So you've chosen NPS and surveys are rolling back in...so now what do you do with all this data?
Step 3: Analyze
There are any number of analyses that can be conducted on both the absolute scores as well as the verbatim comments.
Absolute Scores
What’s critical is that you can align your ERP or FSM data with the specific customers’ NPS responses and create a consolidated dataset. Now your analyst will be able to associate all of your internal operating data with the NPS for that specific customer interaction.
Interesting analyses can then be performed, including the study of changes in NPS across customer segments, transaction types, time of day/month/year, time to resolution, etc. The options are almost endless and you should let the data lead you (see below).
Verbatim Comments
If the NPS absolute scores answer the question “What”, then the verbatim comments give you clues to answer the question “Why”. Knowing that a customer rated you a 1 is almost useless if you don’t know why the experience caused them to score that way.
Spend time reading through the verbatim comments and categorizing them. Can you group similar comments together and identify trends? Can you establish what the highest priority comment is from the way it is written? Can you determine if the sentiment was positive or negative?
Customers will share many different elements of their experience and it takes practice and a strong understanding of the internal workings of your operation to determine what the customer was really getting at and what the internal source of that problem could be.
Let the data lead you
Armed with all of this data, you can now understand changes in NPS at a much deeper level. For example, imagine that your NPS dropped by 3 points this week. You can ask:
Which transaction types were lower? - "Home service visit"
Was one time of day lower? - "Afternoon"
Was one specific day lower? - "Wednesday"
What verbatim feedback did the lower scores offer? - "Call centre wait time"
What was going on in the call centre last Wednesday?
You can see how the data can lead you down the path. It doesn’t lead you to the answer, but rather to the source of the problem. In this example you can connect your contact centre stats to the NPS data and start to really understand the root cause for the low NPS score. Chances are, it won’t be the reason you thought it was going to be!
What should we fix first?
Once you have the comments categorized you can understand which comments drive the biggest change in the score, and which are experienced with the greatest frequency. With those factors, you can evaluate which concern is having the greatest impact on your NPS.
For example, imagine a customer scores a 0 because the technician dropped a wrench and scratched their floor. If that happens just once in the year, then fixing that specific problem is not going to drive a significant overall NPS improvement.
However, if a customer complains about call centre wait times when booking appointments and scores you a 7, take a closer look. That interaction happens on every service call, for every branch across the country every day. Improving that score from a 7 to an 8 or 9 will have a massive impact on your overall score and drive growth through loyal customers.
Follow this approach and you can deploy project teams to improve the experiences that will have the biggest NPS impact and improve customer loyalty the most.
In our next post we explore how to share that feedback with the appropriate teams to generate maximum impact.
We can help
Chapman Management Solutions has deployed Cx measurement models at large and small B2C and B2B businesses. We can help you to implement a simplified approach to get actionable insights quickly. That’s how you create a Magical Customer Experience that will deliver long-term, sustainable growth.
Call 289.885.3878 now to learn more about our do-it-yourself online Cx Measurement training program.
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