Unique Tourism Proposition: Uncovering a City’s Strengths With NPS
[caption id="attachment_13997" align="alignright" width="399"] Vernon is hoping to capitalize on their stunning views by enhancing their word-of-mouth with NPS.[/caption]
The town of Vernon, British Columbia, has decided that rather than becoming another forgotten weekend write up in a newspaper or guidebook, to target that which they feel really sticks in people’s minds: word-of-mouth.
When picking a place to visit, many people rely heavily on reviews from those they trust and the city of Vernon is now moving forward with plans to capitalize on this with the implementation of the Net Promoter System.
Although not implemented yet, Vernon is now the second city that we have reported upon that is tracking a tourist based NPS and it is clear why it is becoming ever more popular amongst tourism offices.
One of the things it establishes is a community benchmark,” says Ange Chew, the city’s tourism manager. It’s “about creating a unique and engaging visitor experience for tourists and travellers coming to Vernon, to understand how all the tourism touch points — hotels, restaurants, bike rentals — affects their impression of Vernon.
The responses received within the survey will not only serve to identify and enable their promoters, but also better understand what Vernon’s key selling points are and as such where their marketing dollars should be spent. When your promoters tell you what they love about you, that’s not just potentially positive word-of-mouth that your promoters will spread but valuable information for the future.
Find out more about the town and its campaign to improve tourists’ experiences, right here.
Is Smarter Click-And-Collect Shopping Worth It? Woolworths Will Let Net Promoter Decide
The Australian supermarket giant Woolworths, offers nation-wide what is known as a click-and-collect service for groceries, meaning shoppers can place orders online and pick it up in-store – simple right? Wrong.
[caption id="attachment_13990" align="alignright" width="389"] Woolworths new click-and-collect informs the store when you are about to arrive, meaning there is no need to wait. Just pick it up and go.[/caption]
What was happening? The in-store experience wasn’t matching the experience online. When customers arrived they first had to queue behind other shoppers to collect to inform the supermarket they had arrived, followed by a need to wait and be called over a PA system once their order was ready. The response to this was one of resounding frustration, with customers having to wait as long for their order as if they went shopping themselves.
To tackle this a proximity marketing technology trial (a beacon system) was carried out, in one store, late last year. Customers were invited to download a specific mobile app to access the new click-and-collect trial.
The system is simple but cuts waiting times down significantly. When a customer comes within a certain distance of the store, a notification is sent to the store to start completing that customers order. At a certain stage of fulfillment, it triggers an automatic push notification informing the customer of their ready order.
The trial was a huge hit amongst customers, so the plan is to now have it rolled out to all 254 click-and-collect stores. But as a business development project it needs to be shown that it is having a real positive impact upon customer experience. To measure this Woolworths will keep a firm eye on what their Net Promoter System is telling them. There are still hurdles along the way to implementing and maintaining such a customer experience system, and with continual NPS feedback from customers Woolworths will be looking to understand just how beneficial such a system is.
It’s about customers telling me they love it," said Elise Barber the head of business development for Woolworths Online. "That feedback brings a smile to my face as it’s about knowing you’ve got it right
Read the full article right here.
Customer Focus Finally Paying Off for Vodafone
Vodafone has been on a rescue mission for the last three years under the guidance of Iñaki Berroeta and the previous CEO Bill Morrow, and now believes it is capable of competing with Telstra and Optus in the 4G race.
After rebuilding the network and the brand, the focus is now on offering a wide range of services and content to get customers coming back. To do this there is speculation that they may have secured a partnership with Netflix for their video services. Whether this eventuates, is yet to be seen but the telco is moving in the right direction with a 16-point improvement in their NPS. No details were given about the score before and after the NPS jump, but a 16-point jump is an improvement no matter how you look at it.
Avaya celebrates while Harvard has work to do
While Avaya is very excited this week about their 2014 score of 50 and so they should be, the prestigious business school of Harvard has not faired as well.
In a survey of 100 of its students, it has turned out a score of 41, comprised of 62% promoters and 22% detractors. Although a good score, there is room for improvement. One area listed amongst students as a big problem is the school’s high program fees, while other matters revolved around the instruction and culture of the school.
A good score such as this can lead to complacency, but alternatively it can drive many to strive for something more. We hope that for the Harvard business school it is the latter.
The enterprise virtualization and storage company, Nutanix has taken their NPS score from 73 to 88.
Black Diamond software turned around service issues to now lift the company to a score of 60.
Masergy Communications, a leader in managed networking and cloud services has just been rewarded a score of 61 by their clients.
IPSOS research has found that the telecom giant Huawei, has a Net Promoter® Score of 43.
A leading Finnish corporate housing investor, SATO published a score of 23 with their target to hit 40 by the end of 2020.
The Lowell Group, specializing in debt collection, has reported an NPS of 38, an impressive score for its industry.