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The Customer I.Q. Program is an easy-to-use, inexpensive barometer for measuring the quality of your company’s consumer experience. Feedback is immediate and dynamic and the level of detail can go to a specific sales person as well as specified time frames. The program, See I.Q. (See an Indicator of Quality) will give the retailer a firm percentage, which is their Customer I.Q. Get between 70 and 80 percent and you’re perfectly on target. This is a customized and branded program built for the WFCA members and is based on the Net Promoter Score concept which has been utilized successfully across many industries.
What it boils down to is isolating the essence of customer service and its value to the member, which can be summed up in a single question for the consumer: “How likely is it that you would recommend our company to a friend or colleague?” The more “promoters” the member has, the bigger their growth. Why is willingness to promote a company such a strong indicator of loyalty— and growth? Because when customers recommend someone, they’re putting their reputations on the line. And they’ll take that risk only if they’re intensely loyal.
By asking this one question, a member can collect simple and timely data that correlates with growth. They can also get responses that they can easily interpret and communicate. The simple message to their staff—“Get more promoters and fewer detractors”—becomes clear-cut, actionable, and motivating, especially when tied to incentives.
Calculating the Customer I.Q.
Asking a statistically valid sample of customers “How likely is it that you would recommend our company to a friend or colleague?” enables you to calculate your Customer I.Q.: the ratio of promoters to detractors. Based on their responses on a 0 to 10 rating scale, group your customers in the following manner:
Promoters (score 9–10)
are loyal enthusiasts who keep buying and refer others, fueling growth.
Passives (score 7–8)
are satisfied but unenthusiastic customers who are vulnerable to competitors.
Detractors (score 0–6)
are unhappy customers who can damage your brand and impede growth through negative word of mouth.
Then subtract the percentage of detractors from the percentage of promoters. Companies that garner world-class loyalty receive Customer I.Q. scores of 75% to more than 80%.
Motivating a Change from Within
Retailers will use this score to send a clear message to their most important customers, managers and employees about the importance of promoters—and the dangers of detractors. Members will use it to gauge the effectiveness of implemented procedural improvements.
This program will include a custom URL for each location, pre-printed survey cards with dealer/sales person identification to provide the customer at the end of the transaction (installation) and the tools to expand this program, including a printed variable data thank-you card program tied to the metric.