Peter Senge, author of The Fifth Discipline, observed: “Without clear and consistent feedback to help monitor your progress toward your goal and the effects of your actions, there is no way to learn.”
RagingWire Data Centers has always had a very strong client satisfaction ranking, however, it was initially driven by a reactive approach responding to client requests. In order to proactively measure and guide improvements, RagingWire implemented the Net Promotor® Score (NPS®) methodology in 2012. RagingWire now uses client feedback from the NPS program to drive improvements into the entire client operational lifecycle, even playing a significant role in new data center designs. This direct client feedback allowed RagingWire to report the highest NPS score in the data center industry, well above the B2B industry benchmark. While the score provides a valuable metric, we have moved to focus on an integrated approach to drive improvements along the entire client journey.
In order to continually improve our client-centric business system, we focus our efforts in three areas:
Client journey listening design: It is critical to understand the unique client journey map of the various client touchpoints from pre-sales through contract term, and develop a comprehensive system of listening points. In addition to the client NPS relationship and transactional survey feedback, we proactively simulate client situations to examine our operational model from the client perspective. This can include detailed reviews of everything the client can experience: facility amenities, signage, marketing, sales, billing, portal, processes, security, support desk, etc.
Closed-loop feedback systems: All service recovery and improvement ideas need to be captured in order to prioritize, assign, and implement solutions. These cross-organizational projects are logged in our ITIL Continual Service Improvement (CSI) register, to drive consistency, accountability, and visibility to the organization. Throughout this process, an open dialogue with the initiating party is performed to communicate status, and establish a partnership in improving our shared system.
Client experience technology: The client journey listening and closed-loop feedback systems provide a tremendous amount of data that needs to be organized, analyzed and displayed to support decision making throughout the company. RagingWire recently invested in integrating our existing Customer Relationship Management (CRM) system with our separate NICE Satmetrix NPX client experience software. This drives the client experience information into the business to support service recovery and continual improvement, and also supports new marketing opportunities involving our most loyal clients.
The RagingWire focus on client experience has drastically changed the look and feel of our facilities, services, and support systems. It is now commonplace to have client amenities like locker rooms, exercise rooms, lounges, game rooms, and even a climbing wall. We are also implementing a new Data Center Infrastructure Management (DCIM) system that will give the clients a new vantage point to their data center environment.
From a systems perspective, these investments in client experience have a positive causal relationship with our other business goals related to revenue, EBITDA, capacity, availability, and employee engagement. Our continued strategic investments in client journey listening design, closed-loop feedback systems, and client experience technology, will enable the company to thrive and grow.