Integrating Feedback into the Net Promoter® Score Process
Companies looking to take a customer-centric view have been adopting the Net Promoter® Score (NPS) metric as a standard measure for customer loyalty. While the NPS concept is centered on a single question—would you recommend this product to a friend—the process of accurately collecting the information to derive the metric is anything but simple. Formulating real business decisions to address NPS results requires more extensive feedback and understanding of the proven methodology, and knowing when to use NPS is crucial for achieving proven organic growth.
Many companies using NPS are incorrectly utilizing random sampling of customers or transactional satisfaction surveys that have yielded historically low response rates. These approaches can create disconnected, point-in-time views of the customer that do not offer visibility into the entire customer lifecycle. If these steps do not connect back into customer support systems, customers who express dissatisfaction can go weeks or even months without any corrective action.
Vovici solutions are designed to collect and analyze feedback throughout the customer experience value chain. Because Vovici leads the industry in functional feedback integration, we make it easy to capture feedback directly at all of the critical customer touch points. By eliminating disconnected transactional surveys, the organization is assured that customer surveys are consistent, properly branded, and reflect corporate messaging.
Vovici makes it possible to collect this feedback on one integrated platform across the breadth of the enterprise. This approach effectively shifts customer feedback from islands of disconnected listening to shared information that can be leveraged throughout the organization—providing clear, cohesive information for a complete view of customer satisfaction. Creating actionable information that is available to the entire enterprise greatly enhances and extends the value of the NPS process to the organization.
Vovici drives deeper channels of customer feedback by enabling organizations to build respondent panels from their online customer community. Companies can segment the NP community into Promoters, Neutrals, and Detractors, and then survey these panels to gain immediate access to satisfaction feedback. Profiling of these respondents facilitates targeted, focused feedback with critical customer segments. Respondents are engaged through a custom portal that increases participation and allows the organization to engage these important customers in a well-defined and efficient manner.
Vovici helps companies that use NPS take the necessary step from measurement to directed action. Vovici closes the loop on the customer experience by enabling organizations to tie the feedback collected in the NPS process back into supporting systems—such as CRM, ERP, call center or helpdesk systems. When customer issues are identified, pertinent data can be sent to these supporting systems to trigger automated or human responses to immediately address the customer issue and mitigate problems before they can impact a customer’s perceptions.
Net Promoter® is a trademark owned by Satmetrix Systems, Inc.
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Vovici releases Community Builder module that will allow organizations to quickly and cost effectively create and manage online communities.
Learn More
View our American Marketing Association Webcast: Wednesday, August 20, 2008, 1PM ET: Best Practices for Using Online Communities for Feedback.
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