And today, most of my clients use NPS in one way or another and we work to ensure that their internal metrics are helpful indicators of the view from the outside.
But when implemented poorly, I’ve seen NPS programs tick off valued customers who otherwise were having a reasonable customer experience.
If you haven’t kicked the tires on your NPS program for a while, be sure you’re focused on the three vital areas.
Three Ways to Stop Your NPS Program From Destroying Your Culture
- Incent your employees to play the game, not game the score. Last week I was eating at a diner at BWI airport. I couldn’t help but overhear as the overly cheesy waiter with the bad jokes and the mixed up drink orders serving the couple at the table next to me offered to “Take 5 bucks off their bill right now” if they would take the online survey and “Rate me a 5 out of 5 for the exceptional experience I have provided you. Oh, and be sure to mention my name.” When employees are incented by the score, they’ll care more about the rating than the experience. Even if those customers took the five bucks, their score is clearly not an indicator of their experience that day. No one walks away a promoter after being bribed.
- If they tell you it’s broken, do what you can to fix it. A few hours after the diner incident, my client called with an emergency change in plans and asked to put push our meetings back a day. I called the hotel chain where I have stayed close to 400 nights and asked if I could modify my reservation. I was informed that they would be happy to move the reservation up (still staying two days) but that I would still be responsible for paying for the night I had to cancel. I was frustrated, but the policy was on their side. I wasn’t going to make a fuss. Until… I went to the hotel (which was practically empty) and one thing after another went wrong… only decaf coffee in the room, shampoo not refilled, dirty everywhere, unfriendly staff. So when I logged in to their Wifi that night and they asked me to take a survey. I did and rated them a 3 with all the reasons. Within 10 seconds another window came up asking me for my room number so they could make it right. Then the next window that popped up was inviting me to leave a Trip Advisor review! (Which I didn’t, out of long term loyalty to this company). It’s a week later and no one has contacted me to “make it right” as promised.They would have been better off not setting that expectation, and certainly not inviting detractors to leave a Trip Advisor review!
- Take the long view on detractors. Of course “making it right” is a good start, but doesn’t do much good if you don’t fix the root cause of the issues. I’ll never forget my first week on the job as a call center director. My team leaders were all stressed out, with more work to do than they could possibly get done. When I did an analysis of how they were spending their time, I found they were spending hours a day calling back customer detractors (people who had rated us less than 5 on the NPS). Most of these detractors had issues that could be categorized in one of three categories. There were NO plans in place to identify and discuss themes at a center level and to address the root cause. Yes, yes, call your detractors and do what you can to make it right. But don’t forget to use the data strategically to fix the process and policy issues driving your customers crazy.
Customers don’t care about your internal customer scorecard. Be sure every employee on your team knows what matters most. Focus on the game, don’t game the score.