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TDS ECHO NPS

Bob Moore, PRC, NPCA

Associate Manager Market Research TDS Telecom

About the Presenter

Bob Moore, PRCAssociate Manager, Market ResearchTDS Telecomwww.tdstelecom.com608.664.4370bob.moore@tdstelecom.com

Biography· 10 years with TDS Telecom· Customer Satisfaction & Market Analysis· 20 years Applied & Market Research

TDS Telecom

• TDS Telecom founded in 1969• 500,000+ customers in 30 states• 500 advisors (75 remote)• Internet, telephone, and video

Outline

TDS Customer Surveys

Background

ECHO Adoption

NPSAdoption

NPS Considerations

Customer Loyalty/Satisfaction Primary Data Collection

• Web Surveys – Products, Concept Testing• Outbound IVR Survey – Field Tech’s• Telephone Surveys – Perceptual• ECHO Post-Call IVR Survey

– NPS is our Company Wide Metric

Who Currently is Conducting Customer Loyalty/Satisfaction Surveys?

Outline

TDS Customer Surveys

Background

ECHO Adoption NPS Adoption NPS

Considerations

ECHO Adoption

• Increase number of responses• Control data collection costs• Advisor specific evaluations• Obtain operational data• Tie internal metrics to loyalty

ECHO IVR Questions

1. Please rate the Advisor’s Professionalism

2. Please rate the Advisor’s Knowledge

3. Please rate your Overall Contact with TDS

4. How likely are you to Recommend TDS to

your friends or family?

5. Why/Why not

Advisor Performance MetricsADVISOR - CONSUMER SALES (ILEC) Weighting %

Revenue/Contact Hour 20%

Revenue/Call 15%

Answered Call Per DISH Sale 10%

Answered Call Per New Voice Line 10%

Answered Call per Strategic 10%

Answered Call Per HSI NEW Sale 10%

Answered Call Per HSI Upgrade 10%

ECHO Survey Results* 5%

Error per Account / Order 5%

Adherence 5%

*Professionalism & Knowledge 1-5 scale  

Call Center Outcomes

ECHO

Advisor accepts feedback better

Advisors more customer conscious

1st Call Resolution & NPS highly correlated

Service Level & NPS highly correlated

Advisors seek customer input

Outline

TDS Customer Surveys

Background

ECHO Adoption

NPSAdoption

NPS Considerations

What is your NPS?

Outline

TDS Customer Surveys

Background

ECHO Adoption NPS Adoption NPS

Considerations

NPS Strengths & Weaknesses• NPS Strengths

– One number– Easily comprehended (promoters vs. detractors)– Moves with overall satisfaction– Ties our internal metrics more specifically to

loyalty• NPS Weaknesses

– Temper expectations of NPS fluctuations– Limited driver analysis

NPS & Loyalty

• Strong link between satisfactory customer contacts and the loyalty attributes

• NPS and customer churn are related

NPS and Churn

Did Not Churn

Uncontrollable Churn

Controllable Churn

NPS28%

30%

11%

Additional NPS Based Analysis

• Track NPS by customer type• Track NPS and churn rates• Track NPS by market• Identify departmental strengths &

weaknesses• Link high NPS ratings with underlying

behaviors