Discover How Samantha Edwards’ Traffic Light System Transformed NP Digital’s Client Chaos Into Clear Success
Samantha Edwards has significantly transformed client service at NP Digital since she joined as group business director in April 2021. As the agency’s first Australian hire, she was tasked with building a world-class client service team from the ground up. The challenge was to establish a system that would enhance clarity and consistency in client interactions.
Implementing the Traffic Light System
Under Edwards’ leadership, NP Digital adapted a traffic light health check system to improve client satisfaction. This system provided real-time visibility into client sentiment using simple color codes: green for positive, amber for caution, and red for concern. It was updated weekly by account managers to ensure quick responses to client needs.
- Green: Positive client sentiment
- Amber: Requires attention
- Red: Immediate action needed
Alongside a quarterly customer satisfaction survey, this system has become an integral part of the agency’s operations, enabling timely intervention before potential issues escalate.
Results and Engagement
The implementation of this system, combined with an effective feedback loop, led to impressive results. NP Digital achieved a Net Promoter Score (NPS) of 90, significantly above industry benchmarks. Moreover, client engagement surpassed 80%, demonstrating a strong connection between the agency and its clients.
Edwards emphasized the importance of acting on feedback. Direct communication requests from clients led to the creation of action plans and training sessions, further reinforcing the agency’s commitment to client needs.
Building Strategic Partnerships
Edwards’ methodical approach encouraged local delivery as a foundation for global scaling. This strategy fostered long-term partnerships, as showcased by the successful collaboration with Dermal Therapy Australia. What began as a tactical engagement transformed into a global remit, positioning NP Digital Australia as a vital growth resource within its network.
Culture as a Key Ingredient
The success at NP Digital is not solely dependent on metrics and systems; it is also rooted in a supportive culture. Edwards believes that a happy and valued team generates better client relationships. Her initiatives champion flexibility, inclusion, and pay equity, particularly for working parents.
Edwards’ approach has been recognized, earning her a finalist nomination in the Client Services category at the B&T Women In Media Awards. Notably, her leadership style has been described as “the calm in the storm,” reflecting her ability to create stability within the team.
Looking Ahead
Now that a solid local foundation has been established, Edwards aims to refine and scale NP Digital’s client service model further. With demonstrated success in retaining clients in a competitive market, she envisions deepening these relationships and pursuing more global projects. The principles of trust, structure, and care will continue to guide NP Digital as it evolves.
