Continually talking to customers is central to improving customer experience, writes GM of Marketing David Humphreys.
A key challenge for many companies is sifting through competing internal business initiatives to prioritise what truly drives customer experience – and thereby sustainable wellbeing and financial growth.
The customer is at the centre of everything we do.
By measuring customer feedback through the Medallia Net Promoter Score (NPS) system – one of the most popular customer survey tools available – we get real-time insightful commentary through a customer lens about what is important.
This is often a reality check to many businesses which often prioritise what they think a customer needs. NPS also helps us analyse gaps in the business and where improvements can be made.
Our team is also always doing what they love most – talking to customers out in the field about their container needs. And it never ceases to amaze us what customers, and future customers, want to do with shipping containers. This resonates with us as our tagline is “You can do anything in a Royal Wolf” and we have a dedicated design, engineering, and manufacturing facility solely focused on delivering these custom needs.
However, NPS enables us to gain a more in-depth and formal understanding of our customers’ requirements and means we can constantly review their needs.
Not only is NPS a key measure of how we currently deliver customer experience, but also how we can improve our processes and product offerings.
Through the NPS we hear directly from our customers about how satisfied they are with their recent experience with us, areas for improvement, and importantly, how likely they are to recommend us to their network, other companies, and colleagues.
NPS streamlines services – and puts customers first
We pride ourselves on our “world-class” NPS – NPS provides a single score between -100 and +100, allowing us to measure our performance against the best-performing companies in the world. Based on global NPS standards, any score above 0 is considered Good, with 50 and above classified as Excellent and 70 or higher as World Class.
A common misconception of NPS is that it's always about the score. This couldn't be further from the truth. It’s about the customer commentary behind the rating that delivers the real insight. Over time the customer commentary derived from NPS has enabled us to continually improve and streamline our products and services, and ensures we remain a strongly customer-focused organisation.
We are focused on providing our customers with expertise and products that help them solve business challenges – which ultimately means they can get on with what they do best.
The latest example of this is the Royal Wolf Site Hub, a product developed in collaboration with customers to increase set-up efficiencies and provide significant cost savings.
It took two years of development and refinement, but we did it, and for our customers, it’s been a game changer.
NPS feedback will continue to drive our ongoing customer experience improvement initiatives into the future. In this way, we support our customers to increase efficiencies and move towards a more sustainable future.
