NPS BASICS AND BEYOND
NPS Reporting on Customer Segments Drives Insight and Action
Insights by Customer Segment

NPS Reporting on Customer Segments Drives Insight and Action

key takeaway

NPS reporting should provide actionable insights, but overall averages are unlikely to be useful. Engage your audience and drive improvement when you report by customer segment.

Best Practice

Your relationship survey should ask the Likelihood to Recommend question, but a few others that uncover drivers of satisfaction and brand promise insights. This should give you at least the following segmentation:

 

  • Promoters, Passives and Detractors usually have differing driver analysis results. We suggest providing the top three drivers for each, adding color by including the top improvement suggestions seen in responses to open questions.
  • It can be particularly interesting to consider repeat responder trends separately from first-time responses. If repeat responders have seen you implement the main improvements they have suggested, they should show a positive trend. Naturally, if you have done nothing with their suggestions, you should expect a negative trend.
  • In B2B situations involving large customers it can be useful to separate the answers of decision-makers from those of decision-influencers and end users. Consider the example of a company that provides restaurant services for large clients. The views of the procurement leadership matter far more than the views of individuals who simply eat the food.
  • Most B2B companies have customers who vary substantially in size. Presenting results for the top 50 customers in addition to the overall averages will provide interesting perspectives. When doing so, adding relevant quotes from named executives of the largest clients is particularly useful in motivating people to act.
  • Demographic splits can be useful. For example, we have frequently seen that men and women give substantially different responses when asked about high-tech products.
  • And don’t forget to tie survey subsets to operational data. For example, an e-commerce company could look at how responses and suggestions differ between customers who received their deliveries as promised compared to those who did not. This will also demonstrate to executive leadership that CX reports are not an isolated phenomenon but are an integrated part of your company’s performance.

go beyond basic nps reporting

It’s very common for colleagues and executives to challenge the data from NPS programs, even when these foundational best practices are in place. Those challenges often expose the hard truth that customer experience data is not good enough. Even smart analyses and weighting strategies aren’t enough to overcome the fundamental deficits in the underlying data set. There’s no way around it: You’ll need more complete data to build a program that delivers real outcomes. To get there, download our guide, take our comprehensive training course, or read about the future of NPS.

REPORT

The Complete Guide to NPS Basics and Beyond

TRAINING

Leading an Outcome- Oriented
CX Program

REPORT

The New NPS
Manifesto

REPORT

The Complete Guide to NPS Basics and Beyond

TRAINING

Leading an Outcome- Oriented
CX Program

REPORT

The New NPS Manifesto

ABOUT OCX COGNITION

OCX Cognition delivers the future of NPS. We ensure customer experience success by combining technology and data science with programmatic consulting. In our Insights section, we present a comprehensive and evolving collection of resources based on our research and expertise, collected for CX leaders committed to delivering business outcomes.