The Goal:
Understand a simple but trusted anchor for your Customer Experience management program.
The Tool:
Customer Satisfaction has been correctly identified as a major driver to increase perceived value, retention, repeat sales and expanded customer base through friends & family, colleagues and social media.
The development of the Net Promoter Score (NPS) credited to Fred Reichheld, provides a single number that can provide a point measurement of reported customer satisfaction and comparing measurements over time can show a trend. NPS works for companies, departments, teams and can be applied to individuals as well.
NPS is usually implemented as a questionnaire mailed, emailed or done as phone interview with recent customers in regard to a recent interaction with an agent, salesperson, phone or web-based assistant.
Several questions can be asked to capture the mood and opinion towards particulars of the interaction; i.e. was the agent knowledgeable, were you treated with respect, was your issue resolved, etc. Also, any comments to add? Would you like to be contacted?
And… the key NPS question: Would you recommend our product or service to others?
With an answer ranging from 1-10 with 10 being the most positive response, this is the response that is tracked. Based on this one response the customer satisfaction is evaluated using 9 and 10 as promoters, 7 and 8 are considered passive, and 1-6 detractors.
The interpretation is that those evaluated as promoters were thrilled with the transaction or interaction, the passives got what they expected, and the detractors are not happy and wouldn’t hesitate to go elsewhere.
The key to the success in using NPS is a large number of responses over the time period. Too few responses make the result misleading.
In conclusion:
Would you recommend our product/service to others?
STOP! RE-READ that question. Think back to when you have recommended something to one of your friends, family or colleague. Why did you do that? Was it the product or service? The person who took care of you? Great support? Value?
Any and all are the drivers that exceed satisfaction and “WOW” the customer into seeing a product or service unique compared to competitors and worthy of recommending to others.
Here is a tool you might want to use:
