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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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. This approach makes us flexible in finding the solution that best suits our customers’ specific needs and ambitions.

We guarantee a successful implementation, ensure integration with all existing back-end systems, and take care of managing and maintaining the platform. 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. We are especially known for delivering customised solutions for corporate clients with complex structures, such as customer-specific integrations with back-end systems and the development of add-ons. Sometimes we even build a completely new product! That is how we ensure that the chosen contact centre solution exactly matches our customer’s wishes, needs and business processes.

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.