening, learning, and delivering the best possible experience for our users.

As we move forward, we’ll continue to prioritize customer input to refine our platform, enhance our offerings, and ensure that every hauler, dispatcher, and contractor using Trux has the tools they need to succeed. Your voice matters, and we’re excited to keep growing—together.