Survey Outsourced Partners Like Employees
By Nick Tubis, Chief Marketing Officer
Every company we talk to is interested in improving their customer experience and turn consumers into brand evangelists. But most companies we talk to are doing it all wrong. They approach customer service improvements by focusing on customers first via the Net Promoter Score (NPS).
The NPS is the answer to a simple question: “How likely are you to recommend this business to a friend or colleague?” The result is an index from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others.
Scores from 0 to 6 are called “Detractors,” who are much less likely to purchase again and could harm the company’s reputation through complaints. Answers in the 7-8 range are called “Passives,” who could easily switch due to lower prices other transactional factors. The highest scores of 9-10 are “Promoters.” They are more likely to be repeat buyers and enthusiastically recommend your products or services.
Since it was launched in 2003 by Bain & Company, many successful companies have come to rely on NPS as an indicator of business health. Companies use the NPS as a target to motivate employees to provide the best customer service possible. The goal is to convert customers who rated the company low on the scale into promoters who will promote the company organically, leading to increased revenues.
Unfortunately, most companies don’t realize their customer NPS has its roots in the their employee NPS, or eNPS. To make a real, lasting impact on your NPS, start with the people who are the face of the company to your customers.
Are Your Employee Promoters?
The eNPS asks the question, “On a scale of zero to ten, how likely is it that you would recommend this company as a place to work?”
Those who answer 9-10 are considered “Promoters,” the most loyal group who enthusiastically recommend employment at your company. Those in the 7-8 range are “Passives,” not totally negative but not loyal either. Scores of 6 or lower are given by “Detractors,” are not likely to recommend their friends or family work at the company. It’s vital to found out the “why” behind these answers.
The eNPS score should be used along with other surveys and feed back channels as part of a larger culture management effort.
Why is eNPS so important? It drives your overall NPS.
Research has shown that companies with high employee scores also have higher customer scores. The happier and more engaged your employees are, the happier your customers will be.
Use eNPS with Outsourced Partners
Now here’s the big question: if you use eNPS or other employee survey, do you also include your outsourced customer support partners?
You should hold your outsourced vendors to the same high standards you place on your internal teams. After all, these employees are in direct communication with your customers. Most customers don’t care whether the person they are talking to on the phone is outsourced or in-house. That person IS the brand during that call.
Work with outsourced partners that are willing to administer the eNPS or other surveys. You should use the same survey you use internally. And hold your partners accountable to improve their scores.
The outsourced partners are part of the voice of the company speaking to your customer. They deserve, and require, as much attention as you would give to in-house employees. Make your outsourced support center partners part of your culture to boost your company’s NPS results.