eKourier April 2018

FEATURES

M omentum16 was the name given to our strategic conference held back in 2016. This conference saw the creation of five strategic pillars that would guide our focus and decision making over the next three to four years. One of those strategic Pillars was to “Deliver a multi-channel Five-Star Customer experience” Our goal is to deliver superior service across each of these channels that surprises and delights our customers and creates a memorable experience. The objective to support achieving this goal is to implement a robust reliable customer survey process. A measure on how we are performing against this pillar through the eyes of our customers. Expectations of your customers can change, the competitive landscape can change. Knowing what your customers feel and think and acting accordingly is very powerful to building a long term successful business. To do this we were very specific about how we would go about asking our customers what they think of us. We would adopt the ultimate question, a single question asked during key moments in the customer’s relation- ship with Kennards.

colleague?” On a zero-to-ten scale This question is then followed up with an “optional” open ended question; “What were the primary reasons for your score?” The first question is a quick and easy measure on how the customer felt about the interaction with the company. The second question provides the gold, details of why they felt the way they did. The score is the measure; the Gold comes from the comments answering the follow up The Net Promoter System categorises the responses into three clusters. PROMOTERS – customers who gave a rating of 9 or 10. They are happy customers who will share their positive experience with others. PASSIVES – customers who gave a rating of 7 or 8. They are indifferent customers they got what they expected. These customers would be okay doing business with you again. They could also be easily swayed and quite happy doing business with your competitor. DETRACTORS - customers who gave a rating of 0 to 6. These are unhappy customers. The experience has fallen ‘ ‘

short of meeting the customer’s expectation. These customers will speak negatively of their experience to friends and colleagues and therefore detract from using your product or service again in the future. The metric is simple you subtract the percentage of Detractors from the percentages of Promoters to come to a single number. The hope is you would achieve a positive number, meaning you have created more Promoters than Detractors. Based on this logic businesses will achieve a result somewhere between -100 to +100. The score is the measure; the Gold comes from the comments left by the customers answering the follow up question. Extracting the Gold should become part of a business’s daily operations; acting on the Gold will make a better business. The simplicity of asking one question and one follow up question improves response rates by customers. No long arduous questionnaires. The customer decides what’s important and what to tell the business. We are currently exploring our options on how best to implement the Net Promoter Score into Kennards Self Storage, so that we may become truly customer centric and to enrich the lives of our customers and move us closer to becoming an “Iconic Famous Household Name”. Darren Marshall General Manager

Net Promoter System one question:

“How likely is it that you would recommend us to a friend or

10 Kennards Kourier April 2018