NPS BASICS AND BEYOND
Use Emotional Stories to Drive Executive Engagement with NPS Insights
Communicating NPS Results to Executives

Use Emotional Stories to Drive Executive Engagement with NPS Insights

key takeaway

Communicating NPS insights to executives requires relevance. Consider how your CX report will help them achieve strategic goals, and appeal to both rationality and emotion.

Best Practice

Traditional approaches to communicating NPS insights tend to be almost totally ineffective with senior executives. We’ll look at what’s all too common and advise on a better approach.

In typical reporting to executives, CX leaders provide color-coded scorecards that show how each business is doing. External comparisons are rare. Suggestions about how to improve negative trends are even more rare. The data sources are limited and the focus on numbers is excessive. Senior executives who see a series of red-coded data for their department simply delete the email, as it has no effect on their day-to-day work or future plans.

Let’s look instead at a good data-driven approach, followed by a great story-based approach.

For a data-driven approach, we’ll take the example of a company that sells security software. A traditional approach to CX reporting would simply be to provide the NPS trends and the top improvement suggestions made by customers. Good, but not good enough. A modern approach is to combine this with operational data. Show the new account activation trends for the SaaS version of the software. Show the number of data intrusion attempts and breaches by product. Cover the financial value of contract renewals, compared to the prior month or quarter. In other words, combine CX data with the information leaders use to manage their business on a daily basis.

That is a good approach to management, but not yet a great approach to communication. Making it real for executives requires stories. It requires input from people they recognize. The most powerful stories are those that come from customers. Let’s suppose that your security software company is starting to see a new type of attack and that clients’ customer data has indeed been stolen. You could begin your CX report to senior leaders with a quote from a customer who has been a victim of the new attack. A video interview would be better still. Stories help to make the following information personal and emotional.

Our rational selves want to believe that data and scorecards should be enough. But emotion-generating customer stories are a more effective method of grabbing the attention of senior leaders and getting potential actions to the top of their priority lists.

go beyond
basic nps communication

Good habits about NPS communication will set you up for long-term success. Even so, you can only get so much out of the act of communication until you have the kinds of data, analysis, actions, and outcomes that will really hold the attention of your customers and internal stakeholders. As you build out better data and analysis, and as your programs becomes more nuanced and sophisticated, be ready to adjust your communication strategy. 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.