Presentation made to the Bain Loyalty Forum

1. delight
NetPromoter @ Intuit
Mike Kendall
APD Customer Experience Leader
Brian Andrews
Vice President, Customer Experience & Business Excellence
Changing lives so profoundly,
people can’t imagine going back to the old way…

2. The purpose of a business?
… To
create and
keep
customers
Peter Drucker

3. The Power of Engaged Employees
E+
C
"
S

4. Delight…
4
enchantment
rapture
pleasure
mirth
joy
jollity
hilarity
gratification
glee
gladness
glory
freak out
fascinate
attract
wow
thrill
score
rejoice
jubilate
hit the spot
go over big

5. Satisfy…
55
placate
indemnify
conciliate
get by
comply with
suffice
disburse
pacify
comfort
conform to
dispel doubt
be adequate
remunerate
atone
liquidate
recompense
content
appease

6. Delight drives revenue growth
Customer
experiences…
Promoters
Retention
Higher spend
… with impact on
revenue growth
… drive customer
behaviors…

7. Leadership blunders
CEOs believe their
brand offers a
superior
experience80%
8% of their customers
agree
Source: Bain & Co.

8. Intuit’s journey with Word of Mouth

9. Net Promoter Score
®
is best measure of
E2E customer experience
How likely is it that you would
recommend ________ to a friend
or colleague?
®
Net Promoter, NPS, and Net Promoter Score are trademarks of
Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

10. Net Promoter Score calculation
%Promoters
Net Promoter Score (NPS)
%Detractors0-6
minus7-8
9-10
Extremely
likely
Extremely
unlikely
How likely is it that you would recommend ________ to a
friend or colleague?
Source: Bain & Co.

11. 5 Year Revenue CAGR
% Net Promoter
For Airlines
Net Promoter Score is highly correlated
to revenue growth
Source: Bain & Co.

12. Net Promoter across various companies
60+
40-60
0-20
NPS
20-40
Source: SatMetrix 2009

13. Question: How Satisfied Does a Customer
Need to Be?
Overall Satisfaction
0 10

14. To create promoters, satisfaction isn’t good
enough
“Satisfied customers are just parked on your doorstep and
will gladly move along when they find something better.”
84%
-6%
-94%
NPS by Sat for an Intuit Offering
(5/2009)
Extremely Satisfied Satisfied Dissatisfied

15. The easiest way to increase NPS???

16. Application: NPS in Your Practice
Establish year-over-year growth rate
2004 2005 2006 2007 2008 2009 2010
Revenue
($000s)
CAGR = 4%

17. Simple 3-Step Process
Survey Analyze Act

18. • Survey your clients
Able & Company
Accountants and Consultants
100 Main Street
Anytown, USA 11111
November 8, 2010
Mr. Great Client
200 Main Street
Anytown, USA 11111
Dear Great Client:
We want to thank you for your business. Our firm values the relationship we
have with you and want you to know how much we appreciate you.
Our main goal at the firm is to provide you with services that will help you
increase your business and profitability. We want the experience you have
with us to be so good, that you will actively recommend our firm to your
friends and colleagues.
To do this we need to know how we are doing currently and what we need to do
to strengthen our relationship with you so that you never hesitate in
recommending us to others.
We have engaged XXX Consulting to get this information from you, tabulate the
results, and report back to our firm on their findings. Once we have the results
we would like to schedule a meeting with you to discuss areas where we can
improve our services to you.
Again, thanks for your business and we look forward to a long mutually
beneficial relationship.
Sincerely yours,
J.B. Smith
Partner, Able & Company
Survey Analyze Act

19. XXX Consulting
300 Main Street
Anytown, USA 11111
November 8, 2010
Mr. Great Client
200 Main Street
Anytown, USA 11111
Dear Great Client:
Please complete the following survey and return to XXX Consulting in the envelope provided.
1. How likely are you to recommend Able & Company to your friends and colleagues? Please
answer on a scale of 0 to 10, where 10 is “extremely likely” and 0 is “not likely”? ___.
2. Please explain the reasons for your response to question 1.
____________________________________________________
____________________________________________________
3. If you answered 0 through 8, what are the three most important things Able & Company must
do to have you answer 9 or 10 in the future?
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
Thanks for your response.
Able & Company 1242-01-02

20. XXX Consulting
300 Main Street
Anytown, USA 11111
November 8, 2010
Mr. Great Client
200 Main Street
Anytown, USA 11111
Dear Great Client:
Please complete the following survey and return to XXX Consulting in the envelope provided.
1. How likely are you to recommend Able & Company to your friends and colleagues? Please
answer on a scale of 0 to 10, where 10 is “extremely likely” and 0 is “not likely”? ___.
2. Please explain the reasons for your response to question 1.
____________________________________________________
____________________________________________________
3. If you answered 0 through 8, what are the three most important things Able & Company must
do to have you answer 9 or 10 in the future?
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
Thanks for your response.
Able & Company 1242-01-02
Client number – 1242
Partner number – 01
Staff number - 02

21. • Survey your clients
Survey Analyze Act
Calculate your Net Promoter Score

22. Survey Analyze Act

23. Promoter Passive Detractor
Priorities for
Upgrading
experience
Diagnosis for
Upgrade
Diagnosis
and recovery
options
Recovery
50 20 20
How do we get
better?
What do we
need to do to
upgrade to 9 or
10?
What do we
need to fix?
call
ask
do
Source: Bain & Co.
Survey Analyze Act

24. Simple 3-Step Process
24
Survey Analyze Act
• Survey your clients
• Calculate Net Promoter
Score
• Analyze Results by
separating Promoters,
Neutrals, Detractors
• Look for Themes
• Determine a Plan for
Promoters, Neutrals,
Detractors
• Implement Improvements
• Repeat the Process
Establish year-over-year growth rate

25. Use Your Clients to Help You Improve

26. 1. Go to
http://blog.accountant.intuit.com/
industry-news/net-promoter
2. Survey your client base
3. Analyze your survey results
4. Identify 3 actions you can take to
increase your promoter base (increase
NPS score)
Four things you could do in the next 60 days

27. One Last Thought
It is just as
important to keep
Promoters happy as
it is to solve
Detractor issues
and make them
Promoters.

28. 28