Page 68 - Delivering Authentic Customer Experiences

Principle 4 Delivering Authentic Customer Experiences

• Use The Net Promoter Score
This is a metric for measuring your customers’ satisfaction
and loyalty, based on their willingness to recommend you
to others.
It’s based on your customers’ reaction to this simple, yet
profound question…
On a scale of 0-10, how likely is it that you would refer our
organisation to a friend or colleague?
Customers are then classified into 1 of 3 categories, based
on their score, i.e. 0-6 Detractors, 7-8 Passives, 9-10
Promoters. Research has found that improved Net
Promoter Sores relate to higher profitability and business
growth.

• Set up focus groups with your stakeholders
Customer forums or focus groups are a useful source of
information, particularly if you are looking for more in-
depth responses. Make sure you have a clear outcome and
structure and invite the right people to contribute. It’s
often more effective to outsource this activity and run it
via a third party, as it can be difficult to remain calm and
objective when you start hearing things you don’t expect
or don’t like.

• Undertake a satisfaction survey
Surveying your clients’ feedback via a questionnaire is a
well-established practice for checking whether your
business is meeting your customers’ expectations. You
may not always like what you hear or see, but at least you
will have a good idea about what your customers think.
Subsequently, you can use this data to address issues that
may be affecting customer loyalty.

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