Understanding the System

The System

Robust Operational and Analytic Infrastructure

Robust Operational and Analytic Infrastructure

An effective Net Promoter System requires organizational advocacy, significant IT investments and analytics capabilities. 

At the heart of the Net Promoter System is fast-cycle closed-loop feedback powering your inner loop, huddles, and outer loop.

To work effectively, it means setting up an advocacy organization that can ensure the reliability of the metric and the consistency of customer feedback and data capture across your organization. It also requires support from a robust operational infrastructure that can trigger feedback requests, capture the responses, send them to the right employees, track follow-up, and support data mining and insight generation.

Building a Robust Infrastructure

Building a Robust Infrastructure

Loyalty leaders support the Net Promoter System by focusing investments in three areas. 

The best Net Promoter companies typically have a team leading the effort, spearheaded by a customer advocacy officer (CAO). This team is responsible for maintaining the rigor and consistency of the Net Promoter process, including supporting the outer loop, as well as improving the company's relationships with its customers. It rallies disparate departments around the mission of serving customers and bringing the voice of the customer into decision-making.

Just as you wouldn't want each business unit or team to create its own accounting procedures and serve as its own financial controller, you don’t want individual units wholly responsible for collecting and evaluating customer feedback.

Large, complex organizations that run on enterprise software require significant IT investments to integrate Net Promoter into their broader operating systems.

Several specialized software providers offer services that can help support a high-quality Net Promoter System. These include Qualtrics and Medallia for support of the data collection and reporting, as well as Clarabridge, which supports the text analytics needs associated with open-ended feedback and follow-up call comment capture.

For more providers, explore Net Promoter System vendors.

Analytics are very important for informing actions to improve the customer experience or the product design. Say, for example, the claims department wants to determine how the amount of time it takes to process a claim affects its Net Promoter ScoreSM. 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 other types of analysis a company would likely need, categorizing the data by geography, customer tenure, the share of wallet, and other variables to help determine how to improve the process in the future.

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