Salesperson specific NPS measuring - an innovative way to measure customer experience
In July 2019, Masku started measuring customer experience with Roidu feedback devices in all their 52 Masku and Finlandia stores. Masku measures customer experience unlike anyone else: NPS measuring is both store and salesperson specific. First, the customers evaluate their service experience and then direct it to the salesperson attending them. This is how salesperson specific NPS data is collected and sales director Topi Nieminen has invented various innovative ways to utilize it.
Salesperson specific NPS measuring
Salesperson specific NPS measuring provides raw data about the success and competence of a salesperson and reveals directly how the customer experienced the service situation. “Results have led to changes on management and staff levels. We especially expect the management to lead with their own example – not only in talk but also in action”, Nieminen tells. Data management and analysis are in a key role in the utilization of the results. Therefore weekly and monthly practices have been set up, so that both the senior management and individual stores receive real-time results report with the needed data for development. Masku is also planning a reward system to reward those stores and staff members that succeed exceptionally well.
Salesperson specific feedback might seem like a wild idea but it has been received well by the employees. After the initial perplexity, the interest towards the results has increased and salespeople want to know what kind of feedback they’ve received. The quality of customer service has indeed improved significantly. The advantage of real-time customer experience measuring is that the effect of the changes made can be seen immediately in the customer satisfaction levels.
Product categorization offers more valuable information
After giving feedback to the salesperson, the customer is asked which product category they were interested in. This provides information about two things: which products people come looking for and how well they are sold. For example, if people come looking for beds a lot but they’re not selling well, the focus of sales training can be changed to correspond better with the demand.
When the salesperson specific NPS data is linked to the product category, you get to know each salesperson’s success in each product category. Salesperson specific NPS brings forth the experts and they can be used in internal training along with other people. “We want to use grassroots level expertise in peer-to-peer training, because it’s proven to be a lot more effective. The best salespeople know the exact right ways to speak to a customer and not just theory”, Nieminen tells.
“Mere smiley faces didn’t provide good enough data”
Previously Masku measured customer experience with smiley faces, but that wasn’t enough. “Mere smiley faces didn’t provide good enough data. Smileys helped me with employee resourcing but shortly we needed more data. I had a clear vision of what efficient sales management requires, how I want to measure staff performance and foremost how I want to help them improve. All the other service providers’ product range was only a part of the solution I was looking for and they didn’t have the adequate ability for variability. Roidu was the only one who could respond to our demands and needs cost-efficiently”, Nieminen tells about the reasons for choosing Roidu as their service provider.
Nieminen is extremely satisfied with the cooperation with Roidu. As an outspoken man he especially appreciates the ability to speak frankly without circling around the issues. “I appreciate that I’m told right away what is possible and what’s not and that there’s a active effort find a solution”, Nieminen describes. Because Roidu is very flexible and co-creates with clients according to their needs and wants, it enables new and innovative possiblities for idea-rich customers such as Nieminen: “There are so many more possibilities than we have inventiveness.”