Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
HOW TO USE NET PROMOTER TO 
TRANSFORM THE CUSTOMER JOURNEY AND 
DRIVE GROWTH 
Deborah Eastman, Chief Customer Officer 
Dec...
CHIEF CUSTOMER OFFICER,SATMETRIX 
© 2013 Satmetrix Systems, Inc. All rights reserved. 
DEB EASTMAN 
S 
Over 10 years exper...
POLL QUESTION #1: 
ARE YOU USING NET PROMOTER TODAY?
ARE YOU USING NET PROMOTER TODAY? 
85% 
© 2013 Satmetrix Systems, ‹#› Inc. All rights reserved. 
6% 
6% 
0% 10% 20% 30% 40...
© 2013 Satmetrix Systems, Inc. All rights reserved. 
TODAY’S AGENDA 
Market Dynamics 
The Customer Journey 
Net Promoter S...
91% of marketing leaders believe that in two years they will be 
competing primarily on the basis of the customer experien...
RECOMMEND IS MORE IMPORTANT THAN EVER… 
© 2013 Satmetrix Systems, Inc. All rights reserved. 
900,000,000 
Estimated unique...
FROM TRANSACTIONS TO SUBSCRIPTIONS 
© 2013 Satmetrix Systems, Inc. All rights reserved.
CUSTOMER EXPERIENCE FOCUS 
© 2013 Satmetrix Systems, Inc. All rights reserved. 
ESTABLISHED VS. NEW 
1976 1994 1999 2009 
...
INNOVATE OR DIE 
© 2013 Satmetrix Systems, Inc. All rights reserved.
© 2013 Satmetrix Systems, Inc. All rights reserved. 
FOCUS ON 
CUSTOMER LIFETIME VALUE 
•Stay longer 
•Purchase more 
•Ref...
“65% OF TOP 200 GLOBAL COMPANIES USE NET PROMOTER 
BUT FEW ARE DOING IT RIGHT” – FRED REICHHELD 
2006 2008 2012 
© 2013 Sa...
YOU GOT A SCORE, BUT NOW WHAT? 
Improving NPS requires change to achieve results 
© 2013 Satmetrix Systems, Inc. All right...
TO CREATE PROMOTERS YOU MUST MANAGE THE ENTIRE JOURNEY 
BUT, THAT HAS ITS CHALLENGES… 
Bill • Multi-channel 
© 2013 Satmet...
DEFINE YOUR LISTENING STRATEGY ALONG 
© 2013 Satmetrix Systems, Inc. All rights reserved. 
THE CUSTOMER JOURNEY 
Relations...
POLL QUESTION #2: 
HAVE YOU CONNECTED YOUR LISTENING STRATEGY 
TO YOUR CUSTOMER JOURNEY?
HAVE YOU CONNECTED YOUR LISTENING 
STRATEGY TO YOUR CUSTOMER JOURNEY? 
0% 10% 20% 30% 40% 50% 60% 
© 2013 Satmetrix System...
DEFINE YOUR LISTENING STRATEGY ALONG 
Call Center 
Finance/IT 
Product Leaders 
Functional Leaders 
© 2013 Satmetrix Syste...
ELEMENTS OF A SUCCESSFUL PROGRAM 
© 2013 Satmetrix Systems, Inc. All rights reserved. 
Executive Commitment 
Accountabilit...
DOES YOUR NET PROMOTER SCORE 
REFLECT YOUR BUSINESS? 
© 2013 Satmetrix Systems, Inc. All rights reserved. 
• Response rate...
ROLE SPECIFIC INSIGHT 
DRIVES ACTION 
Alerts, Push Report, Role Specific Dashboards 
© 2013 Satmetrix Systems, Inc. All ri...
POLL QUESTION #3: 
HOW FREQUENTLY DO YOUR OPERATIONAL LEADERS 
REVIEW YOUR CUSTOMER FEEDBACK DATA?
HOW FREQUENTLY DO YOUR OPERATIONAL LEADERS 
REVIEW YOUR CUSTOMER FEEDBACK DATA? 
0% 10% 20% 30% 40% 50% 60% 
© 2013 Satmet...
ESTABLISHING AN ACTION FRAMEWORK 
© 2013 Satmetrix Systems, Inc. All rights reserved. 
FRONTLINE 
• Service recovery 
• Ro...
FRONTLINE CLOSED LOOP 
© 2013 Satmetrix Systems, Inc. All rights reserved. 
• Understand purpose 
• Not just for detractor...
UNDERSTANDING THE DRIVERS OF NPS 
ALLOWS YOU TO PRIORITIZE INVESTMENTS 
© 2013 Satmetrix Systems, Inc. All rights reserved...
WHAT ARE THE FINANCIAL BENEFITS OF 
© 2013 Satmetrix Systems, Inc. All rights reserved. 
IMPROVING NPS 
20M subscribers x ...
UNDERSTANDING YOUR 
NET PROMOTER JOURNEY 
© 2013 Satmetrix Systems, Inc. All rights reserved.
HOW ARE YOU DOING? 
► Is customer experience a business imperative? 
►Does my Net Promoter Score reflect my business? 
►Do...
THANK YOU! 
DEB.EASTMAN@SATMETRIX.COM 
LINKEDIN/DEBORAHEASTMAN
Upcoming SlideShare
Loading in …5
×

How to Use Net Promoter Score to Transform the Customer Journey

5,425 views

Published on

In a recent survey, McKinsey found that organizations that focused on maximizing satisfaction along the entire customer journey can increase customer satisfaction by 20%, lift revenue by up to 15%, and lower the cost of serving customers by as much as 20%.

In this presentation, Deborah Eastman, Chief Customer Officer of Satmetrix, shares insights on how you can build a customer experience program that drives customer loyalty, increases word of mouth, and delivers improved business performance.

Published in: Software
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

How to Use Net Promoter Score to Transform the Customer Journey

  1. 1. HOW TO USE NET PROMOTER TO TRANSFORM THE CUSTOMER JOURNEY AND DRIVE GROWTH Deborah Eastman, Chief Customer Officer December 2014
  2. 2. CHIEF CUSTOMER OFFICER,SATMETRIX © 2013 Satmetrix Systems, Inc. All rights reserved. DEB EASTMAN S Over 10 years experience with NPS Worked with 100s of customers across the globe Developer of the Net Promoter Certification course Net Promoter conference speaker for 8 years Top rated speaker and instructor
  3. 3. POLL QUESTION #1: ARE YOU USING NET PROMOTER TODAY?
  4. 4. ARE YOU USING NET PROMOTER TODAY? 85% © 2013 Satmetrix Systems, ‹#› Inc. All rights reserved. 6% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Organization is thinking about it Just getting started Over a year
  5. 5. © 2013 Satmetrix Systems, Inc. All rights reserved. TODAY’S AGENDA Market Dynamics The Customer Journey Net Promoter Success
  6. 6. 91% of marketing leaders believe that in two years they will be competing primarily on the basis of the customer experience • Acquiring new customers can cost as much as five times more than satisfying and retaining current customers • 2% increase in customer retention has the same effect as decreasing costs by 10% • 44% of consumers say that majority of customer experiences are bland • 69% of consumers say that emotions count for over half their experiences Customer Give their Money Fans Give their Hearts © 2013 Satmetrix Systems, Inc. All rights reserved.
  7. 7. RECOMMEND IS MORE IMPORTANT THAN EVER… © 2013 Satmetrix Systems, Inc. All rights reserved. 900,000,000 Estimated unique monthly visitors 255,000,000 310,000,000
  8. 8. FROM TRANSACTIONS TO SUBSCRIPTIONS © 2013 Satmetrix Systems, Inc. All rights reserved.
  9. 9. CUSTOMER EXPERIENCE FOCUS © 2013 Satmetrix Systems, Inc. All rights reserved. ESTABLISHED VS. NEW 1976 1994 1999 2009 2008
  10. 10. INNOVATE OR DIE © 2013 Satmetrix Systems, Inc. All rights reserved.
  11. 11. © 2013 Satmetrix Systems, Inc. All rights reserved. FOCUS ON CUSTOMER LIFETIME VALUE •Stay longer •Purchase more •Refer friends •Cost less to serve
  12. 12. “65% OF TOP 200 GLOBAL COMPANIES USE NET PROMOTER BUT FEW ARE DOING IT RIGHT” – FRED REICHHELD 2006 2008 2012 © 2013 Satmetrix Systems, Inc. All rights reserved.
  13. 13. YOU GOT A SCORE, BUT NOW WHAT? Improving NPS requires change to achieve results © 2013 Satmetrix Systems, Inc. All rights reserved.
  14. 14. TO CREATE PROMOTERS YOU MUST MANAGE THE ENTIRE JOURNEY BUT, THAT HAS ITS CHALLENGES… Bill • Multi-channel © 2013 Satmetrix Systems, Inc. All rights reserved. Store Call Center Installer Website Use • Employee Behavior • Operational Metrics • IT Systems • Organization Silos
  15. 15. DEFINE YOUR LISTENING STRATEGY ALONG © 2013 Satmetrix Systems, Inc. All rights reserved. THE CUSTOMER JOURNEY Relationship NPS Evaluates the entire journey Select Onboard Use Get Help Change Renew/ Leave Web Retail Store Call Center Channel Partners Channels Transactional Measures Daily operational improvements Engages employees to drive culture Customer Journey Prioritize investments Link to financials Sales Marketing Service Staff Regional Leaders Call Center Finance/IT Product Leaders Functional Leaders Information Consumers
  16. 16. POLL QUESTION #2: HAVE YOU CONNECTED YOUR LISTENING STRATEGY TO YOUR CUSTOMER JOURNEY?
  17. 17. HAVE YOU CONNECTED YOUR LISTENING STRATEGY TO YOUR CUSTOMER JOURNEY? 0% 10% 20% 30% 40% 50% 60% © 2013 Satmetrix Systems, Inc. All rights reserved. Have not developed a customer journey yet Measure both transactional and relationship, but do not link to customer journey Measure only transactional and Measure only relationship Measure both transactional and relationship and link to customer journey
  18. 18. DEFINE YOUR LISTENING STRATEGY ALONG Call Center Finance/IT Product Leaders Functional Leaders © 2013 Satmetrix Systems, Inc. All rights reserved. THE CUSTOMER JOURNEY Relationship NPS Evaluates the entire journey Select Onboard Use Get Help Change Renew/ Leave Web Retail Store Call Center Channel Partners Channels Transactional Measures Daily operational improvements Engages employees to drive culture Customer Journey Prioritize investments Link to financials Sales Marketing Service Staff Regional Leaders Information Consumers 1. Measure 2. Improve 3. Engage
  19. 19. ELEMENTS OF A SUCCESSFUL PROGRAM © 2013 Satmetrix Systems, Inc. All rights reserved. Executive Commitment Accountability Program Structure Technology TRUSTWORTHY DATA Who What When to measure… ACTION FRAMEWORK Closed Loop Governance Communication REPORTING & ANALYTICS Role Specific Segmented Operational
  20. 20. DOES YOUR NET PROMOTER SCORE REFLECT YOUR BUSINESS? © 2013 Satmetrix Systems, Inc. All rights reserved. • Response rates • % of customers by segment • Decision makers/influencers (B2B) • Same respondent trends • % of transactions at that touch point
  21. 21. ROLE SPECIFIC INSIGHT DRIVES ACTION Alerts, Push Report, Role Specific Dashboards © 2013 Satmetrix Systems, Inc. All rights reserved.
  22. 22. POLL QUESTION #3: HOW FREQUENTLY DO YOUR OPERATIONAL LEADERS REVIEW YOUR CUSTOMER FEEDBACK DATA?
  23. 23. HOW FREQUENTLY DO YOUR OPERATIONAL LEADERS REVIEW YOUR CUSTOMER FEEDBACK DATA? 0% 10% 20% 30% 40% 50% 60% © 2013 Satmetrix Systems, Inc. All rights reserved. Daily Weekly Monthly Quarterly Annually
  24. 24. ESTABLISHING AN ACTION FRAMEWORK © 2013 Satmetrix Systems, Inc. All rights reserved. FRONTLINE • Service recovery • Root cause learning • Build relationship • Mobilize promoters BUSINESS LEADERS Functional actions Team performance REGION TEAMS Cross functional actions Regional actions B2B ACCOUNT TEAMS Account development Root cause learning Management Reporting Closed Loop Experience Improvements Investments Accountability Workflow Management Role Specific Analytics EXECUTIVES Drivers of loyalty Financial linkage Recognition
  25. 25. FRONTLINE CLOSED LOOP © 2013 Satmetrix Systems, Inc. All rights reserved. • Understand purpose • Not just for detractors • Clear ownership • Track learning
  26. 26. UNDERSTANDING THE DRIVERS OF NPS ALLOWS YOU TO PRIORITIZE INVESTMENTS © 2013 Satmetrix Systems, Inc. All rights reserved.
  27. 27. WHAT ARE THE FINANCIAL BENEFITS OF © 2013 Satmetrix Systems, Inc. All rights reserved. IMPROVING NPS 20M subscribers x 2% more promoters = 3.6M Euros of increased profits
  28. 28. UNDERSTANDING YOUR NET PROMOTER JOURNEY © 2013 Satmetrix Systems, Inc. All rights reserved.
  29. 29. HOW ARE YOU DOING? ► Is customer experience a business imperative? ►Does my Net Promoter Score reflect my business? ►Do I have a listening strategy aligned with my customer journey? ►Do I have a well defined action framework? ►Am I providing frequent data to the leaders of the business? ►Am I able to demonstrate the ROI for making more Promoters? ►Do I have the technology necessary for an operational program? © 2013 Satmetrix Systems, ‹#› Inc. All rights reserved.
  30. 30. THANK YOU! DEB.EASTMAN@SATMETRIX.COM LINKEDIN/DEBORAHEASTMAN

×