Our Thinking

We believe that developing strategy is relatively easy. Organisations are filled with visions, missions, values, customer service charters/promises, etc. The real challenge is to embed these strategic intentions into regular disciplines. This focus on relentless execution is what guides our core philosophy.

Our thinking is guided by tried and tested methodologies that have paved the path for industry leaders and provided great success to businesses worldwide. We utilise a variety of marketing, branding, customer and cultural methodologies which we are constantly adapting and evolving. However, two key elements that are integral to the way we strategise is the Net Promoter Score® & the Total Engagement Model®.

Net Promoter Score

Word of mouth is the most trusted and powerful channel of communication. Studies show that organisations with high recommendation scores grow at a much faster rate (up to 4X) than organisations with low recommendation scores (Source: London School of Economics). However, creating experiences worthy of recommendation is more difficult than it seems. Customers recommend you to others ONLY if you offer a distinct value proposition and/or a great customer experience.

To guarantee success you need to move beyond merely ‘satisfying’ customers to creating Promoters for your brand. To do this many organisations are embracing the Net Promoter Score discipline developed by Fred Reichheld.

Essentially the NPS discipline makes organisations ask themselves – “Are we doing enough to deserve our customer’s loyalty and recommendation?”

The best people to answer this are none other than an organisation’s own customers. This is where the Net Promoter Score comes in. Customers are asked the question, “How likely are you to recommend us to a friend or colleague?” Based on their response they are categorised into three groups.

The Net Promoter Score is the percentage of Promoters minus the percentage of Detractors.

The ‘likelihood to recommend’ question (commonly referred to as the ‘NPS question’) is typically followed by asking participants the reason for their score. This combined with the likelihood to recommend question enables a strategic conversation that allows organisations to take action to resolve customer issues based on specific customer feedback.

What unique knowledge can each group of customers provide?

Promoters: Your Promoters will tell you what they enjoyed or valued about their customer experience. This allows your organisation to understand its strengths and drivers of customer advocacy.

Passives: Your Passives are more or less satisfied, so they can identify the small improvements that would move them being satisfied to being likely to recommend you to others. Passives essentially provide organisations with the knowledge they need to transform their service from ‘good’ to ‘great’.

Detractors: Your Detractors speak to others about you but in a negative way. This can potentially have devastating impacts on the reputation of your brand. By listening to what Detractors have to say you can become aware of important issues and concerns that need to be addressed as a matter of priority.

Net Promoter Score is the best customer metric I have ever seen

- Jeff Immelt, CEO, General Electric

Implementing NPS®

NPS is an organisational discipline, not just a survey, and impacts all levels of your organisation from your frontline staff right through to your Executives.

We work with you to design an end to end program that incorporates NPS strategically and operationally within your organisation. How do we do this?

A successful NPS program provides you with the information to:

  • Recover and retain at-risk customers
  • Activate customer advocates
  • Understand your customers’ mindset and use this to provide a customer experience worthy of recommendation
  • Drive accountability and customer focus throughout your organisation

The Total Engagement Model®

Based on over 25 years of experience, we believe that if you want to foster an environment that increases your number of Promoters, you must have absolute clarity and alignment across each of the elements outlined in our Total Engagement Model®.

We use this innovative and proprietary methodology to work with you to develop and align:

Organisations with these characteristics outperform the average organisation by 200-300% .

How does Net Promoter Score work with
The Total Engagement Model®?

The Total Engagement Model® develops and aligns the strategic components of your organisation (i.e. your Brand, Customer Experience, Culture and CVP). These are the elements that need to be designed, aligned and executed to improve your NPS® score and drive growth. In contrast the NPS® discipline allows you to dynamically adapt and incorporate customer feedback into the fabric of your business at a strategic and tactical/operational level. The Total Engagement Model® in partnership with Net Promoter Score enables an organisation to be in the best position strategically and operationally to create:

  • Customer Experiences strategically designed to set an organisation’s sights on customer ‘recommendation’ not just ‘satisfaction’
  • Brands which clearly communicate to their customers
  • Cultures which are empowered and engaged
  • CVPs that guide business strategy because they clearly articulate why customers should buy from your organisation over competitors
  • A discipline which makes customer feedback actionable and paves the path for customer experiences worthy of recommendation

Interested to find out how
Engaged Marketing can work
with your organisation?

Click here to start the conversation today