Written by: Kushal Dev | Co-founder, Customer Guru
How many times have companies gathered feedback from you and then vanished into thin air? These feedback surveys may be the long detailed ones with a never ending stream of questions or the single question Net Promoter® surveys. In either case there is no point if all this gathered data sits on research team shelves for future reference. So what’s stopping organizations from using this valuable data?
- Maybe companies are biting more than they can chew. Enormous amount of data does not always equals meaningful data that can be easily comprehended. Companies need a simple and easy to understand metric likeNet Promoter Score®.
- Many companies have effective NPS data collection systems in place but that is just the tip of the iceberg. A right system to derive meaning of this data and capacity to reach out to individual customers is required.
- It’s important to link individual customer feedback to products or services, touch-points and business functions within an organization and establish a communication roadmap across the length and breadth of an organization.
- Organizations tend to statistically analyze the data collected to create comprehensive reports and, more often than not, the data may become dated by then. What however is important that organizations listen to their customers at right touch points. Analyze this feedback and derive actionable insights. Tool like CustomerGauge help easily capture, slice and dice data to achieve this. It can help you know your customer better, WOW them and understand how their customer experience effects the bottom line.
Now that we understand what organizations need to do then the next obvious question is. How can this be achieved. These are the best practice steps you need to undertake to implement a successful NPS process .
An NPS program needs to trickle from top to bottom to make it a success. The initiate phase is about senior management buy in and defining the corporate governance structures that is required to drive change. Identify the teams to run the NPS program as per the governance structure, their key members and the charter of these teams.
- Customer Strategy and Context
Once the program has been initiated you need to focus on the customers. Its important to identify which customer segment you want to target. What is the criteria of identifying this segment and what are the key touch points to interact with this segment. The goal is to identify the key opportunities that you need to quickly tackle to improve business performance.
- Listen and React
Now you should get down to data collection through survey design and implementation phase. The primary part of the Net Promoter system survey design process is the NPS question. “How likely is it that you will recommend our product/service to a friend or colleague?”
Is the NPS score enough? To execute a successful NPS program its important to understand the reason behind this score. Its of minimum use if you just collect the NPS score without the supporting data to understand what drives this score. A transactional NPS survey which requires you to collect, analyse and act on feedback data every day, day and day out requires the right tool to enable this and derive actionable insights.
The react phase is key to generating customer loyalty. An important aspect this phase is to reach out to unhappy customers and making them happy. This can be ensured through a solid service recovery (Actions taken in response to service failure) system in place.
- Quick Wins
Once the system is in place its important to quickly showcase some result. Ample effort has been put in establishing this system and some early result instills faith in it. The changes can be as simple as easier client interfaces or empowered front-line employees. If you can show uplift in your NPS score you then you are on the right track. Linking it to higher conversation rates or the bottom line is even better.
- Big Bets
Having proved that NPS process works, it’s time to move on to bigger bets. Quick wins should have developed the confidence and respect of management so business case for big bets like product design change, process change etc get approval easily.
Reach Kushal at firstname.lastname@example.org An Adaptation by Genroe from “Answering the Ultimate Question: How Net Promoter can Transform your Business”, Brooks, Lara, 2009