Achieve success with NPS part 6 of 7
In part 6 of the 7-part blog series about NPS, our specialist Mark Schepers discusses which five pitfalls you should avoid if you want to improve NPS (Net Promoter Score). Mark has years of experience in measuring customer loyalty at, among others, DELA and Carglass.
How do you convince the board, the management and other employees that NPS as a KPI adds value? The previous part of this blog series was all about this question. In this part, Mark will talk about the opposite. What if you put too much emphasis on NPS, or misuse it in some other way? After reading this blog, you'll know which five pitfalls you should avoid.
Pitfall 1: Know NPS? Done.
'It may be a strange question after the previous blog, but I'm asking it anyway,' Mark says. What does an NPS score actually mean? At most, it shows that customer loyalty is better or worse than you thought it would be. It's much more valuable to know why someone does or doesn't recommend you, in order to know what to work on. Do you recommend our greengrocer's because the lettuce was so fresh? Or do you go to another garage because of that grumpy mechanic? Forgetting the why-question is a big pitfall. Asking questions after the first recommendation question shows the true value of NPS. There's no need to reinvent the wheel. CYS has developed a smart survey that you can try out for free for 30 days. The built-in answer categories help you to ask customer experiences in more detail.'
Are we going too fast? Then read this info about NPS first.
Pitfall 2: Get away with your NPS question!
'How do you feel about being overwhelmed with surveys? Unfortunately, NPS measurements are sent out too often,' Mark says. It's an ideal measuring instrument: only a few questions provide heaps of information. That's right. But let's go to the bike shop for a new tire and when the bell rings, you'll immediately get the question "Would you recommend us?", in your inbox. You'll get a reminder if you don't respond immediately. Only measure NPS at moments that have a real impact on the customer experience. Think carefully about whether you want to send a second e-mail as a reminder as well. These can be perceived as annoying and that doesn't improve the customer experience either. CYS helps you to prevent customers from being over-asked or, worse still, getting annoyed. Our software remembers who has been questioned and when and plans it in such a way that everyone has their turn, instead of after every contact or after every purchase. This allows you to retain the loyalty of your fans.
Pitfall 3: Just give a 10, I'll be judged on that.
Many companies fall into this trap. I know cases where teams did everything they could to achieve the highest possible NPS. Think of sales staff who, after an interview, said: "Are you satisfied with this interview? Then just give a 10, because I'll be judged on that." This renders your NPS worthless. What's more, you don't want that behavior in your organization. So avoid chasing the score. In the end, it's not about the score, but about as many enthusiastic customers as possible. Use NPS as a starting point to learn and improve. If customers have a complaint, resolve it as effectively as possible. That's what it's all about in the end.
Pitfall 4: Publishing personal NPS results
'What people don't always realize, is that you can get multiple NPS scores within one survey. In addition to the single overall score, you can also opt for an NPS per branch, department and individual employee. Comparing these figures provides valuable insights. Pay attention to how you deal with the individual scores internally,' advises Mark. In teams that are more competitive and that are used to seeing each other's personal results, sharing everyone's personal NPS can work well. It can even result in a dialogue: "Where do you get a higher NPS than me?" This doesn't mean that this approach fits into every organization. If a team is not used to that level of openness, this can be confronting and may even lead to resistance. This may be an obstacle about talking about 'the NPS tool', in which case it prevents learning and improvement with the substantive feedback. Being a bit rebellious is necessary, but pick your moment and the way in which it is done', says Mark. You can use the CYS tool to build custom reports that fit in with the way that best fits in every situation.
Pitfall 5: Follow others without your own radar
'I hear it all the time: "Without a benchmark, we don't know where we are." I think, "Why is comparing a figure leading in assessing whether you're doing well?" Do you remember what I said earlier? That the NPS is a result of processes, interactions and behavior? In order to know whether you are delivering the desired customer experience, it's better to collect these examples and compare them with your processes and behavior. Do you measure the NPS in terms of hiring new customers? Then look at other organizations that also take on new customers. Are they doing that in a way that makes customers excited? Even if it's in a different industry, there are always elements that you can translate into your own industry. That's how you benchmark meaningfully!'
Did you get a good idea of what you should avoid during your NPS research? We hope that the advice in this blog will take you a step further! Mark explains in the last part how to measure customer loyalty as a professional with the features of CYS.