It is a fiercely competitive marketplace for companies across industries today and no organization can simply afford to let their customers move over to competitors. Moreover, when the reputation of a company becomes poor among its existing customers, it may face hindrances when trying to acquire new business.
Major global brands and industry leaders such as Virgin Media, General Electric, American Express, and Apple have been pioneers in incorporating strategies for increased customer satisfaction into their businesses in order to not lose business focus.
Net Promoter Score (NPS)
NPS is a metric for measuring customer satisfaction and was initially propounded by Frederick F. Reichheld in one of his articles for the Harvard Business Review in 2003. The article was called ‘The One Number You Need to Grow’. It is a relatively simple concept and when a question such as ‘likely to recommend’ is asked to customers, the responses are categorized into three distinct groups.
- Detractors (0 to 6)
- Passives (7 to 8)
- Promoters (‘A’ rating between 9 to 10)
The difference between promoters’ percentage and detractor percentage responses gives the Net Promoter Score or NPS.
This question can be asked as a component of a customer satisfaction survey or even as an individual question. Contact centers may ask this question through a telephonic survey, online or via email. It offers numerous benefits, such as ease of understanding and simplicity for both the employees and customers of an organization.
In fact, only one figure is needed for measuring success on the delivery of their customer service. Usually, there is a key ‘promoter’ question that is followed by a single or couple more to try and find out the reasons why a customer would like to recommend an organization to others.
Today, Net Promoter Score has become a global organizational standard for measuring, understanding and improving customer experience. NPS uses only one easy question for measuring customer experiences that can be understood by everyone in your organization – What is the likelihood that a customer would recommend a company to a colleague or a friend?
Today, contact centers use various strategies to shape their NPS scores positively and thereby, improve their productivity.
Customer Experience is Targeted
A contact center should not make attempts of managing the Net Promoter Score metric or try manipulating a customer while the question is asked. When the customer experience is managed effectively, it will definitely improve the overall CSAT or customer satisfaction and the NPS score will automatically get a boost.
Understanding the Journey of your Customer
When you look at an issue from customers’ perspective, it is easy to appreciate their interaction with your company’s services and products. This perspective can be easily formed after interacting with customers, speaking with the employees of the front office, or when you are a customer of your own company. The key issue that needs to be identified is about the major touch points, interactions and channels involved from the pre-purchase phase till the support and service during a post-purchase phase.
Priority Focus on Making Changes in High-Impact Touch Points
When small and sporadic changes are made, they result in incremental and small changes at its best. However, when you make bold changes and focus on some initiatives, it will lead to high-impact results. Call resolution after the first time complaint, consolidating interactions through multiple channels, and optimizing resources and processes that use solutions using back office management can all have a significant impact to high-impact results.
Net Promoter Score is a Key Quality Measure for a Contact Center
Advocates of NPS claim that it is the only quality metric that is needed for contact centers. When a customer is pleased, it can be easily inferred that the agent interaction with the concerned customer was of impeccable quality. This is a quality measure that is further strengthened when two supporting and supplementary questions are included in a survey.
- How happy is a customer after interacting with a contact center rep?
- How happy is a customer with the result of interaction with the contact center?
Consequently, it becomes easier to find whether the services offered by a contact center to a customer was okay or not, from the perspective of an organization, as well as a rep. When a service is outsourced, this is a metric that enables an organization to assess the quality of a service provider, so that the clients can assess the service delivery with respect to the other contact centers.
A Contact Center’s Service Delivery can be Revolutionized using NPS
Right from the level of a CEO to a rep, the entire business team should concentrate on taking all those actions that will keep its customers happy and satisfied.
Statistically speaking, just the top 18% of NPS score is regarded as a positive rating. That is because, it is a known fact that dissatisfied customers respond more to surveys related to customer satisfaction.
Found this topic effective enough to think of a change at your contact center? Now, call us at Ameyo Emerge and we’ll sort things out for your business.