Ana Maria Zumsteg – S1 E6 – second half
….with more than 20 years of CX work at Zurich Insurance and experience in implementing CX measurement tools & understanding customers’ needs across 30+ countries, Ana Maria shared some of her top learnings.
Ana Maria implemented the NPS framework at Zurich as an enabler to build a long-lasting relationship with customers and employees. The clear goal was not to measure a KPI but impacting people and their life.
During the second half of this smart discussion Ana Maria explains the silver lining among Relationship NPS (R-NPS), Transactional NPS (T-NPS) and Employee NPS (E-NPS)
The T-NPS is related to servicing while the R-NPS focus on the entire relationship with the company.
Ana Maria uses the example of Lamborghini or Ferrari. Most owners of such cars also brand’s fans (i.e., R-NPS = 10). However, after a bad service experience (e.g., car not properly washed after being in the dealership) the owner could give a low T-NPS value.
It is always about the balance among the three main components:
- Brand Perception,
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Value proposition (e.g., Quality of your product)
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Service.
NPS is a critical component of a bigger CX ecosystem of metrics (and not one metric in isolation). Other relevant KPIs could be:
- Brand awareness
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Product comparison
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Competitors comparison
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Market studies
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Business KPIs like ROI
The Employee satisfaction (E-NPS) plays a crucial role for reaching real success in a customer centric transformation.
to conclude the smart discussion with a quote to ponder on “There is only one boss: The Customer ” (Sam Walton).
Ana Maria’s contact detail is: https://www.linkedin.com/in/ana-maria-zumsteg/
