Customer love:
START QUIZ
Where are you on the path to greatness?
What is your company’s primary purpose – the reason it exists?
1
CUSTOMER LOVE: WHERE ARE YOU ON THE PATH TO GREATNESS?
Maximize value for shareholders
Provide a great place to work for our employees
Enrich the lives of our customers
Deliver balanced value to all stakeholders including customers, employees, investors, and the communities where we operate
I’m not sure
Which best describes your company’s senior leaders?
2
They prioritize the near-term bottom line
They champion customer and employee-centric values and are consistent in their actions
They champion customer and employee-centric values but can falter in execution
Back
How does your company measure whether it is doing well?
3
We review financial metrics balanced with customer metrics (e.g., NPS, CSAT, retention)
We focus on the growth of our customer base even if not operating profitably
We look at the sales or profits first—the financial bottom line for this quarter/year
How inspiring are the leaders of your company?
4
0
5
6
7
8
9
10
Not inspiring
Highly inspiring
How do you listen to what your customers and employees have to say?
We collect feedback through surveys or interviews, but I don’t see the results
We collect feedback and share the results with everyone who should see it
Someone centrally does customer or employee research
I am not sure how we listen to what our customers and employees have to say
How do customers know you’re listening to their feedback?
We follow-up with customers individually to close the loop
We follow-up with customers collectively (e.g., mass emails) to let them know we’re listening
Customers don’t really know what we’re doing with their feedback
N/A—we aren’t listening / I don’t know what we do
How is customer feedback used to train and coach your company’s front line?
Every piece of relevant customer feedback is shared as an individual coaching and learning opportunity
A distillation of relevant customer feedback is shared during structured semi-annual/ annual reviews
Training and development is mostly through HR or other formal training process; it is not linked to customer feedback
I am encouraged to constantly look for ways to treat our customers better and do more for them
Always—I have the time to do this in my day to day
Sometimes
Rarely—there’s too much on my to-do list already
Our products and services are superior to others in the market
Definitely—we are unquestionably better than competitors
Maybe—some of our products / services could be improved
No—I am not sure if I’d buy our company’s products and services if given a choice
We incorporate new technologies to help us automate processes and streamline customer interactions (e.g., chatbots)
Yes—across all major parts of our business
Sort of—across a few parts of our business
No—we are still primarily doing things as they’ve always been done
We know what creates customer loyalty
11
Definitely
Sort of
Not really
We help our customers easily promote our company/brand/products
12
We don’t really engage our customers in promoting our company
We foster a customer community (e.g., web forums, Facebook groups, etc.), but do not have a call to action for community members to promote
We passively encourage our customers to promote us (e.g., a link hidden on website to refer friends)
We make it super easy to help our customers promote us (e.g., prominent reminders with “one-click” ways to share referrals)
We market to new customers with personalized messaging and stay authentic to our brand
13
All our marketing is like this!
Some of our marketing is like this
Our marketing is generic
I do not know how we market to new customers
Based on your organization's score, we recommend the following content:
CUSTOMER SATISFACTION
CUSTOMER EXPERIENCE MANAGEMENT
CUSTOMER SUCCESS/DELIGHT
CUSTOMER LOVE
Your company is underdelivering to customers, and your employees are feeling it, too. Take the opportunity to course correct; consider the long-term value of happy customers when considering how to change.
Customer Exploitation
1. BUILD A PURPOSE-DRIVEN CULTURE
2. INSPIRE TEAMS
3. BE REMARKABLE
4. RALLY PROMOTERS
Amazon and the Importance of Treating Employees Right at a Customer-Centric Organization
CUSTOMER EXPLOITATION
Giving People Hope by Reigniting Your Company Purpose
Customer: The Stakeholder Who Speaks for Al
The Dawning Age of Customer Capitalism
How Focusing on Customers Helps Companies Combat the Great Resignation
The Dubious Argument Against NPS
Restoring Customers to the Rhythm of Their Lives
Your best employees work for love, not money
Best in Show: How Chewy Stands Out from the Pack, Including Amazon
Tune and Retune Your Offering for a Post–Covid-19 World
Net Promoter 3.0
You Only Make One First Impression on Customers
Your organization's overall score:
Explore how your organization performed by category:
Your company sets itself apart with a customer-focused purpose. You practice the golden rule: treating your customers the same way you would want to be treated.
Your company understands that intrinsic motivation works best with employees. You are sharing the voice of the customer with them, and seeing their personal impact inspires them.
1. BUILD A PURPOSE- DRIVEN CULTURE | HIGH
2. INSPIRE TEAMS | HIGH
You company is always pushing the boundaries to surprise and delight customers with remarkable offerings and experiences. Keep it up to stay ahead of the competition!
3. BE REMARKABLE | HIGH
You know how to engage your customers and have built an impressive community of active promoters that will help you earn growth. Keep up the good work!
4. RALLY PROMOTERS | HIGH
HIGH
MEDIUM
LOW
Your company recognizes the importance of engaging diverse stakeholders. Remember: if you hone in on a singular purpose —enriching customers’ lives—the benefits to other stakeholders follow.
1. BUILD A PURPOSE- DRIVEN CULTURE | MEDIUM
Your company is missing the critical first step to customer love—a winning purpose. Start there before you erode the only source of sustainable long-term growth—happy customers.
1. BUILD A PURPOSE- DRIVEN CULTURE | LOW
Our research shows that intrinsic motivation works best with employees. Let your employees directly see and hear their impact with customers. Trust us; it will inspire them.
2. INSPIRE TEAMS | MEDIUM
2. INSPIRE TEAMS | LOW
Your current offerings and experiences clear the bar, but fall short of delighting customers. Think about how to differentiate, such as introducing technology to curate and personalize offerings.
3. BE REMARKABLE | LOW
3. BE REMARKABLE | MEDIUM
Make promoters your marketing engine. Find out why they are promoters and focus there—from consistent delivery to personalized marketing—then make it easier for them to tell their friends.
4. RALLY PROMOTERS | MEDIUM
4. RALLY PROMOTERS | LOW
RETAKE QUIZ
For access to the full Customer Love Diagnostic or to learn more about how Bain can help you apply these concepts, please reach out
Your company is delivering the basics, but customers may be looking for a better option. Remember: The value of active promoters will greatly outweigh any investment required to set you down a better path.
Customer Satisfaction
Your company is well on the path to Customer Love. Double down and you’ll soon have active promoters referring their friends, family, and colleagues—and driving earned growth.
Customer Experience Management
Customer Success/Delight
Your company loves its customers and demonstrates it every day, earning their loyalty and earning growth. This is no easy feat—celebrate! Then, keep striving.
Customer Love
