A lot of research looks into the value of different approaches to measuring customer satisfaction, and we hear the merits of customer effort versus NPS being discussed on many sites and blogs. But do promoters really matter to your business?

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For many years, organisations the world over have been grappling with the best metric to reflect the way their customers feel about their brand. From the age-old call quality to first call resolution, through to Customer Satisfaction (CSAT) and the ubiquitous Net Promoter Score (NPS), there is a measure for every angle. In the last few years however, the Customer Effort Score (CES) has become an increasingly popular approach for measuring customer satisfaction and is worthy of consideration for your company.

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Last time I talked about some basic concepts to start the NPS journey, and the importance of ensuring the score was just the start of the journey and not the outcome. A key element to becoming a customer centric organisation is engaging your front line employees. Ultimately, it is your front line team who engage with your customers and deliver outcomes.

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One of the advantages of working for an outsourcer is that I get the opportunity to understand how each of our clients is using their net promoter score to drive a better experience for their customers. Our clients are doing just that – using the feedback and score to better understand drivers of low scores and modelling what drives a customer to be a promoter.

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