This supports the webinar from 15 Jan 2013 – recording is here: https://directness.webex.com/directness/ldr.php?AT=pb&SP=MC&rID=19451777&rKey=E94304438BA3C8CF ) Put good discipline into the sales process, using techniques from Net Promoter® Score. By joining this short webinar you can learn new techniques and copy-paste ideas from forward-thinking companies that are making regular customer contact a discipline, pulling the customer voice into the company, and getting improved retention sales as a result. Presentation highlights: How hi-tech b2b sales organisations are driving B2B account management with Net Promoter Score, resulting in improved retention, upsell, and company-client communication with reference to two real-life (anonymous) success stories. Why your Net Promoter project will improve sales discipline – and why salespeople like it! Help you on key areas including Planning, Organising, Communication, Reporting, and Actions. Best practices including incentivising schemes and embedding into the heart of your organisation.

1. Focus on B2B Account Management
with Net Promoter® Score
Adam Dorrell
CEO CustomerGauge / Directness
Adam.dorrell@directness.net
15 Jan 2013
*Net Promoter, NPS, and Net Promoter Score are trademarks of
Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

2. Introduction
• Who this is relevant to:
– Sales/marketing/customer experience
executives in companies selling into medium/
large organisations, with several contacts in
the major accounts
– Typically with enterprise-size deals of more
than 100K
• What we will cover:
– Using Net Promoter® to set sales discipline
and improve revenue
– Useful tips from real clients
• Who we are and our credibility:
– Adam Dorrell
• Former head of Marketing for b2b companies
including Dell, FairMarket, FileNet, Interwoven
(now ATG)
• Using Net Promoter since 2003
• CEO of CustomerGauge
– Vivek Jaiswal
*Net Promoter, NPS, and Net Promoter Score are trademarks of
Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
Thomas S Watson, IBM 1921

3. ADVERTISEMENT
A word about CustomerGauge…
• CustomerGauge is the leading real-time
Net Promoter® measurement platform.
– Complete workflow and service recovery
system
– B2b, b2c and b2e solutions
– Automated reporting and digital signage
– Automated, with integrations to CRM
systems including SalesForce.com
– 32 languages (reporting system in EN,
DE, ES, FR, NL, CN)
• Launched 2007
• HQ Amsterdam, global coverage with
partners

4. The Economics of Poor b2b Customer Experience:
It’s the customers that don’t complain you need to worry
about…
Case Study numbers from Gartner (2004).
Assume 2000 customers
Revenue = €6000m per year In this assumption improving the
Average Revenue customer experience by 1% is worth
per Customer = €3m per year €60m
At risk — 34% 3 customers
Issue not resolved €9m
2 customers
Complain Defect — 28% €7m
2% 9
Poor experience customers
22% 440 Resolved — 38%
customers
Don’t At risk — 55% 200 customers
Positive complain 431 Decline in wallet $711m
experience 98% customers share
78%
194 customers
Defect — 45% €582m

5. What is “Account Management with Net Promoter?”
“These days, everyone IS
RESPONSIBLE FOR the Customer
Experience…”
Brad Tribble, Electrolux
• A discipline of regular customer
contact with a feedback loop to drive
sales engagement
• Data driven approach that
– Measures and ensures that you have good client 1965 UNIVAC
engagement
– Measures customer loyalty by client and role in
company
– Can be a leading indicator of sales
– Drives good practices with clients
– Involves the entire organisation
• Fast and simple to start
Note! The score for Customer
satisfaction is not the most important
metric here

6. Net Promoter in a
nutshell
• No more 40 page surveys
to a few contacts!
• Ask everyone a very short
survey, two questions
– “How likely are you to
recommend us to a friend
or colleague?”
• Report on Promoters or
detractors.
• One score
• Read customer comments
Download our cartoon guide:
http://customergauge.com/tag/nps-
comic/

7. Why is NPS interesting
to salespeople?
• Get customer issues fixed before an
account review!
– Helps manage account better, set
account plan
– Engages other people in organisation
– Support from top management
• More revenue
– 1. Find promoters
• 2x – 10x more likely to promote you
company
– 2. Activate promoters
– 3. Service Recovery
• With upsell opportunities
• Customer R&D
• Little or no additional work!

8. How to do it 1
Planning and Preparation
Client Companies
• Net Promoter Champion organises
project
– Get board buy-in
– Organise client data
• Rank into top clients by revenue
• Use 80/20 rule, top box approach
• By account manager, region, etc
– Organise contact data
• Larger clients have more contacts Contacts
• Assign roles ABC (strategic, tactical,
operational)
• Get emails (activate with sponsor)

9. How to do it 2
Communication
Example Model “Contract” between you and
clients
• Your feedback is important to us
• We will solicit feedback on average two times a
• Communication is key year
– Internally • We will respect your time – very short survey of
2 questions max – will take less than 5 minutes
• Explain program, engage all • Only a few people in your organisation
parts of business • We will read and act on all of the feedback,
board level if necessary
– Externally • We aim to improve service
• We will be transparent with feedback and share
• Alert clients to actions your results with you at least once a year
• Encourage feedback
• Use a good email tool and
Internal communication
survey mechanism From the desk of the CEO:
• Satisfaction is everyone’s
– If you are budget limited and business
have time, Survey Monkey and • We will be seeking feedback
from all clients
Excel can work • Respond fast, use as an way
of increasing customer sales
• Don’t be afraid of feedback
Hint: CustomerGauge is an excellent
all-in-one solution!

10. How to do it 3
Measurement
• Measurement
– Survey people 2x a year
– Very short survey – 2 questions Tips
• Don’t survey all clients at once.
– Track who is responding • Stagger them – do some each
week or month
• Engagement • Then you can act on issues and
build in learning.
– Measure the engagement
– Aim for 100% response from top
clients Contacting Customers:
• Everyone has email these days
– Aim for overall 60%+ • Make sure survey is mobile
compatible
engagement from contacts • Get the sponsor in the client to
help get the contacts
• Some believe that non-responders
should be classed as detractors
• If response is less than 60%, you
need to work on sales
engagement

11. How to do it 4
Acting on responses
• Organise and be ready
– Expect 50% or more of the responses to
give comments
– Read every comment
• Distribute comments around organisation
– Do it centrally or let the teams arrange
– CLOSE THE FEEDBACK LOOP
• Track open issues and time to close
– Acknowledge with 24 hours
– Let clients know what you will do
– Escalate to board serious issues.
– Report internally on issues
• Categorise, and deal with issues
tactically or strategically
TIP! Incentivise staff to close issues
in a short time

12. How to do it 5
Account Management If different management tiers have
different views, then explore why
• Organise responses by
company
• Present the findings at
regular account reviews
– Scores
– Comments
– Track actions
– Improve scores for next
time
Start the conversation like this:
“Here is what your employees think of
your investment in our product/
services…”

13. Case Study 1: Large public hi-tech
company
• Net Promoter History
– 2 years, mostly manual, last 18m with
CustomerGauge
• Operational measurements:
– Survey all clients and client key stakeholders
– Close the look for the respondents – Quickly
deal with issues that create passives or
detractors
– Board issues at management level
• Metrics (dashboard) • Support for sales
– NPS – Notifications to account managers when a
– Survey ratio (how many clients) – 100% respondent answers
– Response rate +70%* (currently at 50% – Tracking close the loop
– Close Loop ratio: respondents +95%, clients: – Configured CRM tool (Salesforce) to support
100% Pre survey, follow ups etc
– Board issues: prioritised/priocessed in 3 • Sales Actions
months – Get info from a client sponsor on WHO to
• Proficiency survey
– Set targets (each unit and account mgmt team) • Governance
– Set Delta targets for NPS – Use a 4 box model
– Have meetings with top box clients
– Integrate reports into account plans
– – Board issues tracked: prioritised OR rejected
Everyone involved in a 10 is thanked
by the responsible manager

14. Case Study 1: Results and learnings
• Baseline NPS 10
• Measured NPS at levels:
– Operation (--), Strategic (-), Tactical –(+)
– Conclusion: less personal attention lowers the NPS
• Survey results :
– 50% lack of trust (or issues that would eventually destroy trust)
• Lack of Price/product transparency
• Lack Product quality (including old documentation)
• (Invoicing of client mistakes)
• New releases with large costs but dubious values
– Looked at results by product area – Client Focus was largest
negative contributor
• How: - Set up an office of NPS
– Make sure actions decided in relation to board issues were
carried out
– Identify Detraction and Promoter drivers (eliminate, replicate)
– Identify top CS stars and practices
– Share resources and best practices
– Common targets in addition to local targets
• Stats on which clients are filling it out (or are queued)
– Response rates by accounts
– Response rates by Strategic/Tactical/Operational
– Assist sales to call non-respondents
• Survey Relationships and transactions (support calls)

15. Case Study 2, 3, 4
Singlehop: Learning
from new customer
activations how to
improve for other new
acquistion customers
Bavaria Film: Regular
Basic American Foods: NPS 60 surveys after each
studio engagement has
improved engagement
and attracted new
clients through word of
TIP! Case studies on http://
customergauge.com/tag/case-study/ mouth

16. General Points
• According to industry stats *B2b company average
NPS 24
– Account Management usually about 50% of NPS
• You should survey 2x a year
• Target Response 60%+
– Non responders – treat as detractors (can’t do 5 min
survey, are not engaged)
– Respond immediately to detractors – this can often
result in an upsell
• Act on feedback and explain to clients
• Don’t tie compensation to NPS
• Don’t incentivise clients (you may not be allowed to in
regulated businesses anyway)
• Digital signage brings real time data in
• Transparency is key
– http://www.genroe.com/blog/how-to-confidently-
and-transparently-share-your-transactional-
customer-feedback/6309
• Toshiba: Toshiba – Customer Satisfaction
transparency:
http://www.toshiba.co.jp/csr/en/customer/cs.htm
* http://www.netpromoter.com/netpromoter_community/
blogs/conference_sf_2009/2009/01/27/b2b-and-nps-a-
match-made-in-heaven

17. Thank you!
• Questions?
• More details: info@customergauge.com