An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.
The emergence of customer experience as a key measure of organisational performance has seen Net Promoter Score (NPS) become the preferred tool to measure that experience.
But while NPS can be something of a blunt implement, as organisations become more mature in their understanding how it can be used they are seeking more flexibility to relate specific actions to NPS outcomes.
For SMB digital services company, Sensis, a partnership with the online survey platform provider, Qualtrics is now enabling customer service staff to see customer feedback as it relates to them specifically, as well as seeing all of the feedback a customer might have provided regarding their account management in the past.
According to Sensis’ head of customer experience, Dan Warby, the company first introduced an NPS measurement system three years ago to better understand how it performed for customers. That tool was managed entirely by a third party, and when the contract came up for renewal it opened the door to Sensis considering what more it could get from customer measurement.
Warby says the intention this time around was to take a more hands-on approach to managing NPS.
“We wanted something that afforded us more opportunity to build and manage surveys ourselves, so we could introduce new ones quickly and change existing ones on the fly,” he says. “Further to this, any new solution had to be able to integrate well with Salesforce, as we were introducing this across the company as our customer management technology.”
Qualtrics ticked both these boxes, and from June this year became the tool for measuring different customer journeys across Sensis’ Salesforce platform.
“A typical experience involves a customer placing an order for advertising, search engine optimisation or a website build,” Warby says. “We follow them on their journey with us, right through the lifecycle of their order, before surveying customers to confirm they got what they expected and how likely they are to recommend us to other businesses or colleagues.”
Warby says Sensis is now considering additional ways to employ the technology.
“We’re already considering other options to push the surveys to customers and deploying customer relationship surveys – something we have wanted to do before with our previous provider which proved difficult,” he says. “We’ve also begun using the survey software internally to capture feedback from customer-focused days we run with staff.
“It’s proved a useful and efficient way to gather data and support us in maintaining focus on our customers.”
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