69774 EXE NPS Module

NET PROMOTER SCORE / NPS KMFL TRAINING ACADEMY

In this Module 1. About the NPS 2. The value of the NPS 3. When and how is the survey sent 4. Sample NPS SMS and email 5. How the NPS is calculated 6. What the scores mean 7. What happens to the NPS survey results

About the NPS NPS stands for “Net Promoter Score”. The Net Promoter Score is a customer loyalty measurement tool. Monthly results indicate loyal customers as a percentage therefore, regardless of a store’s size, number of eye tests conducted or revenue, the score is a trustworthy metric. One bad or negative NPS is not necessarily an indication that your store is doing badly, but when NPS scores either continue to move towards or continue to be in the RED area, there is reason to be concerned and make a concerted effort to improve customer service to win and keep loyal customers.

The Value of the NPS • It protects the lifetime value of customers. When we know we have loyal customers, then we know our store will have future business. • It enables stores to rectify problems immediately. Complaints are opportunities to improve and customers who let us know that their expectations were not met, are giving us another chance. • It is the least expensive form of marketing. Happy customers will recommend us, and this positive word-of- mouth is free.

When and How is the Survey sent The NPS Survey is sent by Head Office 21 days (3 weeks) after final invoice via SMS or EMAIL, depending on your customer’s preferred method of contact. The SMS indicates to your customer that their reply is a “Free SMS”. All customers receive the same survey question:“Please tell us how likely you are to recommend us?” Customers can indicate a rating from 0 to 10, with 10/10 being the best possible score. Your Role: Prior to the NPS survey being sent, when your customer collects their spectacles and when you follow up on the 7 Day Peace of Mind to ensure that they are completely satisfied with their choice of frames and with the service they received, do let your customers know that they will be receiving the survey question. Note that our customers are not familiar with the term “NPS”. Sample NPS SMS SMS 1 REPLY 1 SMS 2 REPLY 2 SMS 3 Thank you for visiting 0-6 Thank you for your reply. Anything Thank you for your feedback. Execuspecs! 7-8 Sorry we didn’t impress you. A The info has been sent to the Please tell us how likely you are Execuspecs representative will Execuspecs representative. to recommend us. be in touch shortly. Reply with a number between 0 (least likely ) & 10 Thank you for your reply. We ( most likely ) Free SMS value your feedback! The team at Execuspecs. 9-10 Thank you for your reply. We value your positive feedback! The team at Execuspecs.

Sample NPS email

How the NPS is Calculated NPS Number of Promoters (9-10) – Number of Detractors (0-6) Number of Ratings Score between - 100% to + 100%

What the scores mean These scores These customers are These scores indicate indicate dissatisfied neutral or indifferent. happy satisfied “Passive” customers can customers, also easily be lured away by a customers who will called “Detractors”. competitor. They were not “Promote” your store “Detractor” customers and the brand through had an experience that will impressed to the degree positive word-of-mouth. increase their likelihood of that they will tell others to “Promoter” customers are switching to a competitor come to your store. They enthusiastic and loyal, who as well as warning others to may become promoters if continually return, buy from stay away from your store. you improve your customer and “promote” your store These customers want to be service and their experience to their friends, family and happy satisfied customers colleagues.“Detractors”. who can be won over with an of your store. “Detractor” customers had an experience that will improved experience. increase their likelihood of switching to a competitor as well as warning others to stay away from your store. These customers want to be happy satisfied customers who can be won over with an improved experience. DETRACTORS PASSIVE PROMOTERS

What Happens to the NPS Survey It is important to understand why each customer gave you their score therefore all survey participants who returned a score of 0 to 7 are called by Head Office’s CRM (Customer Relations Management) team to learn how we can improve their experience. The findings of the CRM team are sent to the relevant store and Area Manager for corrective action. Making the right improvements based on the feedback of your customers can help turn passive and detractor customers into promoters and increase customer loyalty and profitable growth.