The Net Promoter Score (NPS) is an important metric within the call center industry and can be correlated with revenue growth. Ultimately, however, the net promoter score is a byproduct of customer effort and issue resolution. As a call center company, we know that there are many factors that play into lowering customer effort and resolving issues effectively.
What is the Net Promoter Score?
- Net Promoter Score, or NPS, measures customer experience and predicts business growth. As a metric, the NPS is a core measurement for customer experience management programs worldwide.
- The NPS is calculated using the answers to a key question with a 0-10 scale: “How likely is it that you would recommend [brand] to a friend or colleague?”
- Respondents are grouped as follows:
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
At Valor Global, we’ve found time-and-time again that by focusing on lowering customer effort and improving issue resolution, the net promoter score naturally becomes stronger for our customers.
Net Promoter Score Starts at Onboarding
Many new clients we work with fall into one of two categories:
- They have never implemented the net promoter score; or,
- They have implemented the net promoter score but are seeking to better integrate it into their call center protocols and strategy.
Client Snapshot: Implementing the Net Promoter Score in Healthcare
When we started working with a large healthcare client, they had never implemented the net promoter score. By introducing it into their call center program, they uncovered an important need among their clients for a dedicated account manager to resolve issues more efficiently and quickly – coming back to the importance of the amount of effort a customer must make to resolve their issue. This feedback from our client’s customers led to a strategic staffing change within their company that helped turn more clients into Net Promoters, positively affecting their net promoter score and their customer relationships.
Solving the Biggest Call Center Challenges
For customers who are new to the net promoter score as well as those that have already implemented it, we seek to understand their challenges during the onboarding process and align our call center processes to help them solve their biggest concerns.
Oftentimes customers know their issues around customer effort and issue resolution, but not always. It’s not uncommon to uncover hidden challenges once we start implementing the net promoter score or refining its use – things the company may never have known were issues for their customers.
This is a great discovery for us and our customers. It presents an opportunity for us to collaborate with them on lowering their customers’ effort and improving issue resolution to raise their net promoter score and, in turn, impact revenue growth.
Aligning with and Protecting Brand
When a company engages an external call center, two important things must happen:
- First, the call center partner must fully understand the company’s brand promise.
- Second, the call center partner must align their call center processes to deliver on the brand promise.
As a smaller company in the world of call centers, we see this as an advantage – and our customers do as well. Because we can offer customized call center solutions (versus the one-size-fits-all approach many larger companies provide), we become an extension of the company’s brand through the call center.
We take our customers brands very seriously. By aligning to the brand, we can again help to lower the customer’s effort and resolve issues in a way that delivers on the brand promise and strengthens it.
NPS and Business Strategy & Growth
The net promoter score fundamentally gauges the loyalty of a company’s customer relationships. However, it is also an important tool for management and revenue growth.
Client Snapshot: Net Promoter Score Helps Wellness Device Company’s Product Development
Through implementing the net promoter score, a wellness device company customer found that children using their wearable device often did not have phones, where the app was turned on and off and managed from. So, in their next product release, they designed the device so it could be turned on and off directly from the device without the use of the app.
Client Snapshot: Net Promoter Score Helps Telecom Company Better Align Marketing Strategy to Customer Perceptions
Another customer, a large telecom company, found that some of the marketing ideas and strategies did not align with customer perceptions and needs. This insight from implementing the net promoter score allowed them to change their marketing strategy to attract more net promoters and convert neutrals into promoters, a key goal.
Net Promoter Score’s Impact on Business Strategy
With the net promoter score, companies can uncover valuable information that can inform business strategy as a whole and at the departmental level. This information can be used to inform strategy to:
- Change or improve internal processes for greater efficiency
- Inform product development and find cost savings
- Understand if technology is working effectively
- Inform marketing strategy and messaging
Coming Back to Customer Effort and Issue Resolution
For any company using the net promoter score, the real value in improving it is through lowering customers’ effort and resolving their issues efficiently and to their satisfaction. If this gets accomplished, it’s almost a given that the net promoter score will improve and business growth will be positively impacted.