Aman Verjee- CFO, eBay

Kellie Cobaugh - Senior Manager Loyalty Insights- eBay

Why Net Promoter® and what are the benefits?

When ebay first began looking at their customers they started with measuring customer satisfaction but the data was not actionable and not intuitive for the customer. Today, eBay is using the Net Promoter Score (NPS) which they see as pivotal to linking the customers, and their experience to financials. They believe future company growth will migrate from their traditional customer acquisition model to customer retention through a deepening of customer relationships.

As many of the sessions covered, eBay has found that having a cross functional team dedicated to driving the Net Promoter program and support from senior management has really made the program successful, and has help to get engagement from the whole organization. eBay also has spent a great deal of time looking at the economics of the program and from this developed the Net Promoter Economic (NPE) program

Using predictive modeling - these analytics let you predict the score someone would give you based on others like them. They look at core data like dollars spent each month, churn rate, etc. in each case Promoters had better numbers. In some cases while you may not see spend increase with top promoters, you may see churn reduce. The largest lifts come from moving Detractors towards Promoters, for eBay it means moving Detractors to Passive will bring the greatest results. The critical thing is to look at customers that are detracting and really focus on why

eBay’s Advice

• The NPE program - If I knew then what I know now
• Bring in NPE efforts as soon as you start an NPS program
• Be clean about how long it takes to get these programs really working
• Have a consistent data gathering process