The Doug Williams Group - Taking Action

Convert Customers Into Promoters

Research clearly supports that there is a strong correlation between a company’s growth rate and the percentage of its customers who are “promoters”. Promoters are those customers who are extremely likely to recommend a company to a friend or colleague. Customer responses to the following “ultimate question” quantify the extent to which you are converting your customers into promoters:

What is the likelihood that you will recommend (company X) to a friend or colleague?
Not Likely At All Extremely Likely
0 1 2 3 4 5 6 7 8 9 10

Based on response, customers can be grouped into 3 categories: Detractors (response 0-6), Passive Supporters (response 7-8), Promoters (response 9-10)

If a customer is a detractor a service recovery survey scenario is appropriate:

Response 0-6

If a customer is a passive supporter a process satisfaction survey scenario is appropriate:

Response 7-8

If a customer is a promoter, we have achieved our goal.

Response 9-10

This survey structure provides the ability to give our clients the “ultimate answers” through robust reporting.

On a daily basis service recovery incidents are reported to ensure follow-up by management within a 24 hour timeframe.
On a weekly basis comments are reported to ensure follow-up by process improvement teams.
On a monthly basis data trends and the Net Promoter Score (NPS is calculated by subtracting the percentage of detractors from the percentage of promoters) are incorported into our client’s corporate performance scorecard.

Catholic Health Services uses a unique combination of telephone, in-person, and touch screen surveys to measure satisfaction of discharged patients, nursing home residents, home health patients, outpatient clinic patients, and purchasers of cemetery contracts. The data collected is statistically valid; they gather detailed comments and improvement suggestions, and they have integrated NPS into their corporate performance scorecard.

Sonesta Hotel and Suites Coconut Grove uses touch screen computers placed at their registration desk to capture guest satisfaction feedback at checkout. They offer an “express survey” and “full survey” option to guests and also provide links to the survey on their website and in emails they send to guests. They also use the survey to capture the emails from guests who are interested in future promotions, which supports their marketing efforts. Click here to see a sample report.

Survey systems like those I have described are inexpensive ways to get “realtime” information to help you retain customers and secure referrals. If you would like more information about how to apply touch screen data entry methods, Net Promoter Score, or would like a complimentary copy of Harvard Business Review’s article: The One Number You Need to Grow, please contact Ms. Shazmin Bhanji, Vice President of Business Development at 305-598-9880 or via email at shazmin@thedougwilliamsgroup.com

If you have a question about this month’s topic or feedback about Taking Action, please contact me at 305-598-9880 or via email at doug@thedougwilliamsgroup.com

Warm regards,

Doug Williams
Chief Executive Officer
The Doug Williams Group, Inc.

The Doug Williams Group is a results-oriented professional services firm that specializes in all aspects of performance improvement. Serving all industries, the firm helps its clients improve customer satisfaction, improve employee satisfaction, and increase profitability.

8900 SW 107 Avenue, Suite 302 Miami, Florida 33176-1451 Phone: 305-598-9880 Fax: 305-598-9580
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