nps_it's just a number isn't it
TRANSCRIPT
NPS – IT’ S JUST A NUMBER ISN’T IT?Ivana SekanicCustomer Advocacy Manager
Want to make contact? Find me on LinkedIn.
May 1, 2023
My most frequent Net Promoter Score conversations ….
1. “Single number doesn’t tell us anything.”
2. “I am measured on something I can’t influence.”
3. “I never score above 8.”
… and our story of why we need to change.
EVERYONE UNDERSTANDS NPS….RIGHT?
May 1, 20233
NPS LESSONS ARE LEARNT OVER TIME
A leader with 29.1% market share
An Australian icon with 40 years of providing health insurance to over 3.8 million customers
Revenue of A$ 6.37 billion
Two brands – Medibank and AHM
5 years of Voice of Customer program
WHY SHOULD I CARE?
NPS AS A RISK MEASUREWHAT’S THE IMPACT?
CUSTOMERS AT RISK
NPS =
DETRACTORS PASSIVES PROMOTERS
WHAT IS THE TARGET EXPERIENCE AND HOW WILL
WE KNOW WHEN WE GET THERE?
EPISODES AND INTERACTIONS DO YOU REALLY KNOW WHAT’S GOING ON?
May 1, 20238
WHEN ACTIVE? WHAT HAPPENS WHEN A CUSTOMER IS INACTIVE?
05/01/20239
WHAT WE HAD VS. WHAT WE NEEDED
• Heavily controlled sampling that introduced variability in data
• Long list of questions with shorter list of answers
• Greater dominance of channel experience
• Questions structure that introduced bias
• Variable targets
SINGLE SURVEY EIGHT SURVEYS• Less control, more customer
centricity• Built on foundation of CX
attributes • More flexibility in developing
insights• Greater ability for rapid root cause
analysis• A quick predictor of major trends• A shift towards CX statistical
modeling and experiment design
IS NPS A STRONG ENOUGH BASIS FOR STATISTICAL ANALYSIS
CUSTOMER VOICE + CUSTOMER BEHAVIOUR
“VOC PROGRAM NEEDS TO BE A 360 DEGREE
PERSPECTIVE OF YOUR CUSTOMERS.”
RESULT = A STABLE NPS WITH CLEAR AREAS FOR CONTINUOUS IMPROVEMENT
• It now becomes an early warning system of customer’s behaviour
• A rapid way to improve things
• Ability to apply experimental design and track effectiveness
• Changing conversations about the customer
01/05/202313
CUSTOMERS ARE COMPLEXA WELL DESIGNED NPS PROGRAM IS A COMPLEX SYSTEM
Interaction Episode
AN NPS SYSTEM ALLOWS MULTI LEVELS OF FOCUS
• PROVIDING CLARITY ON WHERE TO CONCENTRATE THE EFFORTS
• CONTRACTING AREAS OF CONTINOUOS IMPROVEMENTS THROUGH :
EXPAND
EXPAND
FOCUS
FOCUS
EXPAND
EXPAND
FOCUS
FOCUS
FROM ROOT CAUSE TOEXPERIENCE DESIGN
AN NPS SYSTEM TO SUPPORT SCALABLE CHANGE
