Customer Experience Surveys - Exam 1

what is the NPS formula?

(% of promoters - % of detractors)

who are the NPS detractors?

6 and under

who are the NPS passives?

8, 7

who are the NPS promoters?

9, 10

What is important to customers? How are we performing? What should we fix or improve? these are

CX research objectives

what is the NPS question?

How likely is it that you would recommend our company/product/service to a friend or colleague?

what is the dependent variable?

NPS

what is the scale used in net promoter score?

0-10 (11 point scale)

what is the basic format of a CX survey?

1) Intro 2) Priming and Classifying 3) Dependent variable - *NPS* 4) Independent variable - *Attr. Importance* 5) Do we need to improve? 6) Improvement Opportunities (rank order/ open ended comments) 7) Demographic Questions 8) Thanks

Competition most of the time Can be past performance Expectations Requirements Other process of..

comparison standard

you don't have to outrun the bear, you just have to outrun your buddy. this is how we think of a...

comparison to a best competitor

Marketplace perspective (not just our customers) looks at strengths and weaknesses, HIGH LEVEL STRATEGIC attributes, examine a number of key competitors, once a year, analysis: relative or comparative

competitive benchmark

which surveys do we deal with?

competitive benchmark and relationship

o Customer satisfaction o Customer value o Customer loyalty o Feedback from customers - how are we doing?

customer experience

Rank order improvement Open ended comments

improvement opportunities

Attributes are __________ _________

independent variables

these are attribute performance, attributes are randomized, in a table, n/a if it doesn't apply to people

independent variables

"welcome" Use a graphic/company logo This is important We need your help

introduction

what is the 4 step process of formulating CX Attributes?

1. what are the key drivers of CX? 2. Customer and manager perspective 3. wording just right 4. did you miss any attributes?

5% increase in customer retention = ______ increase in profitability

25-85%

why is customer experience important?

it costs 5-10x more to get a new customer

what allows us to compare ourselves to everyone in the industry, is the outside benchmark of performance across companies and industries, the single recommend question, and percentage (not average) of customers falling into the different loyalty groups

net promoter score (NPS)

what is a common NPS mistake

not using an 11 point scale

we ask our customers, STRATEGIC in nature, given quarterly, bi-annual, annual, if possible, compare to a best competitor

relationship surveys

we ask our customers, TACTICAL in nature, given right after an interaction, no best competitor, continuous

transaction/critical interaction