Enhancing Net Promoter Score and Cultivating Customer-Centric Service
Laitinen, Juulia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121135913
https://urn.fi/URN:NBN:fi:amk-2023121135913
Tiivistelmä
This thesis is focused on the enhancement of the Net Promoter Score (NPS) within Company X, a prominent financial technology company. The primary aim was to investigate the willingness of Company X's customers to endorse the company, as reflected in the NPS survey results. The study aimed to use these insights to refine the company's operations, further elevating the NPS metric. The ultimate goal of the thesis project was to produce actionable material to guide the future developmental initiatives of Company X.
The central research question addressed in this study was, "How can company X increase its Net Promoter Score?" Several sub-problems were explored to comprehensively address this main research question. These sub-problems included exploring methods to develop the organisation’s day-to-day operations to be more customer-centric, which would accelerate the positive impact on NPS scores. Additionally, the study delved into an assessment of how a company’s service and product offerings align with the needs of its customers.
The research framework for assessing the Net Promoter Score revolved around two principal concepts: customer attitudes and the efficiency of services. These core concepts were examined from various angles within the theoretical framework. Furthermore, the theoretical section delved into the collection of customer feedback, which customers receive via text messages following their interactions with the company's phone-based customer service.
To conduct this research, a combination of qualitative and quantitative methodologies was employed. Qualitative and quantitative insights were collected through NPS questionnaires where customers gave substantial feedback and also from freely written feedback. These data collection activities took place in mid-2022, resulting in 1432 NPS survey responses.
The central research question addressed in this study was, "How can company X increase its Net Promoter Score?" Several sub-problems were explored to comprehensively address this main research question. These sub-problems included exploring methods to develop the organisation’s day-to-day operations to be more customer-centric, which would accelerate the positive impact on NPS scores. Additionally, the study delved into an assessment of how a company’s service and product offerings align with the needs of its customers.
The research framework for assessing the Net Promoter Score revolved around two principal concepts: customer attitudes and the efficiency of services. These core concepts were examined from various angles within the theoretical framework. Furthermore, the theoretical section delved into the collection of customer feedback, which customers receive via text messages following their interactions with the company's phone-based customer service.
To conduct this research, a combination of qualitative and quantitative methodologies was employed. Qualitative and quantitative insights were collected through NPS questionnaires where customers gave substantial feedback and also from freely written feedback. These data collection activities took place in mid-2022, resulting in 1432 NPS survey responses.