Recommendations from friends and family are incredibly valuable to customers. According to Nielsen's Global Trust in Advertising Report, 83% of respondents said they trust recommendations from family and friends more than any other form of advertising. In fact, customers are more likely to talk about a bad experience -- and they tell almost three times as many people when it happens.
That is why in August 2018 the Pioneer Library System (PLS) in Norman, Oklahoma made collecting customer feedback and swiftly identifying issues a top priority. PLS wanted to prevent negative customer experiences and reviews but also increase customer satisfaction so they would share their experiences about the library with friends, family and on social media.
At the suggestion of their OrangeBoy Account Manager, PLS began utilizing the Net Promoter Score (NPS), a widely used customer loyalty measure and a component of Savannah®, OrangeBoy’s Intelligent Library Management Suite.
Here is how it works: Randomly selected active customers are invited to take the NPS survey within two weeks of using library services. They can rate their experience and offer comments. Happy customers become Promoters and are linked to social media to promote the library. Customers who cast a low rating, known as Detractors, can provide contact information so a staff member can follow up and address the issue.
In an effort to create a customer-centric culture across the library, PLS administration tasked their Branch and Department Managers with reviewing the survey results every Monday and responding to feedback as if the respondent were in their office. If the Branch Manager was not able to solve the issue then he/she routed it to the correct staff person for proper follow-up. Aiden Street, PLS Associate Director, noted that this process has been extremely rewarding for both staff and customers. “Regardless of how big or small the issue, staff has been able to change the customer’s experience and provide some much-needed goodwill.” Street commented.
However, NPS does not just generate negative feedback! A success story is awarded monthly and annually to a branch to promote healthy competition amongst branches. In addition, PLS Executive Director Lisa Wells brings the library’s NPS score and positive follow-up comments to the council and county officials throughout the year providing them with a quantitative and qualitative picture of the library’s value in the community.
Only one year after implementing this initiative, PLS is proud to report a stellar NPS score of 86! (For reference, a score between 0 and 30 is good, but there is still room for progress. Higher than 30 indicates you’re doing great and has far more happy customers than unhappy ones. An NPS over 70 means your customers love you and you are generating a lot of positive word-of-mouth referrals.)
As the library continues its focus on customer satisfaction, the NPS survey will be automatically sent out every week utilizing the smart messaging feature in Savannah allowing PLS to monitor customer satisfaction and feedback, and adjust policies and services accordingly.