Customer Experience has been considered to be a competitive advantage nowadays. Those who are able to give a better experience than their competitors are most likely going to win the customers heart and loyalty. Now how are we supposed to know how well we are delivering our customer experience?
Customer Experience can be measured by using Net Promoter Score (NPS). It starts with a question: How likely are we to promote this company or product to the people we know? Surveying our customers will give us an insight and overall direction of our customer experience. Their response will be measured on a scale of 1-10.
· Promoters (Score 9-10): These customers are the loyal customers who are most likely going to keep buying our product and even recommend our products to their friends and family. This group will drive our company’s growth.
· Passives (Score 7-8): These are the customers that are satisfied but will not always recommend our products to their friends and families. If we are not careful, we can lose these customers to our competitors.
· Detractors (Score 0-6): These are customers who had unpleasant experiences and are unhappy with our company. They can harm our company’s reputation and prevent growth.
To get your NPS average, subtract the percentage of detractors from the percentage of promoters (% Promoter - % Detractors) . According to Zendesk, a good average for a SaaS company is 29. Next, we are going to move to the second part of developing the NPS Feedback: Creating customer segments.
After the customer segments has been created we can ask for feedback on specific experiences. Question about our user interface, the response time for example will help us identify problems and make the necessary changes.
Even though metrics are important, it is not everything. Once we asked our customers the first NPS question, we should allow a free-form feedback option or an additional survey to investigate further about specifics that we did not include in our segmentation. Zendesk found that 63 percent of customers that gave negative reviews left additional feedback—that can be important to your business’ growth.
It is crucial to be able to segment and identify who are having unpleasant experiences and unhappy because changing their minds can be very hard. Zendesk found that more than 70% of surveyed users that gave negative reviews in the past didn’t change their mind.
Sharing the Results
Now that we are receiving more data and insight about our customer experience, we should be transparent about the performance of different segments with our team and investors. By sharing the details, it helps our organization focus and inspire confidence in the investors that have made the necessary numbers to make improvements in the organization.