Net Promoter® is now almost a household name in the world of business, as many know and use The Ultimate Question and understand the power it has at measuring loyalty.
The challenge today, is to go beyond the question and create NPS platforms that enable employees to conduct, collect and react to feedback in a way that creates the best possible outcome for customers. This doesn’t mean reshaping the theory but discovering how to make an NPS tool that best fulfills the theory.
Conducting your survey
NPS that provides the best possible insights into customer experience and loyalty, surveys both the overall relationship and the experience customers have at specific touchpoints. Designing and conducting different surveys then can be a time-consuming process. A good NPS platform, however, combats this by having a ‘one-time setup,’ which is further improved through automation and intelligent rule-based design.
Imagine you have five different NPS surveys, one relational and four transactional. The NPS survey is the ‘would you recommend’ question followed by a question that determines the company segment that drove the score, and a comment box. You have decided to send relational surveys when you receive a customer’s contact details and every six months after. While transactional surveys will be conducted whenever a customer completes one of the four touchpoints you have chosen.
1. Customer contact details
To begin, sending surveys means tapping into a customer database for contact details. And if you have to enter each recipient's details manually, that’s a lot of wasted time. Luckily though most survey tools, be it a general survey engine or a dedicated NPS tool, easily upload contact data from a wide variety of sources, removing the need for manual input.
2. Automatic surveying
[caption id="attachment_16654" align="alignright" width="312"] Save time and mistakes with automation.[/caption]
The next step is sending the surveys and making sure they are sent out at the right time. Here automatic sending, just the same as the automatic processing of contact data, is critical. But this is about more than just ‘one-time’ sending when a customer’s details are uploaded, it’s about having a system that tracks the survey history of customers to determine when to automatically send future surveys.
So, if relational surveys are to be sent out every six months a system that does this automatically saves not only time but also confusion. For as new customer data is continually added, when each customer is surveyed varies and manually tracking this is far from ideal.
3. Rule-based surveying
Continuing with our example, we also need to conduct transactional surveys. This can be problematic though because resurveying in too short a period can lead to low response rates, annoy customers and create meaningless surveys if it is about the same touchpoint.
With rule-based sending, however, you can instruct your NPS tool to resurvey the same touchpoint, only if it has been more than three months since the customer’s last survey. While, if it is a different touchpoint, or it is time for a relational survey, another rule may state that only a month is needed between surveys.
Whether you are conducting multiple NPS surveys or just one, implementing them for a customer database that is continually changing can be a lot of work without the right tools. But with automatic sending based on predefined rules, conducting surveys requires only a one-time setup, creating a system that avoids mistakes and requires little human input.
Reacting to the feedback
NPS just isn’t NPS if you aren’t responding to feedback. It needs to be actionable, as it’s more than just research, it’s about real-time change to improve the experience and raise loyalty.
4. Assigning feedback
Not all NPS feedback though requires a response and how to respond can differ. A company could choose to call immediately detractors that score them a 0 to 3, scores 4 to 6 are to be called but less urgently, passives require no response at all, and promoters receive a thank you email for their support. Furthermore, NPS surveys ask customers to choose what company segments most drive their score, who responds to feedback depends then on what company segment the customer chooses.
To do this effectively, feedback needs to be assigned to the right employee with a defined urgency. This can be an automated process, but many companies also choose to screen feedback first to determine if it needs a response and who to assign it to.
For automatic assignment then, a rule-based capability is needed again to send feedback to the right individual with the right priority. While, if screening feedback first, an NPS platform needs to allow feedback to be pushed to the correct employee with an indication of priority.
5. Tracking your response progress
Feedback that does require a response needs to be able to have its progress tracked. Within each customer feedback case, a workflow capability allows employees to record the outcome of their interaction with the customer and whether the case was resolved or not.
[caption id="attachment_16667" align="alignright" width="289"] Track feedback to create the best solutions.[/caption]
If a case requires more than one interaction or multiple employees to address a customer's feedback adequately, exactly what was discussed and the action(s) completed is clear. Employees can avoid wasting time and frustrating customers by having repeat conversations and instead begin where the previous interaction ended.
Workflow capabilities should allow each stage of a case to be recorded, clearly define whether the case is still open or closed and record how long it took to be resolved. Without these abilities, any response to customer feedback that requires more than one interaction becomes confusing and slow, and handicaps a company’s effort to create more satisfied, loyal customers.
Humans are good at many things, but machines are better at repetitive tasks
NPS is about understanding your customer’s experience along various stages of their customer journey. But more than this, it's a closed loop system where feedback is an opportunity for companies to respond to customers, to resolve their issues or thank them for their positivity.
If your NPS platform still relies on a lot of manual human input, this process is slow and difficult. Automating and tracking the process means companies are better enabled to create experiences that let customers know they are listening and taking action.
To improve your NPS, aim for these 5 features:
- Upload and scan customer contact data to remove manual input
- Have automatic survey sending based on tracking customer survey history
- Use rule-based surveying to avoid surveying customers too often
- Assign feedback to the relevant department/employee automatically or with one-click sending
- Use workflows to track responses to customer feedback