Background

This global energy management organization required a means to evaluate and measure customer satisfaction utilizing a metric that is comprehensive enough to determine the loyalty of their customer base, yet simplistic enough to be easily understood by all 100,000+ employees in all 100+ countries of operation.

Project Overview

Direct Opinions recommended incorporating the concept of the Net Promoter® Score into their customer satisfaction initiative. According to the developers of Net Promoter, “Net Promoter® is both a loyalty metric and a discipline for using customer feedback to fuel profitable growth in your business.” This solution delivers metrics to help organizations build a customer-centric environment to promote loyalty by identifying the needs, wants, and expectations of customers. Developed by Satmetrix, Bain & Company, and Fred Reichheld, the concept was first popularized through Reichheld’s book, “The Ultimate Question,” and has since been embraced by leading companies worldwide including GE, Microsoft, Paypal, Phillips, Sony, and American Express as the standard for measuring and improving customer loyalty.

While Net Promoter Score® is a simple concept, implementing an effective program requires a thorough understanding of the subject to ensure the program works successfully. To ensure that companies using Net Promoter in their services are well qualified to deliver a solution that can drive customer loyalty and profitable business growth while staying true to the methodology, a Net Promoter Loyalty Partner Program was established. Loyalty Partners are required to complete the Net Promoter Customer Loyalty Certification Course which provides a common base of knowledge and skills. Certification is a vital element of the partner program and participating companies must ensure that employees who perform services using Net Promoter are certified. Direct Opinions became a member of the Net Promoter® Loyalty Partner Program in April of 2009, one of only a handful of companies that hold this distinction today.

Results

According to the official NetPromoter.Com website, “Achieving success with Net Promoter requires much more than calculating the Net Promoter Score, or NPS®. It demands expertise, tools, and a management process for integrating customer feedback into decision making at all organizational levels.

Utilizing its’ NPS® knowledge, experience, tools and resources, Direct Opinions provided this client with a planned approach and assisted the organization with the implementation of the NPS® metric. In addition to NPS®, other measurements such as Key Performance Indicators including overall satisfaction and re-purchase intent, drivers of loyalty and an evaluation of critical key touch-points of the customer experience were included for further analysis. This NPS® initiative includes an online reporting tool with a closed-loop system to facilitate their service recovery system for customers that have an outstanding issue or concern. The results of the NPS® Survey serve as an ongoing tracking measurement tool used across the organization to deliver insights about customer attitudes, perceptions, and service experiences, helping the organization to identify operational changes that will build loyalty and satisfaction amongst their customers.