the nps journey five steps to success€¦ · 24/05/10 – 31/05/10 calls received for period: 9334...
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© 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
© Ember Services, 2013 In commercial confidence Page 2 Knowing better...
Why Net Promoter?
• Consistency • Benchmarking
• Engagement
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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?
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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?”
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• 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
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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
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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
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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
Graph removed for confidentiality
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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
Graph removed for confidentiality
Graph removed for confidentiality
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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
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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
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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”
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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
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Contact Information
David Naylor
Head of Analytics, Ember Services Ltd.
+44 (0) 7824 397097
david.naylor@emberservices.com
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