In Part 1 In this blog series, we discussed what insights the use of the Net Promoter Score can bring and for what purposes NPS can be used sensibly. It turns out that NPS is a very useful metric for a CX management system when properly incorporated into assessment questionnaires and analysis. Even if a direct correlation is difficult to prove, we can confirm from the experience of our customers that successful CX management leads to more promoters, recommendations and significantly increased sales from a base NPS value of 60.
While it is instructive to analyze NPS developments in predefined periods of time, a good CX management system must also be able to link NPS values with causes and “customer stories”. This is the only way we can address customers in a targeted manner and respond personally and efficiently to their needs and initiate measures. One of the success factors of CFM customer feedback is the integration of company and CRM data, which are linked to customer feedback in the system. The system provides actionable management information, so-called “actionable insights”.
It is always important to keep the primary goal in mind: to turn dissatisfied and passive customers into enthusiastic, active promoters. Not every recommendation automatically generates new customers, but the key to profitability is not only to permanently win new customers, but also to persuade existing customers to buy again and recommend them.
Your customer service has only passed the ultimate quality test when customers buy again. But while new customer acquisition is tracked in sales, the retention rate is often not tracked by customer service. Customer service can make the difference between a one-time customer and a repeat customer. So doesn't customer service deserve the credit? In addition, it is important to know what priorities you need to set in support in order to improve retention rates. From experience with the CFM customer Bruynzeel NL, for example, we know that optimizations in the area of customer service (based on feedback) have led to increased NPS values and more loyalty, which also resulted in new customers based on recommendations - in contrast to aggressive sales Strategies. These also bring sales, but not increased loyalty and recommendations.
Most of the time, customer service reporting contains figures on customer satisfaction and abandonment rates based on customer surveys. Others measure the likelihood of someone who has interacted with customer service making a purchase or other action. Furthermore, conversions can be linked to various aspects of customer service. The use of a customer-oriented main KPI is decisive for the success of our system, with NPS being the most popular and most frequently used KPI (you can find out more about the KPIs we use .).
In Part 3 In this blog series we give deeper insights into the Net Promoter System and how we can use it to exploit the full potential of NPS for our customers.