We often receive feedback from our customers about our refreshing transparency. We’ve certainly changed the way that we do business over the last few years as we focus on creating collaborative partnerships rather than just the supplier/customer relationships of old.
What keeps us accountable to our bookers, travellers and procurement partners, are our independent surveys from Perceptive Research. We survey just under 30,0000 of our customers a year, with 32% of bookers and 22% for travellers responding.
So what do we do with the data?
From a reporting perspective:
- It’s written into our customer 'Service Level Agreements' (SLA's)
- It forms part of our Key Performance Indicators (KPI's) for key staff
- Everything is measured and reported on right up to our global CEO
But most importantly to us - we ACT on the data by:
- Daily reporting to account managers and team leaders
- Monthly reporting to Business Leadership Group
- Notification of all MARC's** that are 0-6 to APX's General Manager
- We look for patterns to then train & adapt based on the data
- We take responsibility & we’re accountable!
"You can run, but you can’t hide from this level of direct feedback!" says Wendy van Lieshout, APX's General Manager.
The results of our hard work & commitment shows in our Net Promoter Score* (NPS), which at time of this blog was +42 (year to date) - which is a lot higher than the industry average of -6.
*What is Net Promoter Score (NPS):
The Net Promoter Score is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others. It is used as a proxy for gauging the customer’s overall satisfaction with a company’s product or service and the customer’s loyalty to the brand.
The score is calculated based on responses to a single question: How likely is it that you would recommend our company/product/service to a friend or colleague?
The scoring for this answer is most often based on a 0 to 10 scale. Those who respond with a score of 9 to 10 are called Promoters, and are considered likely to exhibit value-creating behaviors, such as buying more, remaining customers for longer, and making more positive referrals to other potential customers. Those who respond with a score of 0 to 6 are labeled Detractors, and they are believed to be less likely to exhibit the value-creating behaviors. Responses of 7 and 8 are labeled Passives, and their behavior falls between Promoters and Detractors.
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. For purposes of calculating a Net Promoter Score, Passives count toward the total number of respondents, thus decreasing the percentage of detractors and promoters and pushing the net score toward 0.
**What is a MARC or 'Most At Risk Customer'?
MARCs are customers that give APX a score of between 0 and 4 out of 10.
