I was at the recent Satmetrix’s 8th Annual Net Promoter Customer Experience Conference where Richard Owen, President and CEO of Satmetrix, gave the keynote: Friends with Benefits or Enemies with Consequences: The promoter-driven economy and the next decade of innovation in customer experience.
In his presentation, Richard explained that Satmetrix sees three types of NPS adopters that they call Method Actors, Action Junkies, and Data Detectives:
Method Actors adopt the Net Promoter Score (NPS) methods only – they have little or no focus on the data or developing action plans… basically they “talk the talk but don’t walk the walk.”
Data Detectives have sophisticated analytic models to determine root cause but are not necessarily good at closing the loop.
Richard’s point? You have to have all three – good data, processes, and take action to have a successful Customer Insight program. You can have great data but if you don’t have a process to enable that data into action then that does you no good. You can have a great process – but without data or action – its does nothing for you. And you can be responsive – but responsive without good data and a process creates a whole new set of problems.
Are you monitoring, measuring, and improving your customers’ experience? Are you getting good data – the right data? Do you have analytic models to help you make the optimal decisions? Do you have a process in place that enables your customer insights to determine root cause, develop action plan, and close the loops to deliver the best outcomes? I hope so. We’ll discuss more on how to do this in future posts.