Previous Beaton blogs have focused on where NPS surveys can have significant impact for B2B businesses and customer or client loyalty. This article explains how tracking NPS over time offers greater insight into your client base than measuring it sporadically.
Beaton Debrief is the tool we recommend for monitoring customer loyalty over time. It sends out NPS surveys at time-based or project-based intervals to measure the willingness of clients to recommend your service to others.
Such ongoing feedback can be an invaluable tool for keeping your finger on the pulse of client sentiment. It also enables you to monitor how clients are reacting to potential changes in your services or strategy.
The below benefits of tracking NPS are based on real feedback that customers of Debrief have shared with us.
Regular client check-ins
Tracking NPS by sending out surveys at regular intervals opens a communication channel between firms and their clients. Most NPS surveys are simple and easy to respond to, encouraging relatively high response rates. The simple act of offering clients an opportunity to give their feedback is often enough to improve their client experience and customer satisfaction.
Kate Mortlock, Client Relationship Advisor at Harrison Grierson, told us the most valuable feature of the platform is:
“Tracking the NPS score to measure our client’s loyalty and satisfaction. Client comments that complement the qualitative data by providing context, depth, and insights. They can explain the why and highlight specific pain points.”
NPS surveys offer regular opportunities to check in with clients and ensure they are satisfied with your service.
Monitor changes in customer sentiment
When you are monitoring NPS consistently, it becomes obvious when a dramatic shift in client sentiment occurs. If your NPS score drops or peaks, you should consider what changes your business made to warrant such a change. If the score does not align with what you hoped, that is a signal to re-evaluate and collaborate further with your clients about what they want, and how you can better serve them.
Current users of Debrief say they greatly value the platform’s ability to measure NPS over time and track progress:
“It gives us insights into our client needs, identifies our strengths and weaknesses, shows our clients we value their opinions, provides risk mitigation and measures performance over time where we can set benchmarks and track progress.”
– Kate Mortlock, Client Relationship Advisor, Harrison Grierson
Respond to negative feedback immediately
One of the key features of Debrief is its red-flag email alert system that activates when clients submit negative feedback. The system will alert you with an email to your inbox immediately, warning of the negative sentiment and encouraging you to act. It enables firms to respond quickly rather than let bad feelings fester and become a bad reputation.
“Identifying and acting on pain points” was a key feature that Harrison Grierson told us the firm valued most:
“The Debrief data has shown us that each of our disciplines has specific pain points that can be focused on and addressed for targeted improvements.”
In some situations, Debrief has saved client relationships entirely. One firm using the platform told us the red flag alert initiated a meeting with an unhappy client. That client was about to sign with another firm, but by the end of the meeting, the client had torn up the new contract.
Beaton partner Paul Hugh-Jones explains the scenario in the below video.
A regular yardstick to measure performance in clients’ eyes
Regular monitoring of Net Promoter Score (NPS) provides professional services firms with a dynamic and real-time gauge of customer loyalty and satisfaction. By consistently tracking NPS at regular intervals, they can identify trends, patterns, and fluctuations in customer sentiment. This ongoing assessment allows organizations to swiftly respond to shifts in satisfaction, enabling them to address emerging issues promptly or capitalise on successful strategies. Moreover, regular NPS monitoring serves as a key performance indicator to evaluate the impact of new strategies or initiatives aimed at improving customer experience.
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You will get a survey just like a client would and then view your response in real-time on our interactive dashboard.
