Enlighten Aquarium helps a global SaaS provider transform customer engagement
Converting 22% of Detractors to Promoters and Increasing NPS by 9 Points through Playful Data Visualization
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Thousands of Customers, Too Few Voices
When you're a global SaaS provider serving businesses across more than 21 countries, customer feedback doesn't trickle in — it floods. The challenge was clear: how do you meaningfully respond to thousands of daily customer feedback submissions without making people feel like they're shouting into a void?
A global customer experience leader knew automated responses weren't the answer. Customers who take time to share feedback expect, and deserve, authentic human connection. But with a relatively small customer experience team supporting a large regional footprint, reaching every detractor was impossible.
“How do you meaningfully respond to thousands of daily customer feedback submissions without making people feel like they're shouting into a void?”
The solution? Get creative. Get playful. Get more people involved.
A Fish Tank That Changed Everything
While browsing the Microsoft Marketplace for better visualization tools, the CX lead stumbled upon something unexpected... a fish tank.
“I came across a fish tank and instantly I thought... ok, that's not a business report.”
That moment of curiosity sparked a transformation that would ripple across global operations.
Ludification Meets Customer Experience
Enlighten Aquarium Pro transformed customer outreach from a dreaded task into an engaging challenge. That's ludification — making real work feel light, rewarding, and a little addictive. Here's how it worked:
- Each employee got their own fish when they joined the program
- Fish size represented the number of customers contacted
- Fish speed reflected the quality and depth of customer interactions
- Different fish types distinguished programs — guppies for closed-loop feedback, sharks for proactive promoter retention
The mechanics were simple, but the impact was profound. Employees could see their contributions, compare progress with colleagues, and watch their fish grow as they made meaningful customer connections.
“Every time someone contacted a customer, they earned points and their fish grew.”
Numbers That Speak Volumes
12,000+
Customer touchpoints
1,500+
Hours in direct customer conversations
600+
Employees engaged (from 66)
22%
Detractors converted to promoters
27%
Reduction in detractors YoY
9 pt
Increase in NPS
Global Recognition
- 2024 Global Winner: Best Customer Experience Team
- 2024 North America Winner: Best Measurement in Customer Experience
- 2023 Winner: Customer Centricity in B2B
The Power of Playful Data
Traditional dashboards get tuned out. Static charts and graphs fade into the background. But Enlighten Aquarium transformed data into something inherently engaging, not by adding points to boring tasks, but by making the entire experience playful from the ground up.
“I'm a big believer in engaging and rewarding people for the behaviors that are going to get the metrics you want.”
Visibility
Progress became tangible and fun to track
Competition
Friendly rivalry drove consistent participation
Connection
Effort was linked directly to customer outcomes
Celebration
Wins were visible and shareable across teams
Flexibility Meets Innovation
Working with Enlighten Designs wasn't just about implementing software, it was about collaboration and creative problem-solving.
When timing and approvals created roadblocks, Enlighten quickly adapted with anonymized sample data to keep momentum going. They enhanced the product with thoughtful features like hover-over insights showing customer feedback verbatim and customization options by region.
“What I appreciated most was their ability to elevate the work beyond basic reporting.”
From One Region to Global Domino Effect
What started as a pilot in North America quickly spread:
- North America launched first
- South Africa quickly followed
- UK, France, Spain, and Germany joined in succession
“Once we got up and running, it was off to the races. South Africa was next, then UK jumped in...”
Ready to Transform Your Customer Engagement?
If one organization can engage 600+ employees, close the loop with nearly 9,000 detractors, and increase NPS by 9 points — all while making customer outreach something people actually enjoy — imagine what Enlighten Aquarium could do for your organization.
Visualize success in real-time
Make participation visible across departments
Drive meaningful customer connections at scale
Turn data into stories people actually want to engage with