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Net Promoter Online
Driving Business Success
With Actionable Feedback
1 Introduction: Net Promoter Evolved
3 Chapter One: Vanity Metric or Actionable Feedback?
5 Chapter Two: Authenticity and Reliability
7 Chapter Three: Taking Action with Net Promoter Online
8 Chapter Four: Driving Change with Ongoing Accountability
11 Conclusion: Net Promoter Online – Driving Business Success
xi |Net Promoter Online www.kampyle.com
Content:
Online Business – A Natural
Home for NPS
With our world becoming increasingly digitized,
businesses have followed their customers online.
E-commerce, mobile apps and social engagement
have become intrinsic in doing business and driving
revenue growth.
Customer expectations have also increased with
access to rich information across multiple channels
creating well-educated and connected consumers.
Social media and online interactions make us more
closely engaged with our customers than ever before.
Despite all the changes, one thing remains the same.
When we look to boost our online growth and ROI,
customer satisfaction and loyalty is still key to success,
just as it is in the bricks and mortar world.
While NPS has been applied successfully offline for
measuring customer satisfaction and loyalty, the
unique conditions of the online business
environment call for the use of Net Promoter in a
more evolved way:
Combining NPS with the wealth of online
customer data and feedback for actionable
insights.
Using efficient and intelligent ways to
distribute and share this information for
increased accountability.
Utilizing this system for informed decision
making and driving digital growth.
What You’ll Find in This E-Book
This e-book draws upon our experience working with
thousands of companies worldwide and providing
NPS-integrated feedback solutions.
In each chapter we examine the intersection of NPS
with the digital environment, the challenges that arise
and the way Net Promoter Online – Kampyle’s NPS-
integrated feedback platform – successfully addresses
these issues, as follows:
Ensuring that NPS provides actionable insight
for the online space.
Ensuring that NPS-integrated feedback is
authentic and reliable.
Ensuring that NPS insights are efficiently
distributed to the relevant stakeholders.
Enjoy your reading!
Net Promoter Evolved Introduction:
Copyright 2012, Kampyle Enterprise Feedback Solutions |1
NPS for the Uninitiated
How NPS is Measured
The Net Promoter Score, commonly referred to as
NPS is a customer loyalty and satisfaction metric1. It
has been widely adopted by leading enterprises such
as Amazon, American Express, Apple, Cisco, Dell, and
eBay among others.
Measuring NPS is easy. Customers are asked, “On a
scale of 0-10, how likely is it that you would
recommend Company X [or Product X] to a friend or
colleague?”
The respondents are then segmented into 3 groups:
Detractors (0-6)
Passives (7-8)
Promoters (9-10)
You then subtract the percentage of Detractors from
the percentage of Promoters. The difference is your
Net Promoter Score
1 Net Promoter®, NPS®, and Net Promoter Score® are
trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
The Impact of NPS
Extensive research by Bain & Co. indicates that the NPS question is successful in predicting customer behavior in areas such as: Customer loyalty and retention
Repeat purchases or transactions
Referrals, recommendations and word-of-mouth
NPS is more than a simplified performance indicator of customer satisfaction. It also helps management to get a quick and accurate picture of corporate health. Studies have shown: A direct correlation between NPS and business
success.
Companies with long-term profitable growth have
Net Promoter Scores two times higher than other
businesses.
Companies with high scores have an average
growth rate, twice that of their competitors.
Adding to the Popularity of NPS
With just one number, NPS is easy to understand.
NPS focuses your entire enterprise on the
overarching goal of customer satisfaction.
As an “open-source” metric NPS is easily adapted
to the unique needs of your organization.
A strong correlation between NPS and the success
of your business make it a worthy metric to work
on.
The NPS methodology enjoys a higher response
rate as it is short and mindful of the customers’
time (only one main question and possibly one or
two follow-up questions).
02 |Net Promoter Online www.kampyle.com
A Critique of NPS
NPS has been criticized for only measuring the
likelihood of customer recommendations without
identifying organizational problems or providing
direction for improvement. As a result the metric’s
proponents2 are now recommending what Kampyle
calls “closing the feedback loop”. By gathering more
detailed feedback the “why” behind the customers’
lack of satisfaction is revealed, enabling an informed
strategy for converting Detractors into Promoters.
Net Promoter Online offers enterprises looking to
use NPS for their digital assets, a platform for asking
the right questions in the right way, digging more
deeply into data, and taking appropriate action
with their newfound knowledge.
The Ultimate Question Done
Right
While the standard NPS “recommendation” question
is important, the follow-up question, or questions are
critical in discovering what drives the customer to be a
Promoter, Detractor or Passive.
Of course it is very challenging to extract insights from
such unstructured data, but free-text customer
feedback holds the key to make the changes that lead
to increased growth.
The experience of Kampyle clients using Net Promoter
Online shows the maximized value that is gained from
categorizing feedback and analyzing frequently
appearing themes.
2 Reichheld recently republished his updated book “The
Ultimate Question 2.0: How Net Promoter Companies
Thrive in a Customer-Driven World”.
“When we asked Kampyle to incorporate NPS in their online feedback platform, we gained a comprehensive, high-level view of our customer satisfaction level, along with the granular and actionable details behind it. This allows us to confidently make the changes necessary to improve the Swisscom customer experience and raise our Net Promoter Score.”
Markus Eberhard, Head of Selfcare and Digital Support, Swisscom.
Enriching Net Promoter with
Customer Data
In all industries, companies are interested in retaining
and growing their market share by exceeding their
customers’ expectations. However, each investment
made to improve user experience, must make sense
from a ROI perspective.
As not all customers are equal, those that bring the
maximum value are the ones that need to be catered
to the most. By segmenting the various profiles of
Promoters, Passives and Detractors, you can
determine if investing in improving the experience of
any given customer group will create a healthy profit
margin.
Vanity Metric or Actionable Feedback?
Chapter One:
Copyright 2012, Kampyle Enterprise Feedback Solutions |3
Driving ROI with Customer
Segmentation
Enhancing customer experience can be a costly
investment. That’s why businesses carefully
evaluate the ROI each customer segment can
potentially yield when deciding where to allocate
resources and funds. The following are common
characteristics that companies use to segment
Promoters, Passives and Detractors:
Demographic group
Geographic region
Language
Purchase history
Putting NPS to Work
Making customer experience a priority within your
organization is essential for targeting a generation of
well informed customers who take their business
wherever the overall experience pleases them the
most.
Managing Net Promoter Online for our clients has
proven that NPS can be an actionable metric.
Enterprises which have adopted NPS as their KPI of
choice, and are integrating it with additional online
feedback, are well positioned to gain unprecedented
visibility into the sentiment of their target market.
Net Promoter Online incorporates customer
segmentation, additional user data, and most
importantly feedback which identifies root causes.
This fully equips you to take action, make the
necessary changes to increase customer satisfaction
and ultimately, grow your overall ROI.
[Click above or visit blog.kampyle.com ]
Chapter One: Vanity Metric or Actionable Feedback?
Actionable Feedback?
04 |Net Promoter Online www.kampyle.com
All surveys, including Net Promoter, face the major
issue of the reliability and authenticity of data. There
are concerns that sample sets are not representative,
or that some sort of bias has crept in. Traditional
phone, in-person or email-based surveys, in both B2B
and B2C, are susceptible to the following problems:
B2B Environment
Traditional surveys are too long for executives
or key managers – usually the target of these
surveys. They either ignore them entirely or
pass them on to employees who are not
equipped to properly answer them.
Distributors or others in the supply chain
might be hesitant to voice negative opinions
about their suppliers or partners, in the fear
that they might be penalized in some way.
B2C Environment
When using paid surveys there is the risk that
responses are not authentic or representative
as respondents’ participation could be
motivated by financial incentives.
Relevant interactions or experiences might
have occurred days or even weeks before.
This increases the chance that specific details
will be hazy or completely forgotten.
Employees, such as sales or support
representatives, collecting NPS feedback
regarding their own performance, have been
known to manipulate the results.
Employees might focus on collecting feedback
from customers they know had a good
experience, while ignoring responses from
unsatisfied customers.
Customers might give more positive feedback
than really deserved because they are
embarrassed or uncomfortable sharing what
they really think about the person or
organization asking the questions.
Online Environment
When operating in the online environment, the
myriad customer touch-points and interactions
present a unique challenge. Traditional surveys –
even when delivered online – can’t hope to accurately
and reliably capture a true snapshot of the customers’
satisfaction level during every point of their online
journey:
By asking too many question surveys are not
attentive to customer time constraints.
By covering too many topics, surveys lose
relevance to the customers’ digital journey
and personal experience.
Chapter Two:
Authenticity and Reliability
Copyright 2012, Kampyle Enterprise Feedback Solutions |5
Net Promoter Online Fosters Accuracy and Reliability
The flexibility and choice found in NPS-integrated online feedback forms reduce many of the biases and problems
that plague traditional surveys:
Chapter Two: Authenticity and Reliability
Traditional surveys are too long,
ignored or filled out haphazardly.
Online feedback forms allow customers to share brief, high-level scoring or, if they have the time and are inclined, provide rich and detailed feedback.
Customers are uncomfortable sharing what they really think about the person or organization asking the questions.
As online feedback is unsolicited, many of the issues that cause customers to modify their feedback are eliminated.
Paid surveys are less reliable as participants can be motivated by financial incentive.
Time gap between survey and experience erodes accuracy.
Employees conducting the surveys can influence the results.
Surveys, even with numerous questions, usually have little relevance to the unique online interactions and experiences of each customer.
Customers have the option of leaving their feedback anonymously removing any discomfort of sharing negative comments.
With feedback collected while the customer is still engaged, important details being forgotten is not an issue.
Online feedback forms allow customers to share feedback of their own choice and on the subject of their interest.
Customers are able to leave feedback at every point of their digital journey, thereby providing a fuller picture of the overall customer experience.
Traditional Surveys Net Promoter Online
06 |Net Promoter Online www.kampyle.com
Insight Leading to Action
What should be clear by now is that Net Promoter
Online is not just an isolated score of your customers’
satisfaction.
It’s about understanding the reason behind the score
accomplished by collecting and analyzing additional
feedback and customer data.
This kind of business intelligence effectively
distributed to the relevant parties enables you to take
informed action, transform your organization and
meet your business objectives.
Closing the Loop Online
Insight into your customers’ profile as well as the
granular details of their issue, allows you to
confidently close the loop by reaching out to your
customer and making the necessary enhancements or
changes.
Alerted in real-time, your sales, support and operation
teams can convert potentially lost sales, provide
loyalty-building assistance and continually improve on
all aspects of the user experience.
Let’s have a look how Net Promoter Online drives
informed and profitable actions:
Website Optimization: NPS-integrated feedback
regarding product details, content, site
navigation, search, and other features, is routed
to the relevant team for optimization and
improved customer satisfaction.
Sales Enablement: NPS-integrated feedback
generated from the checkout page, that includes
keywords like “pricing”, “credit card” or similar,
can be forwarded to sales for immediate follow-
up. Sales representatives that are aware whether
they are dealing with a Promoter, Passive or
Detractor and are also informed about their
prospects’ concerns are better equipped to close
sales.
Economized Support: Excellent customer support
is an important ingredient for creating Promoters,
but can be prohibitively expensive. By categorizing
NPS-integrated feedback, low-level support
requests can be deflected with customizable,
auto-reply emails, while high priority items are
intelligently routed to a live support team.
Taking Action with Net Promoter Online Chapter Three:
Copyright 2012, Kampyle Enterprise Feedback Solutions |7
Accountability for Individual
Business Units vs. a Global View
When customers engage with several departments
such as sales, accounting or support within a single
interaction it’s essential that NPS is measured for each
distinct group to create accountability.
When Net Promoter Online alerts you that a specific
process or section on your website might be
problematic, or that a particular department received
negative feedback, there is no room for those in
charge to equivocate and avoid responsibility.
The accountability that Net Promoter Online creates
gives you a powerful management tool for
indentifying and incentivizing the people that can
make the enhancements you need.
However, senior management still needs a global view
of customer satisfaction and corporate health. To
accomplish this, NPS for different departments or
groups can be weighted and combined for a corporate
bird’s eye view.
Enjoying the Best of Both
Worlds Online
Using Net Promoter Online the process of either
combining or comparing scores across an organization
is completely streamlined. Customers tell you how
likely they are to recommend your company and why,
on any page or during any process on your website.
This feedback can be combined, measured and
analyzed providing an overall Net Promoter score for
the entire online experience. Simultaneously Net
Promoter Online offers a “localized” score with
granular information on each and every aspect that
contributed to the total score.
Yearly, Quarterly or Ongoing?
Many companies rely on measuring their NPS once a
quarter or even once a year. Kampyle clients have
found that these limited NPS snapshots are
insufficient for them.
Infrequent measurements undermine your goal of
being a customer centric organization. It transmits
a message to management and employees that
NPS is not important for company growth.
Measuring NPS on an ongoing basis improves
quality while reducing potential bias in survey
sampling.
Trending reports that are based on continuous
NPS feedback are more reliable than trending
reports based on infrequent feedback.
Ongoing NPS measurement can uncover
unexpected trends even when the score remains
the same, i.e. Detractors and Promoters are
increasing at the same rate.
In the fast-paced world of e-business, measuring
NPS once or twice a year is not sufficient for
making informed improvements that reflect rapid,
ongoing shifts in customer expectations.
Continuous measurement fosters innovation and
experimentation as the effectiveness of these
efforts can be analyzed on an almost immediate
basis.
In summary, the full, transformational power of NPS is
realized when measured on an ongoing, real-time
basis, as with Net Promoter Online.
Driving Change with Ongoing Accountability Chapter Four:
08 |Net Promoter Online www.kampyle.com
Bringing it All Together
As we draw to the end of this eBook, let’s summarize:
Net Promoter Online provides you a powerful set of tools which not only measure your customers’ loyalty and assess your online performance, but also actively support your digital business strategy.
Net Promoter Online incorporates follow-up questions and rich data segmentation that reveals root causes of customer dissatisfaction, and provides actionable insight for improvement and growth.
Net Promoter Online drives informed action based on customer feedback that allows you to resolve issues, make necessary enhancements, and convert Detractors and Passives into Promoters.
Net Promoter Online offers consistent and ongoing measurement that fosters data accuracy as well as creates accountability among managers and employees.
Net Promoter Online mirrors online customer
behavior and the realities of online business. NPS-integrated feedback can be gathered at any point of your customers’ online journey while being mindful of customers’ time and interests.
Ready to get started?
If you are looking to delight your digital customers and grow your ROI, consider integrating Kampyle’s Net Promoter Online into your digital strategy.
To benefit from Net Promoter Online you need a feedback platform that will allow you to discover – on every relevant web page and process – how many of your customers are Promoters, Passives and Detractors, and why.
Kampyle’s Net Promoter Online allows your customers to share their feedback quickly and intuitively without interruption to their online activity. It measures NPS, segments respondents with a wide range of variables and business rules, alerts relevant teams, and provides actionable insight.
To discover why Kampyle’s Net Promoter Online is popular with enterprises around the globe, contact us today at [email protected] !
Conclusion:
Net Promoter Online – Driving Business Success
Copyright 2012, Kampyle Enterprise Feedback Solutions |9
Listen. Engage. Convert.
Kampyle Ltd.
US: 1-855-KAMPYLE (1-855-526-7953)
International: +1-646-452-9480
www.kampyle.com
Request a Demo
Last update: February 14, 2012
About Kampyle
Companies worldwide rely on Kampyle’s cutting-edge,
online feedback platform to power VoC programs,
improve customer experience, and increase ROI. Using
Kampyle, businesses collect, analyze and leverage
feedback data for:
Actionable Insight: Drive informed user
experience enhancements and optimizations.
Qualified Lead Generation: Capture contact
details of feedback providers.
Sales Empowerment: Close the feedback loop in
real-time and increase sales.
NPS Measurement: Uncover root causes for
Promoters, Passives and Detractors.
Cost-Effective Support: Create economical,
quality customer support with automated
deflection and prioritization of feedback.
Kampyle’s feedback solution is used in all industry
verticals with wide-spread praise for scalability, easy
deployment and rich functionality, including features
such as:
Customizable, unobtrusive and intuitive
feedback forms that drive higher response rates.
Data segmentation and analysis that identifies
high-value customer opportunities.
Intelligent distribution and reporting that creates
accountability and ensures appropriate follow-
up.
Mobile feedback for mobile sites, ads and apps.
QR codes, multilingual feedback, and more.
Feedback Solutions
