VimpelCom is one of the largest telecom companies in the world, but a few years ago the company started facing more competition from a new crop of Internet-based rivals. The company decided to become more serious about its mission to focus on customers, adopting the Net Promoter System to guide its efforts. To gauge its progress, VimpelCom used Bain's Net Promoter System assessment tool to identify weak spots. In this episode, Rob Markey talks to VimpelCom executives Anton Telegin and Natalia Macpherson about what it took for the company to make this cultural shift.
The Net Promoter System is about creating a culture in which companies make better decisions on behalf of their customers. The only way to do that is to get reliable feedback from customers, says Rob Markey in this Net Promoter System Podcast short.
Customers can explain what's bothering them or what they like about a company. But they don't always know the full story behind their own feelings. Rob Markey discusses the importance of digging deeper into customer feedback in this Net Promoter System Podcast short.
Customer feedback has traditionally been used to evaluate performance, not necessarily improve it. The Net Promoter System, however, seeks to empower employees by teaching them the skills they need to generate loyalty and enthusiasm among customers. Rob Markey explains how in this Net Promoter System Podcast short.
Fifty years ago, few people could have guessed some of today's most common habits. Habits like having a mobile phone within arm's reach at all times; checking Facebook or email multiple times an hour, or calling an Uber instead of a cab. All companies dream of inspiring such new and compelling habits in their customers, but few manage to achieve it. Nir Eyal, author of Hooked: How to Build Habit-Forming Products, shares his theories on what sets these products apart.
The Net Promoter System is simple in concept, but adopting it can be a cataclysmic event for an organization. From asking frontline employees to reach out to customers to asking finance to manage new metrics, turning Net Promoter into tangible results typically requires significant culture change. Bain Partners Andreas Dullweber, Jason Barro and Maureen Burns discuss some of the biggest hurdles they encounter as they help companies build customer-centric cultures.
Earning goodwill among your customers isn't enough to ensure long-term growth. Leaders must also create the conditions that enable and encourage loyal customers to do what they’re inclined to do anyway. They have to offer customers a continuing stream of products or services that stand out from the competition. They have to deliver those goods at the right price, at the right time, through the right channels, using the right messages. And sometimes they have to help customers communicate their experiences to friends, relatives and the world at large, as Rob Markey explains in this Net Promoter System Podcast short.
Customer feedback is pointless if a company doesn't use it to improve the customer experience. To create loyalty, Net Promoter System companies use this input to address individual customers' concerns and inform systemic improvements, explains Rob Markey in this Net Promoter System Podcast short.
Greatness doesn't come just from getting the managerial levers right. It comes from inspiration, from people at every level feeling excited about doing the right thing by customers. That's the objective that underlies a CEO's commitment to focus on customers, to lead by example and to coach others in the organization. In this Net Promoter System Podcast short, Rob Markey discusses why putting loyalty at the heart of a business requires executives to view their jobs in a new light.