Anna-Marie Fielding, who is Head of Customer Experience and Business Intelligence at BUPA International, gave one of the most engaging and authentic presentations at the Net Promoter Conference (earning her three rounds of applause in the same session).
Only seven months into her business’ NPS journey, she provided us with an update on the lessons her organization had learned along the way, and the journey that was a head. For a full review of what she had to say, I refer to her presentation, which you can find at Net Promoter Case Study Library.
This goes into the ways in which BUPA discovered that focusing on “non-claimants” was at least as important as focusing on those that did bring in claims. Also transforming the process of pre-authorisation into a positive experience, had instant impact.
But for me, the most remarkable things in the presentation went beyond the insurance industry. According to Anna-Maria, 95% of companies collect customer feedback, but only 50% tell their staff about it (and in the end only 10% act).
To avoid this same mistake, BUPA has focused a large amount of attention on the people in the organization. These were encouraged to actively engage in the business and the Net Promoter programme. Feeding back customer information. Encouraging people to identify new ways in which they could “act better”.
And asking the – not so rethorical – question: Would you Recommend You?
Because it is only when the people in the organisation truly engage with the idea of customer centricity (beyond the NPS metric), that change can start to happen.
