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Inspiration session Bosch and Siemens Home Appliances Beyond NPS
About dating, cultural differences, sea bass and NPS at a large international organization
The Net Promoter Score, abbreviated NPS, is a simple way to measure the customer loyalty of organizations.
Inspiration about enthusiasm, passion, pleasure and spontaneous recommendations. That is what the Dutch Platform for Customer-friendly Business (PvKO) Inspiration session promises for the meeting on 7 November. The use of the Net Promoter Score® (NPS®) with Bosch and Siemens Home Appliances is the central topic.
The motto is “NPS is cool!” Evening chairman and NPS adept Jaap Wilms leads us through the programme with enthusiasm. We would begin with the set-up of the now international programme, then hear about the home technician, the international differences in working culture and customer expectations, the creation of fans, and end with a cooking session with chef Andy McDonald as the spectacular conclusion.
Session 1 – Inspiratiehuis 20 | 20: everything revolves around the customer
The location – Inspiration House 20 | 20 of Bosch and Siemens Home Appliances in Hoofddorp – immediately creates enthusiasm. 4,000 m2 showroom, where every year 100,000 consumers learn everything about the Bosch, Siemens, Gaggenau and Neff brands. In advisory discussions, cooking workshops and customer events. An impressive, modern and atmospheric building
Inspiratiehuis 20/20 BSH Household appliances B.V.
Gertjan Sturm, Director of Consumer Marketing at Bosch and Siemens Home Appliances, kicks off and explains how Inspiratiehuis 20|20 and customer centricity are intertwined within BSH. “Here we really get to know our customers: which products have their attention, what is important to them, what do they pay attention to. That is the most important benefit that we get here. ”
Inspiratiehuis 20|20 is fully integrated into the CRM marketing and sales strategy. From the first contact via the retail kitchen partner, BSH follows the consumer until he or she makes a choice – via mail, the visit to the showroom, and follow-up emails. Of course, after the visit to the showroom, an NPS® measurement will follow. The recommendation score is high and what happens? Customers who have visited Inspiratiehuis 20|20 ultimately spend 21% more than they originally intended.
A reason why retail partners also enthusiastically promote Inspiratiehuis 20|20 to their customers.
Session 2 – NPS® as an indicator of growth
The next speaker is Izaac van Kralingen, NPS Officer at Bosch and Siemens Home Appliances, “infected with the NPS virus for several years”. For BSH, the basis of NPS is getting honest feedback from your customers and dealing with it in an honest way. “Our goal? Be better tomorrow than today.
That is why we measure the NPS at our customers with 1 NPS question and 2 open questions. We make it visible in dashboards. This way we know what the consumer thinks about us every second. Not as a report mark, but as an indication of growth and increasing loyalty.
That is why we have embedded NPS as KPI in the organization and we manage it. ”
That sounds great, focus on enthusiastic consumers, but how do you get everyone involved?
That takes time, says Izaac van Kralingen. You have to communicate a lot, ask for commitment, collect evidence, work bottom-up. And slowly but surely growth is emerging. An example is the technical field service, where the NPS rose from 11 to 27 in five years. That sets people in motion and makes them enthusiastic.
Session 3: Repairing with NPS®: a mail bag full of thanks
And then the stage is set for the man in the field: the technicians as direct drivers of the NPS score. Gert-Jan Hollestelle, Field Service Area Coordinator, supervises the technical field and knows like no other how a technician can make or break the customer’s loyalty.
That starts with the first impression: how and where do you park your bus? Are you representative of your appearance? How do you greet someone?
The 5-second rule
Gert-Jan Hollestelle is a supporter of the “5-second rule”: within 5 seconds a technician must be able to determine what is going on in the house. Oversee the situation. Where am I? There are children playing (bustle, hectic life), an elderly lady alone (no technical knowledge), a stressed family man (he has something else on his mind). “Every front door has its own story.” Proper listening and understanding is crucial. Then comes the repair itself and the technician lets the NPS go: all the attention goes to the problem, but still with respect for the customer and home.
Then he picks up the thread again: a good explanation of work and costs, tips and advice on maintenance and cleaning, completion. All things that contribute to the customer experience and the NPS score.
A nice date
“As a technician you used to occasionally find a thank-you note with the work notes for that day. Then you were happy. Now we ask all customers about their experience and many respond. The result? From the occasional card with your job sheet, to a mail bag full of thanks.
Even invitations for a nice date! That is the result of NPS, “concludes Gert-Jan Hollestelle.
Session 4: The voice of the promoter
After a short break, Sec-Ching Yong, Management Trainee, takes over. She is inspired by all feedback that comes in via the NPS measurements. “The voice of the promoters is so strong: we have to do something with that.”
Sec-Ching Yong is developing a well-considered pilot for a marketing campaign for the Bosch brand. After a product promotion, promoters are asked to write a review. Ten of them can then win an extensive cooking workshop at Inspiratiehuis 20|20.
The consideration? A spoken product review on video about their experience with BSH equipment.
Groupies of your brand
The results are beyond expectations. Immediately 8 out of 10 winners called are enthusiastic about giving a video assessment; 2 are somewhat reserved. And after the very personal approach before, during and after the event, all promoters have become super promoters.
“It is unbelievable how enthusiastic our customers are about our brand and how they tell it spontaneously on video. Super promoters are groupies of your brand, without you having to do anything for it.”
Energy and enthusiasm as key words
The results of the event are extremely positive. First of all, Sec-Ching Yong mentions the interaction with and between promoters with a lot of word of mouth for other products.
There is also success internally: the Bosch employees involved in the event get a close-up view of who they work all day for and with what results in the ultimate form of a Net Promoter Score measurement. Finally, Bosch has access to a number of video testimonials with real customers for the website, social media and other marketing communications. “If I have to summarize the event in two words? Energy and enthusiasm. The pilot continues in Spain and France and we have received a budget for the other brands and for customer service.” A good example of what NPS® measurements can bring about.
Session 5: Cultural differences and NPS
Bosch and Siemens Home Appliances has a strong ambition: by the end of 2017, NPS must be rolled out in 25 countries. Of course, this will mean dealing with language and cultural differences. Emilie van der Perre, Coordinator of NPS at BSH Belgium shows how our southern neighbours deal with this.
Four languages and cultures
Anyone who thinks that only Flemish and Walloon are spoken in Belgium is wrong. In addition to these two major language areas, there is also an official German language area and there is Brussels: a melting pot of cultures with English as the main language. Every language brings its own culture. What do customers from different regions expect?
- The French-speaking Waal expects sympathy, empathy and wants to be addressed in its own language.
- Dutch-speaking Flemish people expect speed and a bit of sympathy.
- In Brussels, the client mainly expects an understanding of his situation and a fast response time.
- The German-speaking Waal expects it all.
The differences in language and culture also have consequences for the internal organization. Belgian contact centre staff must be at least bilingual; technicians preferably trilingual. This is important for good communication and a positive NPS.
And what about the feedback on the open questions in the NPS measurements? They also come in in four languages … Finally, Emilie van der Perre addresses the differences in work culture. “Where everything in the Netherlands seems to go so smoothly, Belgians are often more reserved. NPS initially felt “imposed” and employees were quite sceptical. Slowly but surely, results became visible and the tide turned. Now, after a year, employees are wildly enthusiastic.
We are working towards a higher goal: increasing customer loyalty. NPS has really brought about a mind switch: from complaints to positive energy. ”
Session 6: Cooking with Andy
We conclude the evening with a cooking demonstration by Andy McDonald, as he often does in Inspiratiehuis 20|20. In his short introduction, Andy expresses perhaps most aptly what the Net Promoter Score is about: “I am not a marketing person, not a salesman, but I do have a passion for my profession.
I pass on an experience. Therefore I am not concerned with a score, but only with how our customers / guests experience that experience.”
But of course, the cooking demonstrations and workshops are also measured. Andy therefore gives 8 tips on how he, as a chef, contributes to positive NPS scores.
1: Provide an English accent.
2: Add some humuor.
3: Give guests a drink.
4: Let them talk, we listen.
5: Keep it simple.
6: Give honest answers.
7: Work in a team.
8: Show what it’s all about: passion and pleasure.
And then it is the time to see, smell and taste how he puts a beautiful sea bass fillet with pied-de-mouton, shallots and crème fraîche on a bed of steamed pointed cabbage within fifteen minutes. A tasty appetizer for the concluding drink of an inspiring evening.