Wondering how to drive massive growth? Your solution may be through one simple survey question.
Aamir Noorani has found such method. Noorani is the Chief Operating Officer of Dr. Cell Phone, a leading and innovative electronic repair store. Noorani and his brother worked at launching the store and empowering it to thrive since 2006.
Noorani needed insight from customers but wasn’t exactly sure how to make that happen. Noorani knew that to boost sales, he needed to connect with those whose experience really mattered. They needed a way to measure how likely a customer would recommend their services. This is known as NPS, or Net Promoter Score. (Read more about NPS here.)
For any business, customers are essential for it to succeed and grow. (Click here to watch this section of the interview)
“Your customers are the lifeline of your business,” he says. “Your referral and repeat business should make up the majority of your customers.”
Customers, faithful and happy, form the business. “You really need to make them fans of your business,” he says. “A business that people say, ‘wow, that service was so incredible, I’m definitely going back to them next time and tell all my friends and family about them.’”
That recommendation from happy and content customers are what makes businesses like Dr. Cell Phone thrive.
Noorani credits his team for the success in bringing referrals in from positive customer experiences. “They’re the ones that are on the front line, taking care of all these customers and making sure that they’re delivering world class service,” he says.
Extending beyond just point of sales reports and tracking repeat customers, customer feedback can inspire and encourage employees to continue to provide a great customer experience.
“Seeing customer comments was just incredible,” he says. “Instead of just guessing if our customers were happy, they were giving us feedback about what we could do better and positive things, too. That told us, let’s do more of that.”
Those reviews, whether opportunities for improvement or praise for what they were doing well, brought positive change to how Dr. Cell Phone operates.
For negative feedback, they address issues right away, contacting the customer to make whatever was wrong, right.
“All those customer comments that we were seeing, all that feedback has made our business a lot better and more customer-centric,” he says.
In training employees to focus on providing a great customer experience, there must be a balance between being not too pushy but also ensuring to get that referral.
“First and foremost, it needs to be the right person,” he says. Recruiting the right person leads to the opportunity to create that great customer experience.
The Influence of the NPS (Click here to watch this section of the video)
Customer feedback often centers around one very important question, a question that is captured in the measurement of the net promoter score. The net promoter score survey is the question of ‘how likely would you recommend the business?’
So what happened as a result of Dr. Cell Phone’s use of Praiseworthy customer feedback surveys?
The results Dr. Cell Phone has seen: an increase of 24 points since their involvement with Praiseworthy. Their score of 72 is very high in the retail field. A lot of people are being recommended to visit the store.
Reconnecting with negative reviews has improved their NPS in that by reaching out to customers to remedy whatever issue arose, customers appreciate that attention. And they’ll tell others.
“More and more we’re relying on the recommendations of our friends and family,” he says. “What a lot of customers are doing now is asking their friend, ‘where’d you get your phone fixed?’”
The magic words of “Would you recommend this service to your friends and family” can help boost recognition and popularity. “It’s a question that our company talks about every single morning. It’s going to be the engine that brings the business 10-15 years from now,” he says.
Like what Dr. Cell Phone has witnessed, an increase in NPS means an increase in sales.
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