By Dale Wolf
The Net Promoter Score, of course, is based on a single question: "would you recommend us to your friends and colleagues?"
I love the simplicity of this Net Promoter Score method. In the end, of course, it is only one of many questions we need to ask to understand our customers … but it is at least one question that should always be asked. And the answer to this question is a tell-tale sign as to whether or not we are creating customer advocates.
Buzz Canuck has inspired me to include another question when talking with customers.
This question is not so much to score advocacy but to actually help create advocacy.
Buzz’s blog listed a bunch of ways in which various companies pleasantly surprised their customers. Such pleasant surprises would of course create indelible impressions on us as customers.
A few examples of surprises from his blog:
- Tiffany has the nicely wrapped blue box
- Doubletree Hotels has a freshly baked cookie
- Starbucks parades free samples of their new products on a regular basis
- The Soup Peddler delivers his product on a bike to your door step
- Charmin has created a portable theme park dedicated to toilet paper
Surprises are emotional and emotions stick in the memory longer. Such recall is a good thing and is likely to stir positive word-of-mouth.
So this leads me to my new single question to guide the design of a great, memorable customer experience.
It might be called the Net Promoter Development Insight:
What can we do to pleasantly surprise you?
That should generate some innovative ideas on how to design an intentional, valued, differentiated customer experience. Now instead of the usual questions that dig into needs, wants and expectations we have a question that can lead us a new way of delivering the perfect customer experience.
If all we do is meet expectations, we are kind of ho-hum.
But if we surprise our customers with something totally unexpected, we are in a different world. An emotional world. A world where customers will say good things about us to friends and colleagues.
If we can deliver such pleasant surprises consistently, then it is a safe bet that our Net Promoter Score will go up.
So, kind readers, what can this blog do for you that would totally and pleasantly surprise you? Tell us and put us to the test. You can challenge us by posting your answer in the comments or by sending me an email to "dwolf at wolf-creative dot com."