1. The webinar discusses how to effectively use Net Promoter Score (NPS) for business growth. 2. It emphasizes focusing on understanding the reasons behind customer ratings rather than just the ratings themselves to gain more actionable insights. 3. The webinar recommends segmenting NPS data and designing customer-centric initiatives based on feedback to improve experiences for promoters and detractors.

1. How to really use NPS® for Growth
29 June 2016
Webinar time: 25 mins
Q & A: 5 mins.
Customer Guru
Tweet to us @custguru using
#WebinarWednesday and #NPS4Growth
This webinar is brought to you by
Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld

2. Webinar Hosts
Kushal Dev
Loves sales and beer
COO & CO-founder, Customer
Guru
Sales champion
NPS® growth architect
Vivek Jaiswal
Loves tech and getting up
before the sun rises
CEO & CO-founder, Customer
Guru
Product champion
NPS® implementation in
major brands across Europe
and N.A.
David McCann
Loves to travel; recently
relocated to India
CEx Consultant
Employee engagement
champion
Retail Banker, Ex-Scotia Bank

3. Agenda
1. A quick refresher on NPS
2. Asking the right question
3. Focusing on the reason, not the rating
4. What to do with the NPS feedback data
5. How to really use NPS for Growth

4. Quick refresher – What is NPS?

5. So why is NPS better?
Empirically
derived

6. So why is NPS better?
Empirically
derived
Correlates to
growth

7. So why is NPS better?
Empirically
derived
Correlates to
growth
Establishes
accountability
for Customer
Experience

8. So why is NPS better?
Empirically
derived
Correlates to
growth
Establishes
accountability
for Customer
Experience
Standardized

9. So why is NPS better?
Empirically
derived
Correlates to
growth
Establishes
accountability
for Customer
Experience
Standardized
NPS
• Simple
• Easy to understand
• Actionable
• Gets more responses
• Defines a process
• Operation focused
Others
• Lengthy questionnaire
• Research oriented
• Requires analysts to
understand
• Costlier to run
• Not standardized

10. How do you really use NPS for growth??

11. Set up NPS as a metric and track it regularly;
across different touch-points, and between
different segments.

12. …before that you need to bring purity in that number!

13. Ask the right question
Ø NPS question hidden beneath several other questions
Ø Incorrectly worded question
Ø What’s the right question?

14. Can you spot the sniper?

15. Can you spot the sniper?

16. Can you spot the sniper?

17. Can you spot the sniper?

18. Can you spot the sniper?

19. That’s how it feels when NPS is buried in a longer survey
Based on your experience with this flight, how likely would you
be to recommend Delta to a friend or colleague?
o Extremely likely
o Very likely
o Somewhat likely
o Not very likely
o Not at all likely

20. Sample 2 – Incorrectly worded question
How was your experience with our fireworks?
q Excellent
q Good
q Average
q Poor
q Very poor
Would you recommend us to your friends?
q Yes
q No
ACME Fireworks
Submit

21. The RIGHT way to ask the Ultimate Question
Based on your recent experience, how likely is it that
you would recommend us to your friends and family?
ACME Fireworks
Submit
0
1
2
3
4
5
6
7
8
9
10

22. Download “A Purist’s Guide to NPS Survey Design”
bit.ly/NPS-SURVEY
For more ideas, tips, and samples…

23. Focus on the reason, not the ratings
Ø The score is not everything that matters…

24. Which one gives you actionable data?
Please rate your experience with
the following departments:
Please tell us why you gave us
that rating:
q No-one was at the reception when I
arrived
q Opening hours of the restaurant aren’t
suitable
q Restaurant service was poor
q Gym did not have a instructor
5
4
3
2
1
Front office
q
q
q
q
q
Security
q
q
q
q
q
Restaurant
q
q
q
q
q
Gym
q
q
q
q
q
Sample 1
Sample 2

25. Which one gives you actionable data?
Please rate your experience with
the following departments:
Please tell us why you gave us
that rating:
q No-one was at the reception when I
arrived
q Opening hours of the restaurant aren’t
suitable
q Restaurant service was poor
q Gym did not have a instructor
5
4
3
2
1
Front office
q
q
q
q
q
Security
q
q
q
q
q
Restaurant
q
q
q
q
q
Gym
q
q
q
q
q
Sample 1
Sample 2
This is more
actionable!

26. Some real-world examples

27. Obsess over the why, not the score!

28. 1
It will shape the company culture
Obsess over the why, not the score!

29. 1
It will shape the company culture
2
Score helps to compare, but doesn’t tell what to do
Obsess over the why, not the score!

30. 1
It will shape the company culture
2
Score helps to compare, but doesn’t tell what to do
3
By going after the why, the score will take care of itself
Obsess over the why, not the score!

31. What to do with all the NPS feedback?
“…customers who fall into each of
NPS’ three categories require
distinct communications.”
~ American Marketing Association

32. Use NPS as a thermometer to measure customer experience and
loyalty temperature
Make it a metric
Design customer centric initiatives based on NPS data
Identify the drivers of positive and negative customer experience
Segment NPS data by customer and product segments
Start with these first steps

33. Understanding Promoters and Detractors
Happy doing business with you
Stay longer and do repeat purchases
Recommend to friends and family
More forgiving for small slip ups
Complain less
Fewer complains means happier employees
Promoters
Detractors buy less
Will defect at the first opportunity
Spread negative word of mouth
Enraged at minuscule issues
Escalate issues at every opportunity
Dent your employee’s morale
Detractors

34. Handling Promoters and Detractors
Spend more marketing resources on
Promoters
Ask for references and recommendations
(B2B) Include them in product development
discussions
Set up express route to recovery for any
issues faced by them
Promoters
Spend more service resources on
Detractors
Fire some of your detractors
(B2B) Discuss their feedback openly in
account review meetings
Assign your best service agents to provide
VIP level customer service to valuable
Detractors
Detractors

35. Use NPS feedback as Voice of Customer (Voc)
Download a blue print on making the most of VoC
bit.ly/NPS-VOC

36. So, how exactly do you use NPS for growth??

37. Must determine the ROI

38. Investments must go to the highest ROI projects

39. Employee must be engaged

40. Conclusions
ü Remember to start with the right question
ü Obsess over the ‘Why’, not the rating – ask why in follow up
question
ü Set up NPS as a metric and track regularly across different
segment
ü Determine the values of promoters and detractors to derive the
ROI of every project

41. Q
source - www.bodybuilding.com
Questions?

42. We’d love to tell you more!
Reach out to us if you’d like to use NPS for growth in your company.
Vivek Jaiswal
CEO & Co-founder
+91 77618 44042
vivek@customerguru.in
Kushal Dev
COO & Co-founder
+91 77810 11224
kushal@customerguru.in