Sensis overhauls NPS framework

Sensis head of customer experience talks through its new investment in NPS measurement


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.”

More on NPS:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in