NPS or ROX - how do you measure customer loyalty or the success of your contact centre?

The Net Promoter Score (NPS®) measures the extent to which customers would recommend a company to family and friends. It is a commonly used research method to measure customer loyalty and possible churn, and thus to predict a revenue increase or decrease. Useful, but it certainly has its limitations. For example, it does not provide insight into the why behind a low or high score. To achieve this, additional (open) questions must therefore be asked. To this end, Bain has developed the ‘Net Promoter System®’, which uses the NPS® score in combination with the continuous flow of customer feedback.

Another method to measure the success of your contact centre is the Return On eXperience (ROX). ROX is about mapping the experiences that lead to results. PwC has created a model¹⁾ that categorises the different factors that influence the ROX into five different elements:

1. Pride – how committed are people to the company's purpose and strategy?
2. Influencers – who and/or what has the greatest influence on the employee and customer experience?
3. Behaviour – positive characteristics and actions of the company and its employees that leave an important mark on the company culture. What makes the culture within your company so unique?
4. Value drivers – the ‘magic moments’ that have a decisive impact on the customer and employee experience.
5. Results – what is the tangible relationship between experiences and business results?

As a company, by focusing on these 5 elements, you provide insight into the experiences you create for both your customers and your employees, and the return becomes measurable. This allows you to make smarter, more informed investments to improve these experiences – and thus the bottom line.

^{1) PwC: Customer Insights Survey 2019}

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