3 Ways to Improve NPS in the Age of Digital Transformation
NPS is a proven and solid measurement system which, if implemented correctly and without bias, can help you highlight critical service and operational gaps. But in isolation, it falls short. It is essential to analyze the results of each NPS survey and take customer comments to heart. NPS works as a proxy for measuring customer experience. You might imagine that perhaps only 1 in 20 customers who have a really poor experience will take the time to write a thoughtful comment about it, if given the chance. Your NPS survey can serve as this important feedback mechanism. Imagine that they may be 19 other customers who might have also been witness to any reported problems.
To compound the problem, throughout most industries, a wave of digital transformation has dramatically increased productivity, delivery speeds, and quality by digitally connecting the workforce, assets, remote sites, systems and databases so that information travels faster and the whole team works from the same data—the same version of the truth. In most cases, businesses have worked hard to include direct customer access into this data eco-system to improve their experiences. As a result, customer expectations are higher than ever before.
While this age of digital transformation has skyrocketed customer expectations, it has also delivered the tools that help businesses improve their customer satisfaction and, in turn, their NPS through 3 key methods. Consider these methods for improving your business-to-business driven NPS:
1. Closing the Loop with Faster Customer Data Onboarding
For most brands, customer data onboarding is a tedious task that takes too long and causes delays that give customers the first taste of poor experience. Many companies have a lengthy and labor-intensive customer data onboarding process. In some cases, it can take weeks to onboard new customers. Complex, multifaceted, and data-intensive service offerings can sometime involve a couple months of onboarding. The process of onboarding is an early customer experience that is advantageous to streamline, not only for the obvious NPS improvement plan that can be derived, but also speeding your customer relationship to the point where it bears value and revenue.
For example, if you are an insurance company commencing business with a new broker, it is normal to expect a few weeks before they can begin to sell your plans. Imagine if they were able to do that the very next day, effectively getting one more month to sell your plans and earning an extra month of commissions? Sounds like a recipe for differentiated and much higher customer satisfaction.
With a modern integration platform, brands can accelerate their customer data onboarding by up to 80%. Instead of spending 8-12 weeks integrating customer data flows into and out of your systems, a modern integration platform can get this done in a matter of few hours. And what’s even more profound: without IT skills and conventional data mapping.
Interestingly, modern integration systems have evolved to a point where even your non-IT, customer support staff can use these systems to engage customers. For instance, if a broker customer requests support over an insurance plan purchase, your support staff can access your centralized integration system, look into the lifecycle of that broker customer, and provide support along with some value addition that would ultimately enhance customer experience for them and increase NPS score.
Post onboarding, your support team can prompt follow up calls and interviews with clients to understand their PoVs and nuances of experience. By providing a sublime onboarding experience and having a consistent, timely follow up mechanism, brands can dig deeper into customer feedback and resolve service issues even before they impact other customers and result in online reputational damage from detractors.
2. Delivering a Connected Brand Experience through Customer Self Service
When a customer interacts with your brand, they expect to interact with a single entity. However, in real life, their interaction is with a number of different people. Worse, depending on the nature of a specific problem or issue, your customer may bounce from one department to another before having their issue resolved. Of course, this can be the recipe of a poor customer experience and bad NPS score.
What’s needed is an integrated, connected experience that unifies customer data across departments, brings them into a single spot, and makes it available for action so that customers do not have to bounce across departments. The resolution, in this case, should be at the lowest handling time, at the first contact, and with fewest interdepartmental jumps.
Perhaps even better are online self-service portals powered by modern integration platforms that enable a customer to resolve issues by themselves, on their own time and convenience. This self-service, citizen integrator approach to customer data is critical to efficiency that enables brands to be empowered to create customer connections, integrate data, and gather customer intelligence.
Decentralization of integration enables all departments to see a unified picture of the customer in zero latency, high scale setting, which ultimately helps them deliver a unique, sublime customer experience and making the brand easy to do business with. Further, since the modern integration platform is centralized, it can work with data from all departments and show a 360-degree view of the customer.
As a result, customer data flows through the organization as lifeblood, tying all departments together and making delightful customer experience as the priority of all functions. The result is a delighted customer, improved Net Promoter Score, and accelerated speed to value and revenues.
3. Bolstering NPS Champions with Modern Data Integration
While NPS is important, it is sometimes easy to get lost in the details of implementing NPS while failing on a more overarching goal: delivering a better customer experience. Brands need to deliver better customer engagement and a unified experience that’s sublime, superior, and differentiates you from all the noise in the marketplace. That’s the trick to creating customers that serve as positive brand ambassadors (Promoters) and transforming customers who have had previous poor experiences (potential Detractors) into Promoters. However, to make all of this work for your customers, there are often important and ongoing points of data integration between your databases and systems and your customers’.
In today’s era of digital transformation where customer experiences are paramount, every customer leaves a trail of data that paints a picture of their interaction with your brand and your competitors. Putting this data together and supplementing it with analytical intelligence, NPS metrics, and other customer interaction observations across your organization is a formula for success.
Many organizations follow the practice of creating internal NPS champions. These champions are tasked with one single job - to improve NPS by improving customer experience. For instance, if a customer is unable to access all the features of their products due incorrect license privileges, this champion will act as the bridge between the customer, internal Accounts, internal licensing team, and internal Sales team to identify process gaps and ensure correct customer subscription licensing. All this is made more possible and timely by implementing a core data integration strategy that connects everything.
NPS champions sit at the center and utilize the power of modern integration platforms to keep a track of customer lifecycle, behavioral patterns, and points of overlap by bringing in customer data from all streams across the organization.
Current corporate data integration has come far from connecting different data streams to simplify data exchange. An good organization-wide integration strategy puts delivering cutting edge customer experiences as a central goal.