At the WdM in May, you will show, among other things, how the implementation of an international NPS feedback system can succeed, using GLS as an example. Why was the integration of an NPS program at GLS more complex than at other companies?

Mario Kampa: GLS is an international logistics group that ships more than 870 million parcels a year with its wide range of services. But what really sets us apart is our commitment to satisfying our customers and making them happy. And by that, we also explicitly mean the recipients of the parcels. With so many potential feedback providers being served every day, it's no easy task to include everyone. By analyzing the feedback, we can determine what our customers' requirements are in the different markets and thus optimize our services accordingly in today's fast-paced world.

Did the integration of the NPS feedback system actually result in the promised benefits for GLS?

Mario Kampa: For the markets in which the NPS survey has been rolled out, we are gaining valuable insights into how we can further increase customer satisfaction. By working with SKOPOS, for example, we were able to carry out country-specific evaluations of the data, which we use to implement targeted measures. In so-called `Insight Activation Workshops´, we develop ideas for this with the respective teams on site. We can also derive specific insights and recommendations for action at the level of individual touchpoints or of our depots.

GLS is an international company. How have you taken into account the different requirements of different markets?

Christoph Gershteyn: We reflect the requirements of the markets in the NPS survey by implementing individually tailored feedback systems in each country that provide a more precise insight into the requirements of local customers. In this way, our survey is adapted to local conditions.

Lucas Schaper: In addition, each country has the option of flexibly filtering the results of its own country in the analysis dashboard and breaking them down to the local company structure. Especially in combination with our automated text analysis, which works in all languages, the specific requirements and customer voices of the individual countries can thus be analyzed in detail and actions can be tailored accordingly to the respective market.

What arrangements do companies need to make to implement such an NPS feedback system?

Christoph Gershteyn: In principle, every company can benefit from an NPS feedback system. The extent to which this makes sense depends on several factors. These include the following in the first place:

1. Is there a dedicated unit in the organization responsible for the NPS program?

2. Is there a clear corporate policy commitment to customer centricity and thus tailwind for the roll-out and use of the system?

3. Are the technical prerequisites in processes and systems available to implement the program?

4. Is it clearly defined which questions the program is intended to answer?

5. How mature is the organization overall in terms of customer experience management?

The final question is very important in determining how to set up the entire system. Unfortunately, there is no such thing as an "off-the-shelf" solution.

The NPS is not the only one of many "currencies" that can be used to measure the customer experience, how do you manage not to lose track of it?

Lucas Schaper: When analyzing customer data, it is essential to have a holistic view of all sources of customer feedback and to be able to analyze them across the board. To do this, the various data and measurement points must be integrated in an automated way and be available to everyone who designs processes in the company. This works best with an interactive online dashboard that connects the different data sources and analyses to enable a quick overview as well as in-depth analyses that are valuable in terms of content. An important aspect here is also automated text analysis, which can be used to group customers' free-text responses into topics. This information provides an insight into which topics are mentioned particularly frequently in positive or negative reviews in no time at all. If the NPS data is then linked to the company's internal operational data, nothing stands in the way of a holistic and detailed analysis.

Who can't miss the webinar on May 16?

Christoph Gershteyn: Anyone who wants to focus on the needs and wishes of their customers in their company. Those who already conduct customer satisfaction studies but want to exploit the full potential of their data. And those who find it difficult to translate customer feedback into concrete measures and align internal processes accordingly.

Sign up for the webinar (11 May, 14:00 hrs., in German)

– published in German on marktforschung.de – 

 

Short Vitas:

Christoph Gershteyn: Christoph Gershteyn is Director CX & Communities at SKOPOS CONNECT and has already supported numerous customers from a wide range of industries in the successful implementation of CX programmes.

Mario Kampa: Mario Kampa has been working in quality assurance at General Logistics Services (GLS) for almost 20 years. As Director Corporate Quality & CX Development, he is responsible for the implementation and successful roll-out of the international CX programme.

Lucas Schaper: Lucas Schaper has been a Senior Data Scientist at SKOPOS ELEMENTS since 2020. He is responsible for projects in the consulting, intelligence and analytics areas. Lucas is a true all-rounder and combines a background in management consulting with long experience in developing data transformation paths and setting up interactive dashboard landscapes.