How to really use NPS® for Growth

29 June 2016

Webinar time: 25 mins Q & A: 5 mins.

Customer Guru

Tweet to us @custguru using #WebinarWednesday and #NPS4Growth

This webinar is brought to you by

Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld

Webinar Hosts

Kushal Dev Loves sales and beer

COO & CO-founder, Customer Guru Sales champion NPS® growth architect

Vivek Jaiswal Loves tech and getting up before the sun rises

CEO & CO-founder, Customer Guru Product champion

NPS® implementation in major brands across Europe and N.A.

David McCann Loves to travel; recently relocated to India

CEx Consultant Employee engagement champion

Retail Banker, Ex-Scotia Bank

Agenda

1.  A quick refresher on NPS

2.  Asking the right question

3.  Focusing on the reason, not the rating

4.  What to do with the NPS feedback data

5.  How to really use NPS for Growth

Quick refresher – What is NPS?

So why is NPS better?

Empirically derived

So why is NPS better?

Empirically derived

Correlates to growth

So why is NPS better?

Empirically derived

Correlates to growth

Establishes accountability for Customer Experience

So why is NPS better?

Empirically derived

Correlates to growth

Establishes accountability for Customer Experience

Standardized

So why is NPS better?

Empirically derived

Correlates to growth

Establishes accountability for Customer Experience

Standardized

NPS •  Simple •  Easy to understand •  Actionable •  Gets more responses

•  Defines a process •  Operation focused

Others •  Lengthy questionnaire •  Research oriented •  Requires analysts to

understand

•  Costlier to run •  Not standardized

How do you really use NPS for growth??

Set up NPS as a metric and track it regularly; across different touch-points, and between

different segments.

…before that you need to bring purity in that number!

Ask the right question

Ø  NPS question hidden beneath several other questions

Ø  Incorrectly worded question

Ø  What’s the right question?

Can you spot the sniper?

Can you spot the sniper?

Can you spot the sniper?

Can you spot the sniper?

Can you spot the sniper?

That’s how it feels when NPS is buried in a longer survey

Based on your experience with this flight, how likely would you

be to recommend Delta to a friend or colleague?

o  Extremely likely

o  Very likely

o  Somewhat likely

o  Not very likely

o  Not at all likely

Sample 2 – Incorrectly worded question

How was your experience with our fireworks? q Excellent q Good q Average q Poor q Very poor Would you recommend us to your friends? q  Yes q  No

ACME Fireworks

Submit

The RIGHT way to ask the Ultimate Question

Based on your recent experience, how likely is it that you would recommend us to your friends and family?

ACME Fireworks

Submit

0 1 2 3 4 5 6 7 8 9 10

Download “A Purist’s Guide to NPS Survey Design”

bit.ly/NPS-SURVEY

For more ideas, tips, and samples…

Focus on the reason, not the ratings

Ø  The score is not everything that matters…

Which one gives you actionable data?

Please rate your experience with the following departments:

Please tell us why you gave us that rating: q  No-one was at the reception when I

arrived

q  Opening hours of the restaurant aren’t

suitable

q  Restaurant service was poor

q  Gym did not have a instructor

5 4 3 2 1

Front office q  q  q  q  q 

Security q  q  q  q  q 

Restaurant q  q  q  q  q 

Gym q  q  q  q  q 

Sample 1 Sample 2

Which one gives you actionable data?

Please rate your experience with the following departments:

Please tell us why you gave us that rating: q  No-one was at the reception when I

arrived

q  Opening hours of the restaurant aren’t

suitable

q  Restaurant service was poor

q  Gym did not have a instructor

5 4 3 2 1

Front office q  q  q  q  q 

Security q  q  q  q  q 

Restaurant q  q  q  q  q 

Gym q  q  q  q  q 

Sample 1 Sample 2

This is more actionable!

Some real-world examples

Obsess over the why, not the score!

1 It will shape the company culture

Obsess over the why, not the score!

1 It will shape the company culture

2 Score helps to compare, but doesn’t tell what to do

Obsess over the why, not the score!

1 It will shape the company culture

2 Score helps to compare, but doesn’t tell what to do

3 By going after the why, the score will take care of itself

Obsess over the why, not the score!

What to do with all the NPS feedback?

“…customers who fall into each of NPS’ three categories require distinct communications.” ~ American Marketing Association

Use NPS as a thermometer to measure customer experience and loyalty temperature Make it a metric Design customer centric initiatives based on NPS data Identify the drivers of positive and negative customer experience Segment NPS data by customer and product segments

Start with these first steps

Understanding Promoters and Detractors

Happy doing business with you Stay longer and do repeat purchases Recommend to friends and family More forgiving for small slip ups Complain less Fewer complains means happier employees

Promoters

Detractors buy less Will defect at the first opportunity Spread negative word of mouth Enraged at minuscule issues Escalate issues at every opportunity Dent your employee’s morale

Detractors

Handling Promoters and Detractors

Spend more marketing resources on Promoters Ask for references and recommendations (B2B) Include them in product development discussions Set up express route to recovery for any issues faced by them

Promoters

Spend more service resources on Detractors Fire some of your detractors (B2B) Discuss their feedback openly in account review meetings Assign your best service agents to provide VIP level customer service to valuable Detractors

Detractors

Use NPS feedback as Voice of Customer (Voc)

Download a blue print on making the most of VoC

bit.ly/NPS-VOC

So, how exactly do you use NPS for growth??

Must determine the ROI

Investments must go to the highest ROI projects

Employee must be engaged

Conclusions

ü  Remember to start with the right question

ü  Obsess over the ‘Why’, not the rating – ask why in follow up question

ü  Set up NPS as a metric and track regularly across different segment

ü  Determine the values of promoters and detractors to derive the ROI of every project

Q

source - www.bodybuilding.com  

Questions?

We’d love to tell you more! Reach out to us if you’d like to use NPS for growth in your company.

Vivek Jaiswal CEO & Co-founder +91 77618 44042 vivek@customerguru.in

Kushal Dev COO & Co-founder +91 77810 11224 kushal@customerguru.in