Delegates are returning from a short coffee break – room is packed again.
Peggy Conley introduces her session by explaining LEGO adopted NPS two years ago as part of a turnaround strategy for company.
NPS has permeated LEGO company culture - focusing the business on customer experience (the key driver of NPS). Example of CEO receiving letter from customer asking for Space LEGO instructions - and replying personally.
Peggy is talking about critical success factors for NPS deployment:
1) Employees know the score
2) Employees are rewarded for improvements to score (10% of bonus on NPS improvement )
3) Employees feel they can personally have an impact on NPS
First step in building a Net Promoter Program for LEGO involved tracking NPS in surveys (which LEGO had been doing for several years - so they already had basic) benchmark data.
Measuring NPS is involves researching right consumers (core target groups), at the right time (after brand interactions), and right experiences (experiences over which business has some control)
LEGO measure user NPS as a customer experience metric across 5 key areas:
Product Experience (immediate post purchase), Online Experience, Store Experience, Customer Services experience.
The LEGO NPS surveys are kept deliberately short - four questions - to get impressive response levels.
Peggy is explaining how all monthly NPS data and actions are summarized on a single sheet that is distributed to the business departments.
NPS data is also used to feed into an affinity segmentation model to allow LEGO to build segment specific initiatives for improving NPS/experience.
Different methodology for different experiences - but goal of NPS research is to measure quality of experience and opportunities for improving it. Key is to turn data/info into actionable insights
Peggy is wrapping up by giving examples of how NPS research is driving business improvement initiatives.
- how mood of customer services influences experience (NPS) - when engaging an fun experience quality (NPS) increases
- how ease of finding instructions on the website influences experience - a site redesign increases NPS significantly
- how search and navigation on online store influences experience - usability tests and “deep dives into open comments” identified how to improve experience
- how packaging quality influences experience - improved packaging improved NPS
- how delivery times for online sales influences experience - improving delivery times improved NPS
