Summary made by

Dirk De Boe - Creashock

www.creashock.be

+32 474 949448 (mobile)

http://be.linkedin.com/in/dirkdeboe

http://twitter.com/dirkdeboe

Customers used to stay loyal to you out of

• Loyalty• Ignorance• Inertia

But

• Times are changing• Other companies are interested in your customers• People are better informed• They want to be treated like you want to be treated (=

Golden Rule)

Net Promoter Score

• Answer to only 1 question : How likely is it that you would recommend this company to your friend or colleague?

• Promoters : 10 (extremely likely) / 9 (very likely)

• Passive : 8 / 7

• Detractors : 6 to 0 (not at all likely)

Customer behaviour

• Little correlation between customer satisfaction and actual customer behavior (purchasing intention). Big emotional component !!!

• Customers refer if – Your product / service has value– They feel good about the relationship

• Each negative comment neutralizes 10 positive points

• It’s the behavior (not the scores) that define promoters, detractors and passives => it’s the behavior which fuels the drive for growth

Simplify your surveys

• Make the language for customers more simple and clear. Avoid jargon.

• Avoid question creep. People hate long lists of questions

• Short surveys, high response

• The Ultimate Question + a few additional questions should do

Get NPS in your organisation

• Set up an NPS measurement system if you believe delighting customers is the path for growth.

• Link NPS scores to corporate recognition• NPS scores should be part of monthly operational reports• Communicate NPS at every level• Move NPS out of the marketing department• Track NPS at each intervention with the customer• Design Value Propositions that focus on the right

customers. Deliver to these Value Propositions. Bust the silo’s. Develop your company’s ability to do this over and over again

Get NPS in your genes

• Hire and fire to inspire. Building a consumer centric culture begins with the right people and the right values

• Train people in consumer centricity

• Reward employees for outstanding customer service

Interact with the consumer

• Close the loop : when a problem is solved, call the customer• Create fora / dialogues to exchange best practices. Organize round

tables with customers.• Customers gets a phonecall from a Harley Davidson retiree who

knows the product very well• Aim for high response rate from the right customers• Use 3th parties to ask the questions. People tend to be more open to

them• Negative feedback is more likely to be given by e-mail• Listen to your promoters to focus your innovation investment• Spend time on your existing customers. Some companies are

spending more resources on marketing and acquisition of new customers

• Sometimes new customers get rewards which does not count for your loyal customers

Your customer distribution

C(ore)BA

E DF

PROFIT

NPS

Work on your customer distribution

1. Invest in your core segment (C)

2. Reduce bad profits (A)

3. Get bad profits, bad NPS (F) up or out

4. Find additonial promoters

– D => C

– B => C

The New Yorker

• Organize home coming events• Long weekends with lectures, artists,

poetry, readings, …• Writers and editors interact with core

readers, both to get feedback and learn more about their profiles, concerns and interests

• Political roundtables, panel discussions, author breakfasts

• More than 20.000 attendees!• Forum for reader submissions

• Encouraging book reviewers to comment on offerings and community voting

• Nurturing a creative community encouraging book reviewers to comment and grade the publications that the company offers for sale

• Invite customers to post critiques on books they had read. Then it enabled customers to rate the quality of the book reviews as well as the books themselves. Community voting was the next step

• Launched a web-based community for graphic designers and developers. Goal was a destination site that would help customers be more productive and creative and would also help them in managing their careers

• Adobe Studio Exchange serves more than 1,5 million regular visitors• Forum allows designers to meet online and discuss current challenges

and potential solutions• In 2002 Studio Exchange contained more than 5000 files with

contributions from 180.000 members• Vital element is the rating process to recognize the best contributions.

Members rate contributions which is a powerfull magnet to attract and retain the best contributors

’s values

• People are basically good• Everyone can contribute• Open en honnest environment brings out the best in

people• Respect everyone as unique• Treat others as you want to be treated

=> eBay Live program : creating customer communities, attracting thousands of eBay users and employees to compare notes, promote their wares and learn form each other

• Senior executives make annual outings to Harley Owners Group gatherings

• They stay current with their customer community as well as with the dealers who sponsor the gatherings

• The rallies not only enhance the customer experience, but also provide the company with a window in the priorities and creativity of their most enthusiastic buyers

• Some of the insights for new Harley models and accessories started out as customized additions to bikes proudly shown at one of these events

• Lego offers various kinds of support to local clubs and exhibitions where members can show off their creative designs

• As Lego distributes its products through retailers, it is difficult to get face to face with the customer. So they developed information packets that review best practices for putting on a successful event including peer voting

• Several model kits have been based on winning designs at these exhibitions

• LegoFactory.com offers tutorials on how to download and use Lego’s digital design software package which lets customers invent new kits just like professional designers

• Creaboost lectures

• Trainings creative thinking

• Coaching brainstorms

• New products, services, strategies and business models

• Innovation trajects and innovation culture

dirk.deboe@creashock.bewww.creashock.be

@dirkdeboe+32474949448