NPS What to avoid; How to Resolve - The basic steps to ensure you make the most of your NPS campaign.

1. So you have
decided that
the Net
Promoter
Program is for
you?
How to make NPS work for you:
What to avoid; How to resolve
NPS is a beneficial
Research tool
because it’s
simplicity engages
customers, but
more importantly it
engages your
employees. At
one2one we have
been undertaking
research analysis
for external clients
over many years.
In an age where
one person’s
opinion can be
accessed by
thousands with
ease, businesses
are turning to a
more customer-
centric approach to
business strategy.
Customer research
projects are easy to
undertake, but
difficult to turn in to
tangible benefits.
Here is a guide on
how to make NPS
work for you.

2. Sample Size… Where to
begin
How big a
sample size
should I
incorporate to
provide a
sufficient
overview of my
business?
In B2C
environments, we
tend to adopt a
“random sampling”
strategy that applies
to ‘generic’
customers as
oppose to looking at
specific
demographics.
A telephony
approach has been
proven to be most
viable in terms of
success rate, a
reduction in the
“margin of error” and
finally and most
importantly –
provides the most in-
depth feedback.
There is no one unique formula that dictates a specific
percentage of your customer base, you should sample.
See below for tips on strategies.
B2B environments
tend to use a more
specific strategy in
gathering a sample
known as the
“80/20” rule.
20% of your clients
provide 80% of
your revenue. So
make sure +80% of
your sample is
dictated by that
20%!!!

3. Surveys…I want to know
everything!Finding the balance between creating an informative
survey and keeping the customer engaged can be tricky.
Here’s how we look to overcome this.
I want to know
the opinion of
my entire
business.
Surely the more
I ask the more I
will find out?
Customer
Research is
designed to ensure
your business
engages in
practices that
benefit the
customer.
This salient point
filters all the way
through to the
survey you are
asking a customer
to take time out of
the day to
complete.
When creating a
survey, you should
identify the key
touch-points along
the customer’s
journey or ‘corridor’
Utilise these as the
key focus to create
a succinct survey.
The longer the
survey, the less
engaged a
customer will
become. The less
engaged, the lower
the validity of their
vocalised opinions
become.

4. So much data; Where do I
begin?Customer Research isn’t the job of one person. The NPS
methodology includes the apt phrase – a ‘Top Down’
approach.
This is great,
getting so much
feedback, but I
can’t react quick
enough. What
will the
customers
think?
“Closing the loop” is
the essential
evaluation and
reaction that
provides tangible
benefits to Customer
Research Projects.
Speed is of the
essence in response
to feedback.
Ensuring you have a
team at hand to deal
with customer
response, will ensure
customers feel
valued and validate
the perception that
their feedback
serves a purpose.
As alluded to in the
opening slide, the
simplicity of NPS,
throughout the full
cycle should allow
for full engagement
from employees.
From ‘entry’ level
staff through to
Directors, everyone
needs to understand
the purpose of
research and want to
understand the
business’ culture

5. I can see numbers, but what do
they mean?
An avalanche of stats means very little and, if anything
will disengage the employees trying to decipher it. Here
we look at how to manage the data.
8..9..3..6.. Ok, so
what does this
spreadsheet
actually mean
and how do I
decipher it?
NPS is a tool that
needs to be
measured over time,
tracking trends and
metrics as the
measure of success.
Investment in to a
system that monitors
your database and
results, is vital to
provide an efficient
way to provide
actionable analysis
that can be
presented to the
board.
Storing and utilising
historical data will
provide the
framework for
reporting.
Similarly using a
Third Party who
specialise in
research can be
beneficial to
resource, both
financially and
manpower. Their
impartial viewpoint
can also prevent
‘gaming’ the
system.

6. Summary
Sample Size –
B2C - ‘Generic’
undefined sample.
Random instead of
specific
demographics
B2B – utilise the
80/20 rule
Surveys – Identify
key touch points
along the customer
journey and keep it
relatively short.
Engagement is key!
Data Usage –
Dedicate a team to
monitor
performance and
ensure the entire
business is bought
in to the project.
Closing the loop is
vital and speed is of
the essence.
System – Ensure
investment in
systems to
maximise the data
provided and create
an outlet for
analysis and
reporting
Thank you for
taking the time
to read this. For
more information
visit www.nps-
surveys.co.uk
Here, below is a summary of what was discussed. NPS is
a concept developed for and by Satmetrix with whom
one2one have a full official accreditation.