Thursday, June 22, 2017
Imagine this: I want to measure people’s loyalty to you. I reach out to everyone you know – friends, family, co-workers, even the barista at the coffee shop you go to each morning. I give everyone a scale, say 0 being the least loyal and 10 being the most, and ask them to rate you. I tally up the results. Your friends’ loyalty score to you is a 7.6. I walk away and all you have in your hand is a number.
Maybe you like the number, maybe not. Does it feel right? What does that number indicate? What’s the context? How does one friend’s loyalty relate to another’s? Are they even thinking of loyalty in the same way?
Aren’t you and your relationships more than just a number?
In fact, you are. And so are companies. Consumers have more to say and more to share than just a number. While a Net Promoter Score (NPS) measures the recommendability that exists between a provider and a consumer, it does not encompass true Voice of the Client feedback. It doesn’t unveil anything meaningful or usable about a company’s products, customer service, pricing, or any other incredibly important indicator of future sales. It also assumes all consumers have equal experiences from which to score. Where’s the detail? How can you grow and improve your company in the right places with one NPS score?
A successful client satisfaction program gives you actionable results and allows you to isolate the motivators for future growth in client retention, i.e. the details and data that you can do something with. Through a successful client satisfaction program you can gather both quantitative and qualitative feedback directly from your customers, helping you understand your team and your business from many different angles. A robust client satisfaction program has context and detail. It allows for different lenses. It promotes conversation between you and your clients.
Don’t limit yourself or your company to one number. It just doesn’t feel right.
To investigate how full client satisfaction programs can help organizations, we will be using this blog to start the conversation about how successful programs are run. Stay tuned in the coming weeks for further posts about the subject!