Many organisations introducing Net Promoter Score (NPS), Customer Satisfaction, and similar programmes often experience initial success. However, sustaining those gains becomes increasingly challenging. Let's explore why and how you can continue to enhance your KPIs.
In most categories, we typically find average CSAT and 'likelihood to recommend' levels around 7.2 out of 10. While this indicates a decent performance, there's a significant cohort scoring lower. Our cognitive testing revealed that respondents scoring 5 and 6 out of 10 still considered this 'neutral.' They were neither satisfied nor dissatisfied, likely nor unlikely to recommend, and neither trusted nor distrusted. This is crucial, especially as a score of 6 is above the middle mark.
When customers score 5 and 6, their focus is on category hygiene—trust in the smooth functioning of billing, ordering, and delivery. Many organisations have seen quick improvements in this space, thanks to a focus on processes and systems.
However, our studies indicate a clear shift in what customers want to trust you for at different score levels—5, 7, or 9 out of 10. At higher levels, functional aspects are assumed, requiring a focus on other factors to continue improving KPIs. In our TrustLogic®, we introduce the Six Buckets of Trust® you can fill. While hygiene factors typically reside in competence and benefit trust, exploring other Trust Buckets becomes essential for further enhancing trust. Within each Trust Bucket®, consider not only customers' non-negotiable trust but also their trust desires—what they would love to trust you for. This approach transforms the game, allowing you to build more relevant trust. Considering that trust influences over 75% of Net Promoter Score, Customer Satisfaction, and Loyalty/Retention, it's worthwhile to delve into this.
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