1.
Net Promoter Score is an invaluable tool for today's hyper customer centric
organizations. If executed correctly, it can make an organizations brand loyalty
bulletproof. But there are some obvious pitfalls that can be avoided if the NPS
framework is planned properly.
Surveying without a
goal or an objective
The core objective of Net Promoter
System is to lead organizations to drive
actionability. Thus, it is important to
align the NPS with the final goal of the
survey. Such an approach will help
derive maximum effectiveness out of
NPS process.
Using a single
Net Promoter Score
You may end up getting irrelevant
results if you use a single NPS across
different products, customer segments
or geographies. The process of
identifying changes in customer
sentiments can be simplified by
tracking the NPS across various
segments as well as at a company level.
Sending an NPS survey
without a follow-up plan
To ensure a successful NPS execution
and tracking, a follow up with the
customer is critical. Close looping
ensures each customer knows that
their feedback is being acted upon.
Ed
Long interval
between surveys
Long intervals between surveys may
introduce unwanted deviation in the
overall NPS tracking and measurement.
Customer sentiment is ever changing
and a regular survey can help in
keeping track of your customers’ needs
and develop a long term action plan.
é
éaé
Sending surveys to
all customers at once
Correct sampling is critical when
executing any survey. Conducting
surveys overtime across different
customer slices gives the organization
an opportunity to reach out to the
entire customer base and seek their
feedback.
Focusing on
gaining numbers
While the end goal is to increase the
NPS, it is also necessary to keep in mind
that the main focus should be on
continuous improvement by analyzing
the sentiments that are received. The
score will improve if the customer
feedback is acted on efficiently and
effectively.
I
Using NPS as a single factor
NPS is only one of many methods of
gauging customer satisfaction and
sentiment. Customer feedback can be
achieved through a variety of ways like
focus groups, support tickets and larger
surveys. Since NPS is one of the many
customer feedback methods used, only
relying on NPS may not be the best
approach.
Annoying your customers
While NPS measurement has to be
regular, frequently surveying the same
set of customers can be very annoying
for them. It is important to space out
surveys for the same customer.
804
Not Acting on the NPS
The data collected and processed
during the NPS exercise should carry
the required insights to decide the next
course of action. The NPS should be
actionable, othenNise it isjust a number.
Sources:
) http: //blog_openviewpartners_corn/
) http: //www. npsmonitoring_com/
) ht‘lp: //www_satIixsolutions_com/
) http: //dashofbrand. weebly. com/