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!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in