Measure Customer Satisfaction

Net Promoter Score is a customer loyalty metric. The objective of NPS is to get a clear and easily interpretable customer satisfaction score.  As it’s a standardized approach, it allows to compare results over time or between different industries.

NPS often happens via survey emails, or by calling contacts after they were in touch with your company.  Knowing that people often only provide feedback after a negative experience, how sure are you about the quality of the Net Promotor Score?

A classic survey approach

Our customer currently uses an email suvey/campaign management solution to requests contacts for their feedback. This happens on a quarterly basis. There is an average response rate of about 2%. Given that our customer operates in a niche B2B area, the quality of the NPS is limited.

The question is how this may get enhanced.  The direct question being if Salesforce may be used to follow-up on customer surveys, and if it may be used to calculate the Net Promoter Score. The envisaged process would be as follows:

  • Identify customers that were in touch with the company for both sales- and service-related questions
  • Establish a list of to-be-called contacts for these customersCalculate customer satisfaction based on classic NPS approach
  • Make outbound calls and fill in the customer responses
  • Calculate NPS based on the data entered in Salesforce

With all responses entered in Salesforce, reports and dashboards enable consolidating and publishing the customer feedback.  As people get called directly, the response rate will be much higher compared to the current process.

However, this is an intensive process.  At least one person of the team spends time evaluating who should be called, and then also making the effective outbound call to the selected contacts.

Comparing Customer Satisfaction with NPS?

How do you know if your NPS score is good or bad? According to Reichheld, the average US company scores less than +10 on the NPS, while the highest performing organizations are situated between +50 and +80.  These values may however vary considerably from sector to sector and from culture to culture.

To be able to follow the trend of your company’s Net Promotor Score, it is advised to add some open questions in your survey.  This allows to better evaluate the reasons behind the score that your customer gave.  This also allows you to make the appropriate adjustments to increase the future NPS.

Also read

AI/ML to the NPS rescue?

But still, using classic approaches either take a lot of time, or they are get very low response rates.  Would it not be easier if you could evaluate every communication that happened between your customer and your company?

Salesforce Service Cloud Voice (with Amazon Connect embedded) natively includes AI/ML services from AWS.

With Salesforce SCV, phone conversations are now captured as data. Every conversation between your customer and your agents are automatically transcribed and sentiment analysis is applied to it. The same for chat or voicebot conversations.  These conversations may all be used automatically for sentiment analysis.

As a result:

  • You don’t have to select a limited set of customer contacts to evaluate customer satisfaction. On the contrary, every communication is used to calculate customer satisfaction
  • Everything that is said (or typed) during a conversation gets used to analyze the conversation

With AI/ML integration EVERY customer interaction helps you to better understand how your customer feels about your organization.

What’s next

Do you use Salesforce and/or are interested enhancing your customer satisfactionThen let’s talk!


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