Today, almost every business around the world is using NPS Survey to measure and improve its customer experience. The Net Promoter System Blog lists over 200 companies across 10 industries that are using NPS. Certainly, that’s only a fraction of the total number of companies conducting NPS surveys.
While most companies easily adopt the Ultimate Question for collecting NPS feedback, only a handful are successful in reaping huge benefits out of it. In my experience, companies who succeed with NPS are generally better prepared for handling the small projects that sprout out of it. Even fewer organisations go beyond the survey, which actually differentiates such company’s NPS efforts from that of others.
What does it mean to go beyond the NPS Survey?
Even among the clients of Omoto, we find a huge variance in how they utilize NPS. Some are chasing scores, while others are looking for deeper insights. One of our eCommerce clients doubled its response rate when it started using Omoto. This client understood the importance of keeping the NPS survey simple and avoided making mistakes that other companies make with their NPS surveys. This company also utilized Omoto’s detractor management system to the fullest. By setting up a dedicated team that would close-the-loop with every detractor within 24 hours of their response, the company has been successful in recovering and converting its detractors into promoters! This company focused on taking action on detractor feedback and utilized its promoters to enhance its social media voice. Through Omoto’s automatic promoter activation campaigns, over 60% of the brand’s promoters are now following its Facebook page, thus creating an audience that is willing to buy more from the brand.
On the other hand, a healthcare client of Omoto hasn’t been able to achieve similar results. While Omoto supports this healthcare brand in capturing feedback from channels such as SMS, Email, Call center, and on-premise tab device, this company’s focus keeps changing from collecting more feedback to increasing NPS within a quarter. While Omoto supports most of the technical requirements of the client, the changing focus of the client creates confusion among employees and leads to lack of any tangible results from the NPS survey.
As you can observe, the difference in the approach towards NPS survey has led these two companies to different results. Hence, it’s important for companies to go beyond the survey and focus on utilizing the customer feedback to improve customer experience. I would like to share 10 simple pointers to keeping your approach aligned with your goals to reap the best out of your NPS survey:
1. Keep in mind that NPS is not a market research tool
NPS is a measure of your customers’ experience with and loyalty towards your brand. It is meant to be short and sweet, unlike most of the market research. Most importantly, it is an operational tool that triggers action while market research is ‘research’ that is passive and is meant for knowledge building.
Both are great tools but are meant for a different purpose and have different end goals. It is crucial that all organizations understand this.
2. Read the verbatim, it is a goldmine of information
First of all, you must read every customer comment purely out of respect for your customers’ time. When tons of automatically analyzed and beautifully reported data is available, why would you want to read through the free text comments, right? WRONG! You should still read the comments because:
- 1 in a 1,000 customer survey responses is the source of a business transforming idea – you don’t want to miss that, right?
- 4% of the responses ask you to take an action to resolve a customer complaint; sometime even requesting a quote for more business – again not something you want to miss.
3. Be transparent; make it visible at the top
Install digital signage in CXO’s cabins, share daily/weekly/monthly scores and summary of customer issues. You must demonstrate what is being done to improve NPS and make it visible through the NPS trend. Be bold, be transparent.
4. Involve the frontline employees in improving NPS
Your frontline employees know your customers best. They would feel more committed to the success of NPS if they are involved directly in improving it. Moreover, they are aware of most of the customer issues and they are brimming with creative ideas to solve those problems. Listen to your customer-facing employees, empower them to take action; they can massively shift the customer experience scale in your favor.
5. Have the right attitude towards customer feedback
Every company has flaws and it’s best to acknowledge them. Customer feedback is like a mirror for an organization, showing what is what. You must abstain from shooting down customer feedback by saying ‘the customer doesn’t understand the process’ or ‘that was a one-off’. If you embrace customer feedback with the right attitude, it could really transform your organization by continually fixing problems that customers are pointing out.
6. Close the loop
It is THE most important thing to do from the very beginning of any customer feedback program. Irrespective of the metric used, closing the loop will improve customer engagement as well as create promoters if the company closes the loop on the feedback. Implementing service recovery or an account review meeting will help recover detractors. But reaching out and thanking your promoters is equally important; do not overlook the goods.
Closing the feedback loop is critical; it should be a part of everybody’s activity list.
7. Share customer comments across the organization
Sharing your customers’ voice internally brings everyone closer to your customers. Don’t just share the good feedback but also the bad ones. It keeps employees motivated and keeps them on their toes at the same time.
8. Take action on the feedback; utilize the data
So many organizations collect a host of data from their customers and then analyse and report that data like crazy. However, they completely miss making changes in their businesses using that feedback. Ultimately resort to blaming the process by stating that it didn’t work.
“If you do not use the information to make changes in the business, shut down the whole process because it is just a waste of time and money.” ~ Adam Ramshaw, Genroe.
9. Make the NPS program your own, brand it
Rename it, brand it, give it a logo, a tagline, and even a mascot! You must ensure that the program is well recognized internally. This is probably the best way to get everybody excited about any new initiative – make it your own.
10. Invest in automation – to reduce cost and failure
It is a bad idea to have your NPS or VoC program dependent on a particular individual. Every time that one person is sick or leaves the organization, the process should not come to a standstill.
Invest in a good NPS solution such as Omoto, and automate as much of the routine survey process as possible. You can automate tasks such as data collection, validation, collation, analysis, and reporting to minimize any dependency on a person.
Take a step towards delivering exceptional customer experience by requesting for a free demo.
(Source: 10 Must Do’s for NPS Success)