5 things every business can do to drive brand loyalty

Catherine Anderson

As the chief customer officer for Powershop Australia, Catherine is an integrated marketing communications specialist with over a decade of experience on both client and agency side in the Asia-Pacific region. Prior to her appointment to Powershop, Catherine worked for multinational brands such as The Coca-Cola Company and Siemens.


If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Ranging from -100 to +100, broadly speaking an NPS above 0 is considered positive. However, there are plenty of industries, the energy industry included, where a negative NPS is the status quo. Love it or hate it, your NPS is a powerful indicator of your overall customer sentiment and brand loyalty, and provides the opportunity for brands to better understand and improve the customer experience they are creating. Our most memorable customer experiences generally come from either the very good or very poor end of the spectrum. When it comes to the bad experiences, I’m sure we’ve all got endless examples. But when we talk about what does work, the examples aren’t so consistent.

Of course timeliness, convenience and personalisation are important to a customer's experience, but what are some actual tactics for driving up NPS? There are plenty of different ways to track a company’s NPS. At Powershop (we’re an energy company), we have been running NPS check-ins daily for almost a year and have a monthly average NPS of +52 from over 7000 customers surveyed. We’ve gleaned a few ideas from our experiences, or at the very least a framework that has helped us become a brand people love in an industry people typically hate.

Here’s five of our learnings any business can borrow to deliver outstanding customer experiences:

1. Staying close to customers 

Our social media channels aren’t abandoned over the weekend. Instead, it’s our executive management team monitoring the accounts on rotating weekend rosters. This ensures everyone in the company is in constant contact with customers, meaning business decisions, innovations and changes can be drawn from customer insights and conversations rather than a boardroom.

This drives customer satisfaction as solutions are quick and meet customer needs from real experiences.

2. Flexibility drives customer happiness

Powershop launched five years ago off the back of the premise that Australian households deserved a better power company: One that gave them back control. To do that, we give them flexibility in how they interact with us and how they pay for their power. Customers can pay in advance, or as they go, or at the end of a month, they can pay and support community groups or large scale renewable energy, and much more.  

This flexibility drives both customer happiness and ease of referral. It’s absolutely not about having something for everyone, it’s about having flexible options.

3. Have a referral program that actually rewards referrals  

Our friend referral program rewards the referrer and the referee with $75 power credits, a substantial amount for both parties. Depending on usage, it could cover a whole month of electricity. This friend program allows passionate Powershop customers to be rewarded for their advocacy.  

4. Clean and open communications  

Powershop has a history of open communications and the team has won Canstar awards three years running in Victoria. Driving this level of satisfaction means customers have a level of trust for Powershop. If we do happen to stuff up, we’re fine to admit that, fix the problem and keep things honest and open as our customers have built trust with us.  

This is filtered through to how our business operates with providing customers close to real time energy usage information. Customers expect we’re giving them as much info as we can, and that drives their trust and satisfaction.  

5. Simplicity  

The energy industry is notorious for its confusing communications. A company that can debunk the industry jargon and make it easier for customers will always earn goodwill and set a precedent for putting them at the centre of the experience.  

At Powershop, we do this in the way we display our customers energy usage and cost per day, simple measures are shown in an easy to understand way. For those customers who want more data, it’s always there, but it’s kept simple upfront.  

In the corporate world, giving customers a good experience can be a challenge but we find that if we stay close to our customers, keep asking them what they want, and consider what we ourselves would want as a customer, then deliver on that, we can continue to build a customer base that loves our brand.

Tags: customer experience management, Net Promoter Score

Show Comments

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

More whitepapers

Blog Posts

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Excellent post, congratulations !!! - Prof Paulo Coelho | https://www.drpaulocoelho.c...

Prof Paulo Coelho

The B2C and B2B marketing transformation helping Invisalign win more smiles

Read more

Great article - but regarding "For a team to achieve their full potential, Edmonson also advises leaders balance psychological safety wi...

Sim

3 skills you need to drive better collaboration - Business leadership - CMO Australia

Read more

I would invest money in machine learning. I think it's important to do that. Don't you agree?

Polly Valentine

Metcash to use AI for promotional planning optimisation in liquor division

Read more

Latest Podcast

More podcasts

Sign in