For example it is the rule that applies the Four Seasons group

Businesses are, today, still more to conquer new clients and to focus on their cost of acquisition of new clients. Gold for Fred Reichheld, Director of research of Bain & Company and one of the world of customer retention specialists, the best way to grow sustainably is especially caring of a vital asset: happy customers. Because they would not hesitate to recommend their knowledge products and services which they are satisfied. The company that knows how to attach such clients then makes healthy and recurring profits (the "good profits"). Too many groups whose views do not exceed the short term take the risk, kicked and surcharges and abusive contracts only to piss off customers, but also to lose it, indirectly destroying their own value. Fred Reichheld, which looks for twenty-five years on these issues, was one of the first to highlight and quantify the relationship between customer loyalty and profits. It invites businesses to ask their customers if they would recommend their products and services to their friends. From the score on the basis of a gradation of 0 to 10, these companies can then work to strengthen the attachment of customers prescribers (9, 10), to seduce and convince neutral clients (7, 8) and, finally, in managing, identifying, critics (from 0 to 6). Des groups such as General Electric, Intuit Enterprise Rent - A - Car have adopted the approach and placed the customer experience at the centre of their reflection on the growth.

Why are companies so slow to understand earnings to make in terms of growth of good relations with their customers

Because it is well rooted in the minds that only the encrypted data are reliable. Financial indicators constitute the system on the basis of which it rewards, on sanctions, were dismissed or even put people in prison. Lack of simple tools to measure, however, the satisfaction of the customer appears difficult to apprehend. If companies know what it costs to lose customers, they are less aware of the damage likely to be caused by disgruntled customers.

This is why you put forward a single issue the decisive to better question see clearly...

Would "you recommend our company to your friends", "the decisive question." This last, administered through our Net Promoter Score (NPS) tool, which extends on a scale of 0 to 10, to measure with precision the degree of customer satisfaction. It is a specific score which tells much more than three, four or five issues of a classic investigation of satisfaction.

Is it to say that we can take satisfaction surveys at nettles

Often investigations involve far too many questions. Their cost is high for a poor response rate: 90 of clients do not respond to satisfaction surveys. PIs, data are not easily exploitable without resorting to the use of a sharp statistical program and, sometimes, the selected samples are not sufficiently representative. With the response to the decisive question, you get, in place of a satisfaction index wave, a specific percentage of satisfied customers. This score is an indicator of after-sales. You can, then ask additional questions on why or how to such a degree of satisfaction or to widen the analysis of any particular customer profile.

And the obtained score, on the basis of this decisive question so simple, has a direct impact on the growth of the company

Capital impact! Companies with the NPS is high have a very good quality of relationship with their customers. And this relational quality (good products, innovation, reliability of service, etc.) is a necessary condition for growth on the basis of good profits.

Necessary but not sufficient...

Customer relationship is an essential condition for growth but there is also other factors. You should also know that a monopoly or a dominant position on a market distort well obviously the game, choice or possibility to go and see what is happening in the competitors.

You tell good profits... Are what distinction you between the good and bad profits

There are few companies to sustainable growth. Lack of adequate measurement tools, companies too often neglect the importance of the service rendered to the client. Obnubilées by their profits in the short term and without reliable measure of satisfaction, they fall into the trap of easy profits. This encourages them to make bad profits (overbilling of the phone bills in the hotels or abusive contracts of Internet providers) without realizing that such behaviour will be punished by the customers in the medium term.

But, how to move, for example, from 5 to 9 score score

Management must ask different questions: why customers are disappointed How to turn neutral customers in the prescriber How to reduce the power of nuisance of critics Formation of the commercial work is then necessary: they learn how to build arguments, to develop better listening, learn how to make an apology, etc.

NPS is both a tool and a concept is simple but easy to implement

The question is simple, but the tool is not always easy to implement. Because, it must prepare the Organization: set priorities, contact mobilisers and adequate messages to staff, invest in salaries and training. For example, instead of focusing management on the only speech profitability, better is worth as Dell or in Enterprise Rent-A-Car. Michael Dell, for example, largely delegated the responsibility to improve the customer satisfaction to local committees or small teams. With the objective of better empower and improve the quality of services, with a key call centres including role. Another fundamental point is to never lose sight of the values of the company. The necessary link to the indicators used by the company not only at the recruitment of collaborators but also for their promotion, their orientation, the definition of indicators and fixing the premiums and pay. And to ensure that those who do not respect these values do not remain in the society. For example, it is the rule that applies the Four Seasons group.

What companies accumulate the largest number of customers prescribers

General Electric, Intuit, Dell, Enterprise Rent-A-car... On the French market, Toyota, Macif, Mercedes, BMW, Audi showcased, too, by very good scores