NPS for B2B Continued – Making it Work
Last week I posed the question – can Business-to-Business companies use NPS to understand who their advocates are, and how to build customer advocacy?
Yes, you can – but not just by throwing the NPS question at your main contact in the organization. B2B sales are too complex for that. Suppose you’re selling medical equipment. The Chief Resident might recommend you. The medical technician using the equipment has reservations. The person in medical records is totally on board. The budget director not so much.
Here’s what works – you need to embed the NPS in a thorough exploration of the whole multifaceted customer experience. That means surveying all the people you touch, and asking them all the NPS question. You also ask them why they would or would not recommend you, and get a good picture of their experience.
Then, look at your data and correlate each department’s NPS with the aspects of their particular experience that drive the advocacy or detraction. Maybe you’re good at understanding the overall business, so management recommends you, but you’re not quick enough solving the engineer’s problems. Once you know who all your advocates and detractors in an organization are, you can use NPS just the way BtoC companies do – start changing the behavior of your company to bring about better experiences for all the people you touch.