Now that you have a firm understanding of what NPS is, let’s introduce you to Taylor & Hart—a London-based jeweler specializing in bespoke engagement rings, uniquely designed and set with ethically-sourced diamonds. The company has used NPS to confirm their growth strategy, transform their manufacturing process, and double their annual revenue to €4.5M.
THE HOMEPAGE AT TAYLOR&HART.COM
Three and a half years ago, Taylor & Hart were part of Techstars, an incubator program in Boston, MA. One of their goals while there was to determine the ❘e Metric That Matters✩o their organization, AKA the one metric they would report on every single day.
They initially thought the ideal metric would be sales. After all, they❻ in business to make moneyBangalore Wealth Management. But Stefan Milev, the company❼CMO, realized that something else was needed to measure and track the customer-centric approach the company wanted to take.
Convinced that “you can’t grow revenue without growing NPS,” they settled on NPS as their core metric. And this proved to be a wise decision, as it very quickly became evident that many customers were reluctant to buy a ring from an online-only retailer, which Taylor and Hart was at the time, without seeing it in person first.
AT TAYLOR AND HART, EACH CUSTOMER WORKS WITH A DEDICATED CONSULTANT TO CREATE A BESPOKE RING
By measuring NPS and ensuring that each of its jewelry consultants focused on exemplary service, Taylor & Hart wanted to turn reluctant visitors into one-time buyers, and one-time buyers into lifelong customers. This customer-centric mindset would, in turn, ensure business growth at an astonishing rate.Udabur Stock
Saying you want to measure NPS and actually doing it are two different thingsUdabur Wealth Management. The team at Taylor & Hart was able to use this metric to their advantage by following a 4-step process, which we❿ outlined below.
As a young company with a relatively tight budget, Taylor & Hart knew early on that they needed to narrow down their focus. They identified the two main customer milestones that are vital to their business:
The moment a customer places an order
And the moment the order is received
The first milestone is what they call the ❼rvice NPS✵which measures the experience each customer has as they interact with Taylor & Hart❼consultants. The second milestone is their ❹oduct NPS✵which tracks customer satisfaction with the final product once it❼received.
Once you understand which milestones to track, you can begin to collect the right data.
At Taylor & Hart, all customers are assigned a dedicated consultant that guides them through the purchase; about an hour after an order is placed, the customer receives the first ‘service NPS’ email survey.Jaipur Investment
This email lets the customer rate the level of service up until that point and add comments about it, which in turn tells Taylor and Hart’s consultants what they need to improve or continue doing.
Asking the NPS question almost immediately after an order is placed means the details are still fresh in each customer’s mind. In turn, the answers allow Taylor & Hart to optimize their processes and improve conversions at the first milestone.
It doesn’t end there. As Stefan explains, the company then sends “a product-specific NPS survey 40 days after purchase, when the ring has been produced, shipped, and received. We know it usually takes 22 days on average for us to produce and ship a ring, so we add on some extra days to account for holidays/delivery/etc. At 40 days, we are absolutely sure the customers have received our rings and can comment on their quality.”
THE NPS QUESTION TAYLOR & HART SEND 40 DAYS AFTER THE RING HAS BEEN RECEIVED
Again, Taylor & Hart goes straight to their customers for feedback, which eliminates the possibility that they❵ draw faulty conclusions about why a product isn❽well-received. They don❽have to guess at all: they just ask.
Taylor & Hart tracks a lot of customer data—possibly more than other, much larger companies. How are they able to do it with their small, 30-person team? By creating automated systems.New Delhi Wealth Management
Using a combination of Salesforce, Zapier, Wufoo, Google Sheets, and Geckoboard, Taylor & Hart is able to process every piece of customer data and use it to their advantage. Their process looks like this:
First, Taylor & Hart❼consultants add each customer❼details to the company❼CRM, Salesforce.
When an order is placed, Zapier triggers an email, which is sent to the customer, containing the NPS question with the 0-10 scoring system.
Once a number inside the email is clicked, the customer is taken to a Wufoo form and asked additional survey questions based upon their initial response (and whether they qualify as a detractor, promoter, or passive).
The customer❼answers are then sent to a dedicated Google Sheet via another Zapier trigger. This Google sheet automatically calculates Taylor & Hart❼monthly and 90-day NPS.
Finally, the monthly NPS is displayed on TV screens throughout the Taylor & Hart office using Geckoboard. This is done so that the entire organization can see if their customer experience efforts are succeeding or not.
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