Better understand your customers’ journey and its impact on your bottom line with NPS
Net Promoter Score® (NPS) is the de-facto standard for B2B software companies that want to better understand customer loyalty and its impact on their bottom line. Based on the premise that every company’s customers can be divided into three categories – promoters, passives and detractors – you can determine the likelihood of a customer buying again, speaking highly of you and resisting the pressure to defect to a competitor.
The operational goal is to gain insight into customer perceptions at each stage of the customer journey, correctly identifying the key drivers of loyalty.
Unfortunately, there are two common problems encountered by B2B software companies.
Rather than one survey that delivers a comprehensive profile, the quest for data usually leads to the development and deployment of multiple team-specific surveys (i.e. sales, customer service, user experience). These team-specific surveys are of limited benefit, offering disparate data, and typically end up receiving poor response rates and high opt-out rates due to their length or complexity, and produce results that seem to contradict other departmental surveys.
FAILURE TO CONSIDER THE CUSTOMER
Surveys often fail to consider where the customer is in their journey, and the role of the individual in the process. B2B software users far outnumber the software buying decision makers, but the perceptions of decision makers are frequently seen as having much more impact on future financial performance than the opinion of the end user; not understanding these distinctions can mean your most important voices are drown out by your most frequent voices.
These discrepancies can negatively impact an organization by causing some teams to discredit all survey data rather than attempt to utilize the accurate data they do have.
NPS was meant to be a true measure of the end to end relationship and for efforts to be successful — the entire organization must be aligned concerning which measures are used, their current and future relevance and how the company will take these insights and make them actionable.
The OpsVantage NPS Program
The OpsVantage NPS program provides a comprehensive and accurate picture of your customers’ journey, what they really think of your company and its products and services.
Our insightful approach to NPS: