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As more and more brands wake up to the benefits of tracking Net Promoter Score®, the world is inching closer and closer to a customer-centric culture. The need to have a strong hold on the NPS® is being recognized more vigorously than ever as businesses define their success in terms of their customer experience. The better the experience, the higher the customer loyalty. The higher the loyalty & retention, the higher the profits. It’s become that simple, really!
The Net Promoter Score is a customer loyalty metric that shows a brand how likely its customers are to recommend them to their friends and family. This measurement of likelihood of recommendation happens on a scale of 0 to 10. The closer they are to 10, the higher their chances of spreading the word. To make this metric more actionable, the scale is segregated into three:
DetractorA score anywhere between 0 & 6 means that the customer is absolutely unhappy with your brand and that they are least likely to recommend you to anyone. These are your Detractors.
PassivePassives are those that give you a score of 7 or 8. They neither love you nor hate you. They will neither go out of their way to promote you nor speak ill about your brand. Passives are self-explanatory.
PromoterThe dream, however, for every brand is to have customers who voluntarily go out there and market it for them! And the Net Promoter Score heroes, Promoters, do just that. These are the ones who give you a 9 or 10 on the NPS scale and leave no stone unturned in recommending your brand in their circles.
Your Net Promoter Score is the percentage of promoters minus the percentage of detractors.
Improving Net Promoter Score is as important as measuring it. While there’s a mosaic of factors that define the growth of your NPS, here are 5 simple ones that you can start implementing right away.
1. Follow up free text question:Understanding the importance of tracking, measuring and analysing the NPS can redefine your brand’s image in that it provides you insights that you can then address. The only point to remember though is that merely asking the Net Promoter question to your customers won’t do anyone any good as it just shows you how many detractors, passives and promoters you have. There’s no diagnosis of what the problem is or how it can be tackled. Asking an open ended/free text follow up question (What is the reason for the score you’ve given us…/ What are the areas that you think we can improve on…) brings you closer to your customers and helps you identify the best and worst aspects of your business.
2. Go everywhereOmni-channel is your mantra. This isn’t a techno mumbo-jumbo. This is where the world is headed and you need to be there already! By expanding your presence, you make yourself more available to your customers. Your customers aren’t all alike and they are active on myriad channels on which you need to approach them for feedback. Identify which channel is most active in which segment and request for NPS feedback from those customers on that channel. Omni-channel does not mean you harass all your customers on all possible channels. It means that you maximize your response rates by cleverly tackling this problem via multiple channels. Treat octogenarians differently from millennials. Understand, empathise and customize.
3. Be ConsistentNothing irks a customer as unreliability. You may have an out of the world customer service at your showroom, but if your call centre is doing a shoddy job at resolving issues then you’ve lost the battle already! What customers seek is dependability and consistency. Define your brand image and deliver your brand promise across all touchpoints consistently. No matter how simple it is, consistency trumps extravagance. Every customer touchpoint has to be just as responsive as the other. This communicates to them that you care and once they are made aware of that, transferring their trust into your brand will no longer be a challenge.
4. Shift in company culture:If you are treating NPS as a question that is tracked and monitored by a set of people, then you have it all wrong. Sorry but that’s the worst way to measure NPS. Instead, make it a company-wide endeavour to improve NPS. Every single employee is responsible for the improvement of NPS and rightly so! When each employee feels the need to build customer loyalty, irrespective of what role of department he is in, then your entire organization will begin to reflect a culture of customer centricity which will invariably translate into improved NPS!
5. Customize, customize, customizeCustomize your follow up questions. You can’t ask promoters the same question that you would ask detractors. Find out from your happy customers how you could make their experience with you even more happy. Ask your detractors what their biggest concern with your brand was and how they think it can be resolved. Customize incentives to your customers too. Give your promoters more reasons to market your brand and incentivize your detractors such that they revisit you at least one more time so you can change their perception about your brand. Give your passives just that extra nudge to get them to enter the promoter zone. No two customers can be treated alike and shouldn’t be either!
There are. As we already discussed, multiple ways to improve your Net Promoter Score. We’ve listed out 5 of the simplest measures to take to see a change in your score. Let us know in the comments section if you have any others to add to this list!