“Would you recommend Ingram Micro to your colleagues or business partners?” This single question is the foundation of the Net Promoter Score, a simple, but powerful measurement for gauging customer satisfaction, and is part of our global Customer Experience Initiative.
How Does NPS Work?
The NPS scale of zero to 10 identifies detractors (unhappy customers), passives (those easily swayed by competition) and promoters (loyal brand advocates).
Our total NPS (percent of promoters minus detractors) provides a benchmark that we can segment by country, sales group or business unit, for example. Feedback from all respondents identifies clear opportunities for action.
In 2012, Ingram Micro aimed to identify ways to better gauge strength and opportunities in our customer and vendor relationships by focusing on NPS as a primary metric in our global surveys (to better understand NPS, see this related video). Since then, we’ve made significant progress and continue to improve.
The Results
“Our NPS score for customers has increased 28 points in two years from -13 in 2012 to +15 in 2015 accompanied by an increase in revenue for customers who moved from passives to promoters,” said Sabine Howest, vice president, Global Vendor Engagement. “We’ve also increased response rates by reducing the number of questions from 160 to 4, which has driven engagement by pinpointing more high-level issues that countries can focus on.”
Feedback from detractors in the 2015 Annual Customer Experience Survey pointed to pricing, finance and the website as needing improvement, while promoters’ praised our sales, tech support and product selection.
The first global Annual Vendor Experience Survey launched in 2014 followed by consistent NPS results: 27 in 2014 and 26 in 2015. The 2015 vendor survey indicated that a quality team, support and service were key reasons for recommending Ingram Micro, while response time and delivery needed improvement.
“We’ve seen the power these tools provide,” said Kathy Kendall Wilson, senior manager, Global Customer Experience, Brand and Vendor Marketing. “Increasing global adoption of our Customer Experience Initiative, and understanding the feedback, developing and executing action plans and communicating our improvements will help us continue to improve our customers’ and vendors’ experiences with us.”
Check out the customer experience site on Connect for more information or contact Kathy Wilson (Kendall).