Global Athletic Apparel and Equipment Company Opens New Channels to Get Closer to Customers, Launches Net Promoter Score Program to Tap and Deepen Relationships
New sales channel equals new opportunity to deepen customer relationships
“How are we doing? What can we do better?” That’s what a leading global apparel and products company wanted to know about a newly launched Website that had already achieved what most firms would consider success, attracting more than 3 million visitors each month. But visitor count wasn’t enough for leadership at this company, renowned for its voice-of-the-customer-focused culture and business practices; management considered the site’s initial success merely an invitation to deepen customer relationships.
Net Promoter Score measures customer loyalty—and helps drive tomorrow’s profitability
Deepening relationships the right way requires systematizing conversations with customers, which is why management quickly began exploring ways to systematically gather customer feedback. The goal: to increase satisfaction and, ultimately, the profitability of this new, young product division.
On the agenda: the Net Promoter Score, or NPS, a widely used customer loyalty metric the company was already leveraging elsewhere in its operations. Based on customers’ answers to just one question—“How likely would you be to recommend us to your family or friends?”—NPS’s premise makes intuitive sense: companies whose customers promote them perform better than companies whose customers do not. NPS has been closely tied to profitability, offering executives a new window into possible future performance.
Medallia meets the criteria, promises to implement the NPS program within six week
Many vendors help enterprises implement the Net Promoter Score methodology—but not all do so equally. For this particular implementation, the company sought a vendor that could not only capture baseline NPS data and track trends over time, but also provide real-time access to survey results through an online NPS reporting application, implement the program in less than six weeks, and scale with the worldwide growth of the custom-design division and the enterprise overall.
After meeting with several enterprise feedback management vendors, the company selected Medallia for its superior reporting application—NPS-like in its simplicity and intuitiveness—and for its talented client services team, which was experienced in executing global satisfaction and NPS programs. Medallia, which had other aggressive implementation timetables under its belt, also guaranteed that the new NPS program would be up and running within six weeks.
New end-to-end NPS program provides real-time NPS data and drives action
Six weeks later, the firm began enjoying the fruits of its new seamless, end-to-end NPS program, which channels relevant data to the right individuals throughout the company and holds every touchpoint accountable for its contribution to NPS performance.
Today, customers of the new channels complete an NPS questionnaire, which asks the key NPS question and three additional qualitative ones. System users have real-time access to data through visual dashboards, which include a goal-setting feature that lets users set and prioritize realistic NPS improvement targets and helps determine which actions to take to reach them. Users also leverage Medallia’s unique comment mining feature, which displays word clouds from customer surveys, adding rich, qualitative context to otherwise quantitative data.
The new system also generates automatic alerts when customer ratings fall below preselected NPS performance levels, empowering users to act quickly to save at-risk relationships. The end result is just what the Net Promoter Score promises: a company equipped to quickly cater to its customers’ desires and requirements, creating a groundswell of loyal promoters who actively and willingly recommend the firm to others.
