NPS: Measure Customer Loyalty AND Drive Company Culture by Focusing on the Dynamics of Enthusiasm

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The majority of companies spend most of their time focusing on non-customers and dissatisfied customers. Most of the time the most valuable customers and employees are neglected. But what will happen when you start focussing on your superpromoters, the most enthusiastic customers and employees who spread their enthusiasm and infect others with it? Rijn will show that companies who do this will change their companies culture. They become more customers centric and become more successful on every aspect of their business. This has major implications for marketing, market research and implementation of customer relation systems like NPS.

Business

Kaya van Enckevort
Qualtrics Account Executive
Benelux
Rijn Vogelaar
Former CEO Blauw Research,
The Superpromoter Academy

HELLO, MY NAME IS RIJN VOGELAAR
Superpromoter Academy

NOTHING GREAT WAS
EVER ACHIEVED
WITHOUT ENTHUSIASM
RALPH WALDO EMERSON

BLINDNESS
ENTHUSIASM
WHY ARE WE BLIND?
1. FOCUS ON IMPROVEMENT
2. FOCUS ON COMPLAINTS
3. ENTHUSIASM IS NAIVE

NET PROMOTER SCORE
10 9 8 67 5 4 3 12
EXTREMELY LIKELY
PROMOTERS
0
DETRACTORS
HOW LIKELY IS IT THAT YOU WOULD
RECOMMEND OUR
COMPANY/PRODUCT/SERVICE TO A FRIEND OR
COLLEAGUE?
NOT AT ALL LIKELY

COMMON NPS MISTAKES ...
A DETRACTOR IS A CRITIC
NPS IS ONLY USED AS A WAY TO IMPROVE
HIGHER NPS => FOCUS DETRACTORS & PASSIVES
% PROMOTERS = ENTHUSIASM METRIC
HIGHER NPS => FOCUS (SUPER)PROMOTERS
POINTS FOR IMPROVEMENT BY (SUPER) PROMOTERS HIGHEST PRIORITY!

SUCCESS MOTIVATION /
STRATEGY
CO-CREATION
WHY RELEVANT?
MARKETING/ SALES SERVICE/ HR/ STRATEGY DEVELOPMENT/ DESIGN

The
Antipromoteris outspoken & negative
shares negativity
is influential

The Ultimate Battle
superpromoters
antipromoters
versus

DOUBLE FEEDBACKLOOP
HIGH NPS SCORE
3.
IMPLEMENT
SUPERPROMOTER
SUPPORT PLAN
2.
SUPERPROMOTER DEE
DIVE
1.
SUPERPROMOTER
PROFILER
SHOW
APPRECIATION
LOW NPS SCORE
ANALYSE
1.
3.
IMPLEMENT
IMPROVEMENTS
2.
DEEP
DIVE
SOLVE
PROBLEM

AT MY HOME
67%
AT PARTIES/BIRTHDAYS
28%
IN PRIVATE SOCIAL
GATHERING
28%
AT WORK
72%
SHARERS
AT WEDDINGS
9%
AT FAMILY
FUNCTIONS
40%
12%
0%
PHILIPS SUPERPROMOTERS IN INDIA

1
2
3
CHALLENGE ON STRENGTH
PLEASURABLE
(POSITIVE) FEEDBACK

CUSTOMER CENTRICITY
FLOW
CREATE ENTHUSIASM

(POSITIVE)
FEEDBACK
CREATE
ENTHUSIASMFIND YOUR
OWN
ENTHUSIASM

THE FLOW OF
ENTHUSIASM
POSITIVE START
(MEETINGS)
COMPLIMENTS
POSITIVE STORIES

WHICH STEPS?
1
DEFINE
+FIND
2
LISTEN
+UNDERSTAND
3
ASSIST

Superpromoters lead the way
42
Mo the shoemaker

VertrouwelijkInterne rapportage | 45
Living on minimum for a month

VertrouwelijkInterne rapportage | 46
Coffee card

SUPER-
PROMOTER
SUPPORT
KNOW THEM
CREATE (MORE) ENTHUSIASM
SUPPORT SHARING
& ENLARGE INFLUENCE

Twitter: @rijn
WWW.SUPERPROMOTERACADEMY.COM
LINKEDIN: Rijn Vogelaar
rijn@superpromoteracademy.com

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1. NPS: MEASURE CUSTOMER LOYALTY AND DRIVE COMPANY CULTURE BY FOCUSING ON THE DYNAMICS OF ENTHUSIASM FLAME, FLOW, FLOOD RIJN VOGELAARWWW.SUPERPROMOTERACADEMY.COM

3. Kaya van Enckevort Qualtrics Account Executive Benelux Rijn Vogelaar Former CEO Blauw Research, The Superpromoter Academy

4. HELLO, MY NAME IS RIJN VOGELAAR Superpromoter Academy

5. ENTHUSIASM IN MY PERSONAL LIFE

6. NOTHING GREAT WAS EVER ACHIEVED WITHOUT ENTHUSIASM RALPH WALDO EMERSON

7. BLINDNESS ENTHUSIASM WHY ARE WE BLIND? 1. FOCUS ON IMPROVEMENT 2. FOCUS ON COMPLAINTS 3. ENTHUSIASM IS NAIVE

9. NET PROMOTER SCORE 10 9 8 67 5 4 3 12 EXTREMELY LIKELY PROMOTERS 0 DETRACTORS HOW LIKELY IS IT THAT YOU WOULD RECOMMEND OUR COMPANY/PRODUCT/SERVICE TO A FRIEND OR COLLEAGUE? NOT AT ALL LIKELY

10. COMMON NPS MISTAKES ... A DETRACTOR IS A CRITIC NPS IS ONLY USED AS A WAY TO IMPROVE HIGHER NPS => FOCUS DETRACTORS & PASSIVES % PROMOTERS = ENTHUSIASM METRIC HIGHER NPS => FOCUS (SUPER)PROMOTERS POINTS FOR IMPROVEMENT BY (SUPER) PROMOTERS HIGHEST PRIORITY!

11. SHARE INFLUENCE ENTHUSIASM

12. SUCCESS MOTIVATION / STRATEGY CO-CREATION WHY RELEVANT? MARKETING/ SALES SERVICE/ HR/ STRATEGY DEVELOPMENT/ DESIGN

13. SHOULD WE ONLY BE POSITIVE?

14. The Antipromoteris outspoken & negative shares negativity is influential

15. The Ultimate Battle superpromoters antipromoters versus

16. DOUBLE FEEDBACKLOOP HIGH NPS SCORE 3. IMPLEMENT SUPERPROMOTER SUPPORT PLAN 2. SUPERPROMOTER DEE DIVE 1. SUPERPROMOTER PROFILER SHOW APPRECIATION LOW NPS SCORE ANALYSE 1. 3. IMPLEMENT IMPROVEMENTS 2. DEEP DIVE SOLVE PROBLEM

17. AT MY HOME 67% AT PARTIES/BIRTHDAYS 28% IN PRIVATE SOCIAL GATHERING 28% AT WORK 72% SHARERS AT WEDDINGS 9% AT FAMILY FUNCTIONS 40% 12% 0% PHILIPS SUPERPROMOTERS IN INDIA

18.

19.

20. FINDINGTHEFLAME

21.

22. 1 2 3 CHALLENGE ON STRENGTH PLEASURABLE (POSITIVE) FEEDBACK

23. CUSTOMER CENTRICITY FLOW CREATE ENTHUSIASM

24. Enthusiasm Management by Ritz employees

25. (POSITIVE) FEEDBACK CREATE ENTHUSIASMFIND YOUR OWN ENTHUSIASM

26. POSITIVE FEEDBACK

27. THE FLOW OF ENTHUSIASM POSITIVE START (MEETINGS) COMPLIMENTS POSITIVE STORIES

28. CREATING A FLOOD

29. PROMOTERS CREATING WAVES OF ENTHUSIASM

30. ACTION SUPERPROMOTER

31.

32.

33. CO-CREATING WITH SUPERPROMOTERS

34. INNOVATION BY CO-CREATING WITH SUPERPROMOTERS SUPERPROMOTERS … … ARE MOTIVATED … HAVE KNOWLEDGE OF BRAND & COMPETITORS … HAVE SOCIAL INTELLIGENCE … BECOME MORE ENTHUSIASTIC & SHARE THE STORY

35. LEGO SUPERPROMOTERS

36.

37.

38. LEGO EVENTS

39. WHICH STEPS? 1 DEFINE +FIND 2 LISTEN +UNDERSTAND 3 ASSIST

40. 3 CASES SUPERPROMOTER ACADEMY COMPANIES

41. NPS -82 CHANGE MANAGEMENT

42. Superpromoters lead the way 42 Mo the shoemaker

43. EMPOWER YOUR PEOPLE

44.

45. VertrouwelijkInterne rapportage | 45 Living on minimum for a month

46. VertrouwelijkInterne rapportage | 46 Coffee card

47. NPS 0-65 eNPS +35-35

48. SUPER- PROMOTER SUPPORT KNOW THEM CREATE (MORE) ENTHUSIASM SUPPORT SHARING & ENLARGE INFLUENCE

49.

50. Twitter: @rijn WWW.SUPERPROMOTERACADEMY.COM LINKEDIN: Rijn Vogelaar rijn@superpromoteracademy.com

51.

52. Q&A

Notes de l'éditeur

http://www.wired.co.uk/news/archive/2014-04/23/lego-cuusoo-rebuilds-as-lego-ideas
Fix
En eerlijk gezegd was dit niet een enorme verrassing. We hadden onze klanten wel gehoord, maar niet echt geluisterd. En nu werden we gedwongen om te luisteren. Met deze eerste inzichten ben ik alle teams binnen het bedrijf langs geweest. Van IT tot aan sales, van HR tot Fulfilment, van Customer Care tot aan onze directieleden. Ik wilde namelijk alle 600 medewerkers persoonlijk spreken. Ik wilde het gesprek aangaan en bewust wording creëren. En vooral stil staan bij – wat kun jij persoonlijk hieraan bijdragen? Deze sessies hebben mij ook heel veel geleerd. Intern hadden we namelijk ook uitdagingen. Op een dag had ik 4 verschillende afdeling achter elkaar gepland. Dit waren sessies van 1 uur en ik verwelkomde de ene na de andere groep. Ik had eerst een Customer Care groep, dan een Sales groep, gevolgd met Fulfilment en IT. Ik maakte een soort mini reis door onze organisatie. Heel vergelijkbaar zoals Mo of andere klanten van ons die zouden doorlopen. Wat ik namelijk zag is dat deze cruciale afdelingen elkaars werelden niet of nauwelijks kenden en elkaars uitdagingen niet begrepen.

NPS: Measure Customer Loyalty AND Drive Company Culture by Focusing on the Dynamics of Enthusiasm

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Notes de l'éditeur