How loyal are your customers?

(1)

How loyal are your customers?

The Net Promoter® Score (NPS

®

₎

Introduction into the concept and

measure-ment of the NPS

®

_{incl. integration into}

Microsoft Dynamics CRM

(2)

Agenda



Introduction to NPS

®



Implementing NPS

®

_evaluations



Screenshots

 Example: integration into SAP CRM

(3)

(4)

Introduction – why NPS

®

_?

Do you know

when a customer satisfaction survey was last

conducted?

…

how high the response rate was?

… which customer feedback this

survey yielded and which measures were derived from this? ...

how it is ensured that

these measures are also implemented in the long term?

… which of your customers

are so impressed with your services/offers that they will in all likelihood (>90%)

recommend these to friends or colleagues? ...

why this ultimate question is of

(5)

Classic customer surveys do not offer satisfactory results for the development of a growth

strategy based on customer feedback because …

Introduction – inadequate customer surveys

… many surveys are merely marketing campaigns in disguise

… transactions and relationships are often

insufficiently defined … customers' concrete

problems cannot be solved due to

anonymity

... there is little connection between surveys and

economic success

… it is extremely difficult to compare surveys from different

providers … many companies

conduct many surveys that feature many questions

… the wrong customers often respond

… deception and manipulation distort the

results

(6)

The ultimate question is posed: "What is the likelihood of company X recommending you to

a friend or colleague?"

Introduction – the functionality of NPS

®

0

1

2

3

4

5

6

7

8

9

10 Unlikely

Extremely

likely

"Promoters"

45%*

of all customers

"Passively satisfied"

25%*

of all customers

"Critics"

30%*

of all customers

45-30 = 15 NPS

®

*xx% sample values

(7)

NPS

®

_{offers clear, simple formulation of questions and the following advantages:}

Introduction – the advantages of NPS

®

 A connection exists between growth and NPS®_.

 Bain & Company has established in several studies that an increase in NPS®_{by an average of 12 points leads to a}

twofold increase in the growth rate.

Feedback on specific transactions – not anonymous. Given that customers are actively asked for their opinion

and therefore do not disappear into representative random sampling, it is possible to react accordingly.

 NPS®_{offers the opportunity to rapidly implement ideas to}

enhance the customer orientation.

 Those asked provide feedback on concrete transactions, allowing for measures to eliminate shortcomings to be formulated rapidly and simply.

No one benefits from giving dishonest responses.

(8)

NPS

®

_{records data according to seven principles:}

Introduction – how is data recorded?

Only one ultimate question is asked

1

Only a scale (0 to 10) is permitted and retained throughout

2

The right customers are addressed

3

Compiled regularly with the financial data

4

The employees responsible for the field are involved

5

Surveys are conducted without distortion to obtain reliable data

6 A simple,

comprehensible

system

Taking the seven

principles into

account enables a

solid starting point for

assessment

The connection between the values compiled and customer behaviour is safeguarded

(9)

Realisation of the NPS

®

(10)

Following successful implementation of NPS

®

_{in Microsoft Dynamics CRM, realisation of an}

NPS

®

_{survey is supported by the following process, which is predominantly mapped by the}

system.

Realisation of the NPS

®

_{survey – NPS}

®

_{procedure (relational/periodical)}

1 Plan

2

3

 Plan the NPS survey: formulate texts for the invitation and

reminder, objectives, time frame, etc.

Create the NPS®

campaign in the system

Prepare the email forms

(invitation/reminder) Select the target

group based on the criteria defined and create the workflow in the CRM

 Conduct and monitor the feedback

process

 Record further information within the scope of the feedback process Conduct the survey

(step 1 = invitation) Record and monitor

responses Conduct the

reminder campaign (step 2 = reminder)

Cluster the content Analyse all results Analyse individual

results

Prepare

Conduct

Obtain

feedback

4

5

(11)

(12)

NPS in SAP CRM 7.0 – screenshot

Example:

(13)

Example:

_surveys

Creation of a survey with a scale of 0-10 incl. a free text field

Processing of survey answers Transfer of the survey results

to the data warehouse

Automation of NPS

®

_surveys

 Definition of campaigns for automatic triggering of surveys based on pre-defined criteria  Transfer of the NPS®_surveys

sent to the data warehouse

Components of the Net

Promoter

®

_Score

technical solution in

Microsoft Dynamics CRM

(16)

Project procedure – overview

Points critical to success

 Survey online instead of via email

 Data migration survey -> system

 Linking of NPS results with existing analyses

Scope of services

 Preliminary discussions, process analysis, requirements analysis  Blueprint conception for realisation in the CRM system

 Realisation in the CRM system

(with pre-defined technologies, depending on the requirements)  Workload dependent on the KPIs and analysis combinations

(standard without changes: 2-3 days)

Evaluation Technical conception Technical realisation in the CRM system

(17)

Thank you for your attention!

10.10.2012, # 17

The essence of CRM

Technologies

Processes

People

maihiro

(18)

(19)

Imprint

10.10.2012, # 19 Germany maihiro GmbH

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