Customers matter. Our reputation and long-term customer relationships matter immensely and looking after customers is simply the right thing to do.
We measured customer feedback for several years in a number of ways; typically, ad-hoc surveys and questionnaires. Whilst these measures showed positive results it became clear that the response volume was less than 2% and not completely representative. It was also evident that asking multiple questions was time-consuming for the customer – we wanted a better way.
In 2017 we introduced Net Promoter Score ® (NPS); an established management tool used to gauge the loyalty of customer relationships. It is a relatively simple alternative to traditional customer service measurement systems and was originally conceived and developed by Fred Reichheld, Bain & Company, and Satmetrix Systems.
NPS has become the de-facto in the technology sector, as used by global technologies such as Dell Technologies, HP, Canon, Microsoft, Apple and Sony. It’s highly adaptable and other sectors including Retail, Media and Financial Services are steadily adopting the methodology.
How it works
Customers are asked one simple question; “On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?” Based on the rating from 0 to 10, results are then classified into 3 categories: detractors (0-6), passives (7-8) and promoters (9-10).
The NPS score is determined by subtracting the percentage of detractors from the percentage of promoters. If all customers gave a score lower or equal to 6, this would lead to an NPS of -100. At the other end of the spectrum, if all of the customers scored 10, then the NPS would be 100.
Why use NPS?
Simplicity – NPS surveys require one single button-click response, keeping the burden on the customer low. Moreover, the key ‘likelihood to recommend’ question is scored on a simple scale, which can be tracked in real-time and cumulative. This means it is easy to track progress and it is uniform. There is, of course, an option to leave comments or narrative if desired but it’s not mandatory.
Fast Closed-Loop Management – the NPS system allows instant visibility of customer feedback and allows Service Managers to contact a customer who gives an unfavourable score (a detractor) and identify the customer’s concerns and fix problems. As standard practice, our Service Managers make a phone call to customers who have given a low score within 2 hours of receipt.
As part of our quality and ITIL processes, we use a Continual Service Improvement (CSI) programme. Issues highlighted within the quality process are identified and a plan put in place to rectify the issue. Improvements may be suggested by anyone within the group. These are reviewed, planned and implemented as necessary. The CSI process allows us to make continual, measured and monitored improvements to the service we deliver our customers, learning from what has gone previously.
In achieving our ISO certifications, we work in a structured method to, ensure audits are undertaken on an annual basis and update all relevant policies and processes accordingly. Risk assessments show clear undertaken risks which are then managed via control measures. Continual improvement ensures our customers receive services meeting requirement and allows us to maintain our consistent performance.
ISO 9001:2015 – the international standard for Quality Management Systems, has helped in streamline our processes to ensure we improve the way we work and internal communications whilst at the same time demonstrating that our business is customer-focused and committed to delivering high standard, high-quality services. The implementation of our effective and robust Quality Management System (QMS) ensures that we focus on the important areas of our business and improve efficiencies, leading to increased productivity and service provision.
ISO 27001:2013 – Information Security Management, demonstrates to our customers that robust security controls are in place to protect information and data, increasing customer and stakeholder confidence in our ability. We have a defined security policy in place with a full statement of applicability. Our information security risks are fully-managed including threats, vulnerabilities and impacts. Information security controls are in place to address risks identified that are deemed unacceptable.
As standard, we now send out an e-mail NPS scorecard as every service ticket is closed. Additionally, we provide NPS feedback at all events and workshops, to seek improvement in the work that we do.
In the near future, we plan to expand the use of NPS to other Group functions. Ultimately, we are doing this to improve our service to you, our valued customer. If you have any suggestions or feedback, we’re all ears.