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

Whitepaper 'From the pit lane to pole position'

The customer experience has become the competitive tool of choice, and in a world where customer behaviour and customer needs are changing at breakneck speed, the need for innovative technologies and automation in the contact centre is increasing. Those who do not invest in innovation run into an unbridgeable deficit.

In our white paper ‘From the pit lane to pole position: The urgency of customer-centric innovation in the contact centre’, we discuss the different ways AI and other technologies can be applied in contact centres. They help to find the right balance between man and machine, and between scalability and ‘personal touch’, in order to optimally serve the customer.

Don't get stuck in the pit lane, invest now in the technology that puts your company in pole position. We are happy to help you on your way.

Download our whitepaper here

About DDM

At DDM Consulting we believe that our customers benefit most from tailor-made advice, without preference for a particular product or specific supplier. That is why we offer a wide range of intelligent omnichannel contact centre solutions, delivered by renowned partners who are all specialists in their field. 

How we work

Together with the client, we evaluate the current contact centre processes as well as the requirements and preferences for the new platform. We apply our years of experience to find the best match, and provide advice on the potential optimisation and automation of business operations, for example through the use of AI.

We naturally guarantee a successful implementation of the new solution, and ensure that all back-end systems are seamlessly (re)connected. After the deployment, we are at the service of our customers to offer advice and aftercare.

But we go one step further: time and time again, we push the boundaries of the chosen platform, and adapt it to the customer's specific business processes and needs. Our team has the business and technical expertise to achieve the maximum potential, even when it comes to an out-of-the-box solution. This is our way of ensuring that every customer makes optimal use of the capabilities of the chosen platform!

Our clients

Our clients come from a wide range of sectors, from major financial institutions such as banks and insurance companies, to telecom operators, healthcare institutions, government agencies, retail, and media.

Our team

We have grown into a team of about 30 contact centre experts, and are mainly active in Belgium, the Netherlands, Luxembourg, France, Germany, Austria and Switzerland. To be able to guarantee the highest quality, we continuously invest in the knowledge, training and experience of our employees.