Through a variety of cases we show how using Net Promoter the right way in B2B can add tremendous value to your business.

1. 8 WAYS IN WHICH
NPS® CAN ADD
VALUE TO YOUR
BUSINESS
FUTURELAB
Net Promoter Score, Net Promoter and NPS are registered trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld
FEATURING 10 CASES FROM EUROPEAN
INDUSTRY LEADERS

2. 14/09/18 2
How Orange Business Services became the most favored telecom
service provider
What Philips did differently to dramatically increase closing rates?
1IMPROVE ACCOUNT
MANAGEMENT & SALES
EFFECTIVENESS
FEATURED CASES

3. USE NPS TO UNDERSTAND ACCOUNT
STAKEHOLDERS AND TAILOR YOUR APPROACH
• Understand whether individual
stakeholders are promoters, passives or
detractors.
• Understand the drivers of their position
• Develop tailored account plans which
“look beyond” the usual client contact
(purchasing?)
• Develop customer partnerships for key
accounts which pro-actively highlight
these topics
• Compare findings across account to
identify structural issues.
• Integrate NPS into CRM or ERP systems
8 Ways in which NPS can add value to your business © FUTURELAB
USE NPS TO UNDERSTAND ACCOUNT
STAKEHOLDERS AND TAILOR YOUR APPROACH

4. Orange Business Services systematically
approaches its key accounts with a proposal to
survey all stakeholders, report back on the
findings + jointly implement an action plan.
This has allowed the company to become the
most favoured telecom services provider at
many of their accounts.
For “key” stakeholders (radiologists, cardiologists,
…) a US healthcare company tracks individual
NPS data and pro-actively adapts account plans if
these individuals change employer.
With NPS we can approach our clients
with a “way of working” focused on the
value we create rather than remain
stuck in endless bickering about price
and conditions.
CEO B2B Markets
National telecom operator
8 Ways in which NPS can add value to your business © FUTURELAB
HOW ORANGE BUSINESS SERVICES BECAME
MOST FAVOURED TELECOM SERVICE PROVIDER

5. Video is the 2nd most influential type of reference
collateral for B2B buyers (behind live references)
Likelihood to close deals increases by 3-5%,
merely by listing promoter accounts in tenders
Dramatically increase closing rates when promoters
speak on Philips’ behalf
8 Ways in which NPS can add value to your business © FUTURELAB
WHAT PHILIPS DID DIFFERENTLY TO
DRAMATICALLY INCREASE CLOSING RATES?

6. 14/09/18 6
Global B2B Prototyping Company uses NPS to set strategic priorities on
areas with most impact on their customers
2PRIORITIZE CUSTOMER
ISSUES
FEATURED CASE

7. Fix Maintain Re-enforce
Identify degree in which customers mention attention areas Assess importance of factor to NPS score
74% of NPS score is explained by performance at
2 touchpoints:
8 Ways in which NPS can add value to your business © FUTURELAB
GLOBAL B2B PROTOTYPING COMPANY
SUCCESSFULY IDENTIFIED CUSTOMER ISSUES
GLOBAL B2B PROTOTYPING COMPANY USES NPS TO SET
STRATEGIC PRIORITIES ON AREAS WITH MOST IMPACT ON
THEIR CUSTOMERS

8. 14/09/18 8
Medical equipment company and Industrial fiber company leverage
NPS to identify repurchase opportunities
3IMPROVE CUSTOMER
PORTFOLIO MANAGEMENT
FEATURED CASES

9. • Implement a
differentiated strategy
per account type
(cluster) or even
individual account.
• Streamline financial
forecasts to reflect
“future” (vs. past)
customer behaviour
NPS
RepurchaseHorizon
1 month
3 years Cross-sell
leverage for PR
Operational
improvement
Crisis intervention
Too late, abandon
Structural
intervention
Confirm in
views, pre-sell
8 Ways in which NPS can add value to your business © FUTURELAB
LEVERAGING NPS TO IDENTIFY REPURCHASE
OPPORTUNITIES

10. 14/09/18 10
European automotive brand used NPS accross dealerships to maintain
sales during recession
4IMPROVE DISTRIBUTION /
REATIL EXPERIENCE
FEATURED CASE

11. A “closed loop” follow up system for customer feedback
Weekly dealer staff meetings
with conversation guides
for dealer manager
Monthy regional reviews
with conversation guides
for network manager
+ AUDIO FILES
Individual Customer Reports
with audio files containing
actual “voice” of the customer
• What did we do right?
• What did we do wrong?
• How can we make this
customer an advocate?
• How will we repeat this
in the future?
• Opportunities for the
week?
• NPS by dealer
• Key reasons
• Planned actions
• Follow-through (done?)
• Network opportunity for
the week.
8 Ways in which NPS can add value to your business © FUTURELAB
EUROPEAN AUTOMOTIVE BRAND USED NPS ACCROSS
DEALERSHIPS TO MAINTAIN SALES DURING RECESSION

12. 14/09/18 12
Philips International built their global alignment programme around NPS
to grow revenue and drive action
5ALIGN ORGANISATIONAL
SILOES AROUND THE
CUSTOMER
FEATURED CASE

13. “We liked NPS because it represented a single standard
on which all the businesses could agree. Every sector
had developed its own unique approach to customer
satisfaction metrics and they all wanted to continue with
their existing system, but few of them were getting
results, and none of the existing systems linked to
financial performance. That’s why we had to look outside
for the right solution. That’s one of the biggest
advantages of NPS – it ties directly to revenue growth,
and it drives action.”
Geert Van Kuyck
Former CMO, now EVP at Philips
8 Ways in which NPS can add value to your business © FUTURELAB
PHILIPS INTERNATIONAL BUILT GLOBAL
ALIGNMENT PROGRAME AROUND NPS

14. 14/09/18 14
Philips uses NPS to drive revenue growth
6MAKE “CUSTOMER
HAPPINES” A HARD
METRIC
FEATURED CASE

15. Customer Values
8 Ways in which NPS can add value to your business © FUTURELAB
PHILIPS USES NPS TO DRIVE REVENUE
GROWTH

16. 14/09/18 16
Dental hygiene company gains competitive advantage via highly tailored
competitive strategies
7IMPROVE YOUR
COMPETITIVE POSITION
FEATURED CASE

17. What are drivers of promotion/detraction compared to competition?
Decision maker Influencer/Recommender
When comparing your NPS data to that of your competitors, you can identify the strenghts and weaknesses
of your own products as well as those of the competition. Segmenting these views by customer audience,
allows you to develop highly tailored competitive strategies.
8 Ways in which NPS can add value to your business © FUTURELAB
DENTAL HYGIENE COMPANY GAINS COMPETITIVE ADVANTAGE
VIA HIGHLY TAILORED COMPETITIVE STRATEGIES

18. 18
Futurelab/BrandExpress/EurodataResearch,2009
Looking at your
competitive NPS data
from a regional
perspective, can
introduce a
geographic dimension
into your competitive
strategy.
This allows you to
prioritise resources in
those geographic
areas where you are
weak, while at the
same time bolstering
your position where
you are strong.
8 Ways in which NPS can add value to your business © FUTURELAB
COMPETITIVE NPS DATA FROM A REGIONAL PERSPECTIVE CAN
INTRODUCE A NEW DIMENSION IN YOUR COMPETITIVE STRATEGY

19. 14/09/18 19
How Holcim, Commerzbank and a Direct Sales Company created brand
ambassadors
8MEASURABLY CONNECT
AND DRIVE PEOPLE
ENGAGEMENT
FEATURED CASE

20. Creating promoters for your business will cause employees to be “touched” by a higher proportion of happy
customers. This in turn will boost employee morale and subsequently the desire to provide ever better
service. This does however also require employees to be promoters of the company and its products.
Image attribution: Rob Markey, Bain & Company
Customer/Employee engagement is contagious
8 Ways in which NPS can add value to your business © FUTURELAB
Warning: this works 2 ways
Case: Holcim (cement)
In countries where employees are 10%
more likely to promote Holcim, NPS is
on average 18 points higher
Case: Commerzbank
Would you recommend the bank to
friends or family:
• 32% no
• 28% conditionally
Case: Direct Sales Company (Baltics)
• Recommend as employer: + 48%
• Recommend products: - 7 %
CREATE BRAND AMBASSADORS FROM THE MOST ENGAGED
CUSTOMERS AND EMPLOYEES

21. 14/09/18 21
IDENTIFY ACTIONS THAT WILL
MAKE THE BIGGEST IMPACT
ON YOUR BUSINESS
NPS can create real value across your business. But when you are “in the
trenches”, it’s not always easy to see the forest from the trees.
That’s why we’re offering free, no-strings-attached consultations to people
responsible for NPS programme in their organization. During the consultation we
can confidentially discuss your specific goals and challenges and identify the
strategic next steps (as well as quick-win actions) to help you take your NPS
programme to the next level and create more value for your organization.
Feel free to reach to us at info@futurelab.net with any question you might have
about getting the most out of your NPS programme.
FUTURELAB