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?
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 initiating phase is about senior management buy-in and defining the corporate governance structures that are 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.
Once the program has been initiated you need to focus on the customers. It’s important to identify which customer segment you want to target. What are the criteria for 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.
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, it’s important to understand the reason behind this score. It’s 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, analyze 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.
Once the system is in place, it’s 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.
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
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