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Abstract
Most companies today see the need to become more customer focused. The Net Promoter system - which reliably links customers' attitudes to their behavior - offers a broad set of tools and techniques to help accomplish this goal. Among the most powerful Net Promoter tools is closing the loop. Whether it's thanking customers for their feedback, probing for the root causes of their dissatisfaction, or taking follow-up action, closing the loop allows you to realize the full benefits of the Net Promoter system. In this chapter, world-renowned expert on loyalty economics Fred Reichheld and his Bain colleague Rob Markey explain how Net Promoter companies have learned to close the loop with customers on three levels: at the front line, at the middle-management level, and at the senior executive level. With compelling examples from Verizon Wireless, Apple Retail, Logitech, LEGO, Intuit, and others, the chapter shows why companies often cite one key to the successful implementation of the Net Promoter system: hardwiring customer feedback into their daily operations and then closing the loop by talking to individual customers - whether they're delighted ‘promoters’ or unhappy ‘detractors’ - and using that information to respond appropriately. Net Promoter ‘star performers’ such as Apple Retail, Charles Schwab, Rackspace, and Intuit consistently work to contact every detractor within twenty-four hours. Most achieve this target ninety percent of the time. How often does this happen in your organization? This chapter was originally published as Chapter 8 of ‘The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World.’ This chapter is excerpted from ‘The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World'.
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Abstract
Most companies today see the need to become more customer focused. The Net Promoter system - which reliably links customers' attitudes to their behavior - offers a broad set of tools and techniques to help accomplish this goal. Among the most powerful Net Promoter tools is closing the loop. Whether it's thanking customers for their feedback, probing for the root causes of their dissatisfaction, or taking follow-up action, closing the loop allows you to realize the full benefits of the Net Promoter system. In this chapter, world-renowned expert on loyalty economics Fred Reichheld and his Bain colleague Rob Markey explain how Net Promoter companies have learned to close the loop with customers on three levels: at the front line, at the middle-management level, and at the senior executive level. With compelling examples from Verizon Wireless, Apple Retail, Logitech, LEGO, Intuit, and others, the chapter shows why companies often cite one key to the successful implementation of the Net Promoter system: hardwiring customer feedback into their daily operations and then closing the loop by talking to individual customers - whether they're delighted ‘promoters’ or unhappy ‘detractors’ - and using that information to respond appropriately. Net Promoter ‘star performers’ such as Apple Retail, Charles Schwab, Rackspace, and Intuit consistently work to contact every detractor within twenty-four hours. Most achieve this target ninety percent of the time. How often does this happen in your organization? This chapter was originally published as Chapter 8 of ‘The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World.’ This chapter is excerpted from ‘The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World'.