How Louise Niemann Uses NPS
Building Promoters at The City Bin Co.
– Louise Niemann, Director, The City Bin Co.
If you live in many parts of Ireland, The City Bin Co. will gladly pick up your rubbish bin. But sales and business development director Louise Niemann is quick to point out that the company doesn’t consider itself to be in the business of waste management. Instead, it’s in business of customer service.
With a Net Promoter Score that compares favorably to national brands and a churn rate less than half that of its competitors, The City Bin Co. has carved out a profitable and growing niche in a highly competitive market. If you want to do the same, Niemann says, play a different game than your competitors by focusing on customer experience in every aspect of your business and your day-day-operations.
Utility companies are considered low interest and high inertia, Niemann explains, and most have a negative NPS. In contrast, The City Bin Co. has consistently achieved scores in the 60s and 70s, based on 30% response rates. To drive its strong customer satisfaction and loyalty, The City Bin Co. aligns all employees around the Net Promoter methodology. Their best practices include:
- Using NICE Satmetrix NPX to map and filter customers based on Net Promoter category so that managers and drivers can easily see how customer
- experiences vary geographically.
- Aggressively closing the loop with customers, using NPX to manage follow-up and quick issue resolution with all detractors.
Introducing what they call “game changers” – using customer insight to define and offer services that differentiate them in a crowded market. The City Bin Co. works hard to drive immediate, responsive follow-up to customer complaints. The NPX interface keeps their closed loop process on track. Niemann’s presentation at the 2015 NICE Satmetrix International Net Promoter Conference in London makes a strong case for an obsessive focus on customer experience and shares the key pillars of their success.
