behaviour changing market intelligence The Net Promoter Score What is it and why might I need it in my life?

Transcription

1 The Net Promoter Score What is it and why might I need it in my life?

2 Agenda What is NPS? Why do I need it? How do I get started? Introduce the Customer experience pathway Where does NPS fit Summary

3 What is NPS? Google it! Essentially a business system developed by Fred Reichheld The ultimate question is : How likely are you to recommend this brand or service to your friends or family?

4 Relevance of NPS to a vet practice Why is it relevant to me? Your clinical delivery depends on customers They have multiple choice for pet care You are not alone You are one of many So what drives owner to use you and recommend you Knowing this how do you get them to do it more?

5 NPS NPS is used widely by many sectors to monitor their brand delivery John Lewis have NPS as a Key Performance Indicator When you focus on increasing the recommenders and diminishing the detractors the overall impact is to focus the whole team on being great

6 What others say about the NPS system "This book is required reading for all our leaders. The Net Promoter System helps keep us focused on our mission every day in every store to enrich the lives of customers and employees." - Ron Johnson, Senior Vice President, Apple

7 Fred and Rob have accomplished the rarest of feats creating a sequel that is even better than the original. The Ultimate Question 2.0 is full of practical and powerful insights that can help you build a great business that is grounded in customer loyalty. This should become a business classic." - John Donahoe, CEO, ebay "The Net Promoter System (detailed in this book) provides a powerful solution for building a customer-centric culture throughout the entire organization. I recommend it enthusiastically." - Gerard Kleisterlee, CEO , Philips "The Net Promoter System helped us boost our longstanding commitment to customer focus to an even higher level. It has made us a better company." - Michael Diekmann, CEO, Allianz SE

8 Light reading. Reichheld - 'The Ultimate Question' and 'The loyalty effect'. ' 'Revolutionize your Customer Experience' by Shaw & Ivens. The Ultimate Question 2.0 Reichheld

9 So it is controversial but if it is good enough for Apple, John Lewis. EBAY......it is good enough for us! First remember the rules Don't just collect data for the sake of it Whole team approach needed Action required with information gathered

10 NPS works when you do 2 things 1. commit to act on the findings 2.manage the results so you actually make the changes Without 1 or 2 you are just collecting data!

11 Why do I need to bother? Business environment drives sharper and smarter competitors Footfall into your practice is driven by the customer experience...evidenced by recommendation from others Managing the route to recommendation is critical and any steps to understand what drives your promoters and detractors is important Harnessing the energy of the 9 and 10 is important Understanding the 1-6 group is critical

12 ...OK but I am a vet practice so what? NPS is a great tool for any business large or small It works well when certain key elements are in place It is controversial for some However as a simple hang your hat programme it is a great start

13 The Daily Mail You need promoters to help your local WOM There will always be the Daily Mail!

14 ? behaviour changing market intelligence

15 What is a customer experience? behaviour changing market intelligence

16 Definition of customer experience Customer experience (CE) is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.

17 So why now Want more customers? Want more work? Want more profit? Want more time? Want to feel less worried? Vet channel is challenged by pet owner choices

18 Reality for some Growing very well double digit Some going out of business Can we see differences? Yes we can! Customer focus is apparent in those doing well!

19 Client surveys...why bother? You ask lots of questions? You get lost of answers! Then what? For many client feedback is too cumbersome and doesn't drive change Satisfaction is no longer relevant The Ultimate Question is!

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21 How to use NPS in your practice Firstly measure your own customer pool Then move onto your local target pool so you get competitor feedback this is fascinating! Then do as a routine ongoing by and web model Reichheld originally advised a large sample pool ( as per synopsis) but he wrote book 2 and changed his mind! So just ask as many as possible..start with a 100 random responses

22 The team will need to go beyond satisfaction as a measure Have a meeting! Explain NPS in the context of your practice Why recommendation is important Why business change is key Why new stuff is needed How you are going to do it

23 Satisfaction is no longer good enough Most of your surveys will have Are you satisfied with xxxxxx? How satisfied are you with xxxxx? Satisfaction is not a good measure

24 Satisfaction can be good and owners will still switch providers behaviour changing market intelligence

25 NPS is better as it is at the heart of what you need

26 John Lewis do... Bigger organisations do a mix of data collect From ,text,web,and instore interviews So start with a small sample to get team on side Longer term you MUST have s so you can do more easily

27 VetsNow do... VetsNow use a text based system to follow ALL their OOH customers and gather NPS This is easy for them as they always have a mobile number So key to success is what route can you start with?

28 To start you off...step 1 Use a small sample,booster pool, pool,text pool and just ask the question Dont over complex Align your team to how likely the owners are to recommend you this is step 1 Recommendation as a measure needs TEAM to buy into it

29 How to do NPS There are several options You can do it yourself Some of the drug companies provide touch screen kit You can use simple feedback loops You can use very simple paper system

30 A client describes her experience behaviour changing market intelligence

31 Where does she fall? behaviour changing market intelligence

32 NPS works when it is used and managers manage The whole process of NPS ( score or system ) is enabling good management and leadership to take place In your practice this means you are measuring customer experience and the likelihood to recommend

33 Why is recommendation key? Many owners use you but are not proactively recommending Many reactively recommend if asked So opportunity is to drive PROACTIVE recommendation

34 Recommendation is key behaviour changing market intelligence

35 You have to ask owner to recommend you they will if you ask!

36 NPS across Europe Denmark 65.50% Portugal 64.70% Poland 59.40% UK 55.10% Spain 52.60% Germany/Austria 49.10% Italy 48.00% France 46.70% Holland/Belgium 42.70% Sweden 39.80%

37 Driving more than satisfaction So NPS is used by many types of business to drive better customer delivery The ultimate question is very clear how likely are you to recommend us to your friends This is the core of the system

38 FACT 90 % of all your new clients come from a recommendation from a friend or key opinion leader 85 % of your clients live within 3 miles of you So NPS is a really useful tool to keep your local pool of potential and current owners in your building and not your neighbours!

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40 Your business needs you to be brave Growing sites are making big decisions They are recruiting better staff They are not accepting poor performance They are measuring the customer experience STOP measuring satisfaction They are not tolerating average!

41 Summary key points Go beyond satisfaction Customers first, pet owners second Your battle ground for business is Customer emotion NPS...is a system not a score You need to generate more promotors Satisfaction measures are meaningless To make it work YOU have to commit to change and MAKE it happen

42 The Net Promoter Score What is it and why might I need it in my life?