CustomerGauge B2b Net Promoter Score Measurement


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Overview of the Net Promoter Score (R) Measurement system from CustomerGauge. This system is tailored to b2b relationship measurement.

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CustomerGauge B2b Net Promoter Score Measurement

  1. 1. Measure, Understand and Respond with CustomerGauge for b2b Organisations<br />Adam Dorrell23 March2010 <br /><br />
  2. 2. Trap for business: When customer feedback goes wrong…<br />Question 41 of 50<br />Most business surveys…<br />ask too many questions for marginal use <br />Ask customers information you already know<br />Take up too much time<br />Have low response rates<br />Need to be interpreted by skilled market researchers<br />Actions? <br />Little – normally too late for response<br />Get left on shelf for a year<br />Customers frustrations not answered<br />Expensive and little operational use<br />Alert! You must fill in all of the questions!<br />Thick reports get left on the shelf, too late to action<br />Survey only once a year: 3Qs without update…<br />
  3. 3. Alternative? Just one question.<br />Page 1 of 1<br />Better solution!<br />Use data you already have <br />One page survey<br />Use industry standard Net Promoter® Score<br />Benefits<br />Not intrusive for customers, high response<br />“Bite-sized” information gathering<br />Instant results you can interpret AND action<br />Act on information this quarter<br />Reward internally on results<br />Short, quick survey<br />Do not ask customers information you already know. Build information into survey system before you ask. <br />*Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.<br />
  4. 4. Result – Tracking and feedback<br />Acting on Voice of Customer: Real customer comments<br />Satisfied customers!<br />Tracking metrics over time<br />Quantitative customer scores help you understand the issues over time<br />Multiple segmentation: Industry / Type of partner / Issue / Salesperson<br />Feedback helps you understand what needs to be changed<br />Share comments with partners<br />
  5. 5. The Net Promoter Score (NPS)<br />Net Promoter Score® Developed by Fred Reicheld.<br />Open system: Just one number<br />Measure every transaction: “Would you recommend us?”<br />Get customer feedback<br />Becoming a hard-metric, reported in Earnings results<br />Download from: <br /><br />
  6. 6. Net Promoter Methodology<br />Simple, one number<br />Follow NPS methodology<br />Recommenders (promoters)<br />Avoiders (detractors)<br />R – A = Net Recommendation Score<br />Detractors<br />Neutrals<br />Promoters<br />
  7. 7. CustomerGauge Introduction<br />Simple dashboard operation<br />All the tools you need to measure, understand and respond to customers<br />Built-in survey tools<br />Analysis Tools<br />Workflow to help respond to customers<br />Based on Net Promoter Score® <br />Survey relationships or transactions<br />Sales <br />Customer Service<br />
  8. 8. Demonstration Agenda<br />Objective<br />Measure NPS, multiple segments: Account Manager, Revenue Cluster, Country, Region, Department<br />Introduction<br />“Flights”<br />Less b2c<br />Data input<br />Email Invitation<br />Survey<br />Home page<br />Reports<br />Response<br />Response by company<br />Increasing response<br />Net Promoter Score (flights)<br />Segments (Account Managers)<br />Comments<br />Bubbles<br />Companies<br />Company Drill Down<br />Root Cause<br />Task + Misc<br />Search<br />Sent a test email<br />Tag a comment<br />Export<br />Unsubscribe/bounce etc<br />Tag setup<br />Customisation options<br />Additional survey questions<br />Workflow<br />Gallery and home page<br />Divisional reporting<br />Future: Profit v NPS<br />
  9. 9. Data Input<br />Multiple segments possible (up to 9)<br />Data can be provided from Excel, CSV etc<br />
  10. 10. Login<br /> acmeb2b@c1-gauge.compass: testAcme09<br /> / b2bdemo<br />
  11. 11. Touching customers<br />Acme Corp<br />Acme Corp<br />Acme Corp<br />Branded email invitation<br />Branded Survey – 2 minutes to complete<br />Real-time results<br />
  12. 12. Multiple Reports<br />
  13. 13. Understanding what is working<br />Example: <br />Comparing salespeople – how customers rate them<br />Which products are performing best<br />
  14. 14. Deep NPS Analysis<br />Multiple ways of viewing NPS using drill down filters<br />Evolution of Detractors, Promoters over weeks/months<br />Score Frequency charts<br />
  15. 15. Voice of Customer – Comments clickable drill down<br />Understand voice of customer by different segments<br />
  16. 16. Categorise comments – understanding the “why”<br />Add richness to customer comments by tagging and classifying<br />Or use “Customer Self-service” in survey*<br />*Optional Extra<br />
  17. 17. Multiple levels of categorisation<br />Up to 75 different 2-level factors can be stored and tagged<br />
  18. 18. Reporting on Issues<br />What is causing negative or positive experiences?<br />Issue trends: Are we getting better over time?<br />
  19. 19. Root Cause Analysis<br />Understand drivers of promoters and detractors<br />“Drill-down”<br />Multiple filter options<br />
  20. 20. Reporting NPS by Organisation<br />For situations when surveying multiple decision makers and executives in larger organisations<br />Examine scores in the Decision Making Unit<br />Understand NPS by seniority level (eg. A, B, C) or Job Function<br />Compare NPS of Company, and Level to all Organisations<br />Look at individual scores<br />Hover and click through for comments<br />See all information and comments in easy printable form. <br />Acme Corp<br />
  21. 21. NPS Certificate (new for 2010)<br />To help standardise reporting, new “NPS Certificate” is now standard<br />Shows survey methodology and score per “flight”<br />Can be configured to be shown: <br />privately in CustomerGauge<br />On intranet<br />Publicly on website<br />In press release<br /><br />
  22. 22. Beyond basics<br />
  23. 23. A single company dashboard…<br />CustomerGauge can be used to roll up multiple sources of data<br />Geographic or divisional segmentation possible<br />Highly customisable to your needs<br />
  24. 24. Comparing divisional performance<br />Acme Corp<br />Acme Corporation – Global Net Promoter Scores<br />Acme Corporation – Division A NPS<br />Acme Corporation – Division E NPS<br />Acme Corporation – Division D NPS<br />Acme Corporation – Division B NPS<br />Understand regional and divisional differences<br />
  25. 25. Surveying Customers Automatically<br />Avoid surveying customers just once a year<br />Customergauge allows automatic surveying options<br />A/B at random<br />25% each quarter<br />50% each quarter<br />Plus unsubscribe and non-repeat logic to prevent over-surveying<br />A. Survey customers 2x each year<br />B. Survey customers 1x each year<br />
  26. 26. Customisation Home Page<br />Other modules available.<br />Eg “Drivers”<br />
  27. 27. Net Promoter Score® Trend<br />Filter by segments and dates to analyse trends<br />
  28. 28. Alerts<br />Workflow set up allows alerts to be triggered on certain actions<br />Example: <br />Customer Scores ‘0’<br />Email sent from CustomerGauge to account manager with comment<br />Workflow marked as “open”<br />Account manager takes action<br />Mark as “closed”<br />Marketing Director can monitor open/closed cases<br />
  29. 29. Respond<br />Distribute customer feedback around organisation<br />Ensure comments get followed up with workflow tools<br />Email reply templates for speedy answering<br />CustomerGauge “lite” version for call-centre agents<br />Track progress using task manager display<br />
  30. 30. Segmenting by loyalty and value<br />Find your most loyal customers…. <br />…And the ones about to defect<br />
  31. 31. Creating Customer Advocates<br />How to prioritise the time to respond to the best customers?<br />Pareto (80/20) and Magic Grid reporting help <br />identify highest spenders<br />“Customer Club”<br />Guide your customer service triage<br />Fix problems or ask for testimonials<br />Reward<br />Rescue<br />
  32. 32. Digital Signage<br />Customised to needs<br />Show live reporting where needed<br />
  33. 33. Concept: Better understanding partner relationships for b2b organisations<br />Essential to understand the relationship with partners on regular basis<br /><ul><li>“Are we performing as you expect?” 0 - 10
  34. 34. “What comments would you like to make? </li></li></ul><li>What we do: Directness<br />B2b customers<br />We provide technical solutions to help companies add strong metrics to marketing activities<br />CustomerGauge: Automatically measure, understand and analyse customer sentiment, using Net Promoter Score®. Identify and grow your most loyal customers.<br />DemonstratorGauge: Collect and analyse field marketing events, demonstrators, mystery shoppers. Track activities and show ROI on budget<br />Used by global organisations<br />+1 million end-customers measured since 2007<br />+25,000 marketing events tracked since 2008<br />Company background: hi-tech marketing: Sony, Dell, Compaq, HP, KPN etc<br />Privately funded, based Amsterdam, NL<br />Consumers<br />FieldMarketing events<br />Selected Clients<br />
  35. 35. Directness Business Model<br />Software as a Service (SaaS)<br />Secure access via Online portal<br />Use with any web browser <br />No hardware required<br />No IT help needed to implement<br />Speedy implementation<br />Pricing<br />Monthly subscription based on volumes measured<br />Minimal setup fees<br />No license fees<br />Included in all Directness products<br />Customer support<br />Free updates and upgrades<br />Storage of your data<br />Permanent access to your data<br />
  36. 36. CustomerGauge application<br />“Operational Feedback”<br />Dashboard style<br />Designed for simple use by non-market researchers<br />Sales Managers, Marketing Managers, Executives<br />No technology needed – only an internet connection<br />