The NPS Journey Five steps to Success€¦ · 24/05/10 – 31/05/10 Calls received for period: 9334 NPS responses for this code: 187 NPS Score: -22.4 FCR: 54% Areas Analysed: •NPS

© Ember Services, 2013 In commercial confidence Page 1 Knowing better...

The NPS Journey Five steps to Success

David Naylor

Head of Analytics

Ember Services

June 2013


Why Net Promoter?

• Consistency • Benchmarking

• Engagement


The key questions to answer on the journey

1. What survey questions should we ask?

2. How and when should we survey?

3. How do we make sense of the data?

4. How will we take action?

5. How do we get the whole business involved?


What survey questions should we ask?

A. Brand B. Interaction

1

“…would you recommend Telco to your family and friends?”

C. Verbatim

“What could we have done better during your recent call to our call centre to make you more likely to recommend Telco?”

“…how well did the advisor deal with your issue today?”


• This WILL impact results!

How and when should we survey?

Type Uptake Relative Cost

Pros Cons

Post Call IVR (opt in or ask)

5% Medium Responses very fresh in the customer’s mind High integration cost, agent screening bias, real time responses require recipient to be in an appropriate

environment, opt in callers forget and hang up, issue resolution not guaranteed, transcribing or need for

speech analytics on verbatims

Outbound IVR (human or automated)

15% High Non-agent screened participant, complete call data, filtering based on other call data, quota

control, blacklist numbers.

Real time responses require recipient to be in an appropriate environment, transcribing or need for

speech analytics on verbatims

SMS 20%* Medium Less invasive than a call. Customer can consider the response before replying.

Require mobile number, non-real time responses, for text savvy customers, possible stale response,

verbatims can be short

Email 12% Low Reflect brand image, good for more complex surveys

Require email address, non-real time responses, stale responses, spam

Online low Low Good for specific issue feedback if done well within social media environment, for example

Suits online products and services

*For mobile providers!

Source: Salmat clients, 2010

2


When will your NPS give you a true reflection of the real views of your customers?

• Post sales?

• Post service interaction?

• Post technical support resolution?

• Be careful how you compare – in and out of the business

• Same customers at different points across their lifecycle?

How and when should we survey? 2


How do we make sense of the data?

• NPS = -12 o But action plans are very

different!

o And a lot can change below the surface that is invisible.

0

2

4

6

8

10

12

14

0 1 2 3 4 5 6 7 8 9 10

Sample NPS profiles

NPS= -12

NPS= -12

3


How do we make sense of the data? Don’t study the number too closely

• Weekly or monthly? o Depends what you are

looking for

- Outages – weekly/daily

- Impact of process change – monthly

- Time to filter into the system – modem shortages

• Market impacts o New competitor – brand

value impacts

Weekly NPS per queue

3011-0612 0712-1312 1412-2012 0401-1001 1101-1702 1801-2401

NPS OA -42% -37% -30% -40% -15% -25%

NPS Pre -11% -10% -15% -14% -5% -11%

NPS Undefined -9% -18% -29% -39% -20% -30%

-45%-40%-35%-30%-25%-20%-15%-10%

-5%0%

Outages

3

Graph removed for confidentiality



How do we make sense of the data? Understanding sensitivities

Monthly NPS and FCR

-24% -26%-21% -25%

-20%

67%71%

61%66% 63% 64% 65%

-40%

-20%

0%

20%

40%

60%

80%

Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

NPS FCR FCR Target

AHT and ASA

Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

AHT 313 307 284 271 268 266 255

AHT Target 270 270 270 270 270 270 270

ASA 11 14 17 19 10 33 32

0

5

10

15

20

25

30

35

40

0

50

100

150

200

250

300

350

3




How will we take action? Three step approach

Fix it for THE customer

• Managers callback the 0/1 detractors

• Action ‘calls for help’ in verbatims

• Own issues through the complaints team

Fix it for OTHER customers

• Continuous improvement process – across the business

• Verbatims categorised and sent to business owners by email

Feedback to advisors

• Brand vs ‘controllable’ interaction comments separated

• NPS as a KPIs at the team level only

4


How do we get the whole business involved? Linking NPS to call reasons

5

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

I've beenovercharged

Haven't calledme back

I haven'treceived my

bill

I can't use myphone abroad

I want tocancel mycontract

Want to makea payment

I've lost myphone / stolen

I want tochange my

plan

I want to adda service

NPS by call reasons

NPS


How do we get the whole business involved? Robust analysis

Overview of data capture

Call Reason: “I’ve been overcharged”

Segment:

Post paid

Data period:

24/05/10 – 31/05/10

Calls received for period:

9334

NPS responses for this

code:

187

NPS Score:

-22.4

FCR:

54%

Areas Analysed:

•NPS scores

•NPS Verbatims

•CRM notes

•Call recordings

Projects/Initiatives which

may have impacted

codes/scores:

•New bill design

•‘Best Pricing’ ad campaign

Detractors 74%

Passives 22%

Promotors 4%

0%

5%

10%

15%

20%

25%

Detractor comment classification “I’ve been overcharged”


1. KPI across the business – make it THE thing not just another thing

2. Be deliberate about when you survey

3. Get shared, skilled resources to do robust analysis and help understand the drivers

4. Communicate verbatims not just scores

5. Fast action, action, action

Top five NPS tips


Contact Information

David Naylor

Head of Analytics, Ember Services Ltd.

+44 (0) 7824 397097

[email protected]

Documents

The NPS Journey Five steps to Success€¦ · 24/05/10 – 31/05/10 Calls received for period: 9334 NPS responses for this code: 187 NPS Score: -22.4 FCR: 54% Areas Analysed: •NPS