Leaders face this challenge early in almost every Net Promoter journey. Large, complex organizations that run on enterprise software require significant IT investments to integrate NPS® into their broader operating systems and support a functioning closed learning loop system.
Several specialized software providers offer services that can help support a high quality Net Promoter system. These include Satmetrix, Medallia and CustomerGauge, for support of the data collection, reporting and auctioning, as well as Clarabridge and Attensity, which support the text analytics needs associated with open-ended feedback and follow-up call comment capture.
Complex demands on IT
A Net Promoter system’s requirements can be complex. An insurance firm that wants to conduct transaction surveys, for instance, must have a system capable of combing the transaction database to create an appropriate sample of customers who dealt with the company following important interactions. The sample needs to be large enough to yield an appropriate number of responses for each department, or possibly even each representative, yet must avoid over-surveying any individual customer. Once the system has sent surveys to those customers, it must route customer responses to the desktop of the appropriate rep and his or her supervisor, along with details about the transaction, the NPS survey response (scores and verbatim) and other basic customer information.
The system must also flag those customers who need a follow-up interaction, routing the follow-up request and all the relevant information to the appropriate person. It must track the time between the request and actual customer contact (or failed contact), along with the data generated during the contact, including actions taken and call outcomes. For example, once a representative or supervisor completes the follow-up call, performs root-cause analysis, and takes appropriate recovery action, he or she needs to put all of that information into the system for future analysis.
Analytic capabilities are very important for informing actions to improve the customer experience or the product design. Say, for example, the claims department wants to determine the effect on NPS of the time it takes to complete a claim. It must be able to sort through a database of claims interactions for which surveys were completed, sorting by time to resolution. It must be able to sort further by product, customer segment, claims type, claims outcome and several other factors. Moreover, among those assigning low scores to the experience, the claims leadership needs to be able to dig into comments and follow-up call records for those customers who gave low scores so that they can discover what impact time-to-resolution had versus other factors, such as rep treatment. The same goes for any number of other types of analysis a company would likely need, cutting the data by geography, customer tenure, share of wallet and other variables to help determine how to improve the process in the future.
Sophisticated IT capabilities also create great opportunities for wowing customers and ensuring that employees pay close attention to customers’ experiences. For example:
- Hand-held checkout devices in retail stores speed transactions. They can also link every sale to an individual employee, enabling managers to monitor salespeople’s performance.
- A system of automatic alerts can flag customers who change their ratings by two or more points—whether up or down—on consecutive surveys. That enables teams to seize on signals from customers about improvements and declines in relationship status so they can intervene or otherwise act on the change.
- Mobile information-sharing can allow remote service employees to know more about the customers they’re dealing with and address specific concerns they have raised in the past.
At large companies, IT is an essential part of the Net Promoter system. It requires thoughtful planning and ongoing oversight to ensure that a robust operational infrastructure continues to support the system.