Steven Nicks from Satmetrix helped us think of a successful program in terms of 5 key questions.
Q1 How does program design impact our ability to take action?
Foundation: organizational alignment, executive commitment
Infrastructure: technology and business process
Action: Operational and strategic improvements
Results: retention, repurchase and referral
There are traits that determine success:
-->NPS is used to drive operational changes
-->NPS is central to core strategy
-->The goal is to create promoters
You need to think how customers interact and the channels they interact through so you can design the right listening posts.
Q2 How does survey design impact your ability to take action?
Typical surveys start with questions...better approach is to start with dashboard design and all reporting needs. You should understand how your business is going to consume data.
Three things to keep in mind:
- know your stakeholders
- understand your segmentation
- let your dashboards be your guide (avoid group survey design).
Q3 How does sample strategy impact your ability to take action?
Key thing around sampling is representation. Make sure it maps to your business. You also don't want your sampling to impact your score. Trustworthy data are essential for executive support and actionability. The things that make data trustworthy are asking the right questions of the right customers at the right time.
The standard to judge data...are you willing to make decisions based on the data?
Q4 How does the closed loop process impact your ability to take action?
You need to design your closed loop process around a clear plan of action. Although 100% closed loop is ideal, that often is not feasible. You should look at:
- which customers do you want to follow up
- who does the follow up
- when it should occur (within 48 hours)
- what happens after follow up and
- how should follow up be handled.
Q5 How does technology impact your ability to take action?
Map out your program and use that map to figure out where you need technical support. Start with process design.
A general question that came up:
How do you get the right contacts?
- In B2C..billing and end user are same, so less of an issue. Sometimes need creative strategies to gather email.
- In B2B..use carrot and stick. Sales needs to be involved. As carrot, educate the organization to value the sales team by showing the info they can get. The stick is to show publicly the gaps in contacts in team meetings.
