1. Drive Satisfaction to Advocacy
Fred Hollowood
NPS Driving advocacy in the enterprise

2. Competitive Positioning
Pricing
Products and services
Customer Experience
Access to products and service
Customer Service
NPS Driving advocacy in the enterprise

3. Satisfaction Measuring Satisfaction is a start Look for loyalty
Dilbert, Copyright ©United Features, Inc.
Look for loyalty
NPS Driving advocacy in the enterprise

4. Improving Customer Loyalty
Increased customer retention
Lengthened customer retention
More products per customer
More customers
Cost of servicing may drop
Customer referrals
Loyal customers are less price sensitive
Satisfaction
Loyalty
Advocacy
NPS Driving advocacy in the enterprise

5. How to measure Loyalty and Advocacy?
Dilbert, Copyright ©United Features, Inc.
Listening to customers is important
So is asking the right question
What is the business E=mc2 question?
NPS Driving advocacy in the enterprise

6. Play the NPS Customer Game
Your favourite bar
Your favourite drink (just poured)
Ultimate Question
“How likely are you to recommend your pub to a friend or colleague?” Score 0 – 10
NPS Driving advocacy in the enterprise

7. Net Promoter Score Promoters Customer First : Branded Experience
Reduce the Detractors:
Fix the broken parts
Call downs
Detractors
Promoters
Create more Promoters
Deliver a differentiated and consistent brand experience
Detractors
NPS Driving advocacy in the enterprise

8. Three Customer Clusters
Promoters – Those customers who have the highest rates of repurchase and referral, and will be advocates for your business
Satisfied – Passively satisfied customers stay with a particular company more due to inertia than true loyalty
They would move for a better deal
Detractors – Those customers (or employees!) who spread negative word-of-mouth comments about the company
Negatively impacts company’s reputation, ability to attract new customers and employee morale
NPS = % of Promoters - % of Detractors
9 and 10
0 to 6
NPS Driving advocacy in the enterprise

9. What is the norm out there?
The average Net Promoter Score across over 400 companies in 28 industries is just 16%
Top performers out there have an NPS of 75-80%
Harley Davidson 81%
Amazon 73%
Apple 66%
Source: Bain, the Ultimate Question
NPS Driving advocacy in the enterprise

10. On to Loyalty and Advocacy
Know what matters to your customers
Know how you stack up on these measures
Do something to fix them
Possible measures
Drivers of satisfaction
Perceived value
Service level satisfaction
Competitiveness of fees
Product level satisfaction
How well you listen
Importance vs satisfaction
The “closeness” of your relationship
Likelihood to recommend
Likelihood to transact
Likelihood to extend the relationship
Relationship strength
NPS Driving advocacy in the enterprise

11. NPS Case Study in Symantec
Not only have they achieved over 50% increase in their Net Promoter Score (NPS)……but they have seen improvements in areas such as support satisfaction, support costs, and call efficiency.
Taking action on feedback
Reduce install failure rates from 11% to 0.3%
Improve installation performance 500% to achieve 43s
Improve performance and reduce memory usage from 80Mb to 4Mb
Common metric creates collaboration between departments to improve customer experience and increase loyalty
30% reduction in support costs
10-12% reduction in call times
Source: Satmetrix Symantec Case Study.
NPS Driving advocacy in the enterprise

12. Fred Hollowood fhollowood@symantec.com
NPS Driving advocacy in the enterprise