1. CustomerGauge / Directness BV INCREASE YOUR NET PROMOTER ENGAGEMENT WITH CUSTOMERGAUGE THANK YOU EMAILAdam Dorrell 9 May 2014 Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

2. CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. Remember your manners! Do you remember your mother teaching you send thank you notes? I know you feel guilty about not doing it more often! You are getting great information from your customers You need to say thank you its the polite thing to do! When was the last time that you got thanked for your feedback? 3. CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. Why Build Gratitude into the Process? NOT expressing your gratitude is a non- verbal communication that you dont truly value what your customers are saying. Dont let that happen! Saying thank you is a great opportunity to demonstrate to customers how much you value their feedback. It shows customers their feedback is really used! It enforces commitment to internal change. It puts the organization a step further on the path to true customer-centricity. YOU ARE BEATING 99% OF COMPETITORS THAT DONT DO THIS! (Its truly shocking how few companies do!) 4. CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. Best Practices You probably cant send a personalised thank you note to each client (but thats a good goal) Good compromise is once a month send to all the respondents who gave 0 10 in the last month (put it in your diary): Identify 3 themes from the responses Ideal to send a different message to promoters and detractors, and to those who commented/did not comment but for simplicity just one will do Whats in the thank you notes Say thank you and that the feedback was really appreciated Write what you learned from feedback Explain what you have done or will do Tell them that you look forward to the next time Use a standard template Easy to repeat EACH MONTH Better to get a senior company office to sign it or be the sender. 5. CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. The perfect template - example Dear Thank you for your response to our survey on . You scored as . We read all comments and take customer input very seriously. From the valuable customer comments in the month of April, we learned: 1. We did not carry some key products in our online store 2. Our help system is hard to use 3. Wait time on the phone can be too long These are actions points we are taking: Already this month we have added 17 new products thanks for the suggestions. We have started a project to improve help, and we hope to have it working next month We understand the frustrations on the phone waiting time its a complex issue, but rest assured we have a long term plan to solve this. For those that are interested, we had a response of 35%. Half of our responses were 9 and 10. Our Net Promoter Score was 53 (learn more about it here) I hope we will see you as a returning customer in the future and receiving more feedback. Kind regards John Black John Black VP Customer Support Acme company logoUse same template as your invitation email Personalise as much as you can, put in score and date to remind customer Top 3 things you learned As a result of the feedback, Actions you have done, are going to do, or plan to do long term Be transparent about your NPS program. Market it! Make it from a senior staffer shows exec buy-in From John Black, Acme Subject: Thank you for your feedback heres what we are doing with it 6. CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. Whats stopping you? Ease of doing it? CG makes it easy to do this we can even help you each month to send Process Needs to be something that is baked in Get your NPS team to help you each month Legal Its not spam. You are thanking people for their input. Hint: Customers love it Time One hour a month for a huge impact Cost Only a small cost per email (or zero) depending on your contract Dont see the benefit This is about the most effective and simple retention marketing you can do closes the loop on NPS 7. CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. Respond to all real Example Dear customer Thank you for your comments on our survey. We take customer input very seriously. In response to your valuable comments (and others) we have already taken the decision to: 1. expand the product range available on the site 2. install a new line for the Online Shop (0870 0130791) and reduce the cost 6.7p/minute (already in effect) 3. improve the presentation of our accessories 4. Change the messages sent to customers to help better communicate delivery time 5. Improve delivery services and tracking of parcels 6. New training in our contact centre to respond better customer queries We will be implementing these changes in the next 30 days. I hope we will see you as a returning customer in the future and receiving more feedback. Kind regards Adam Dorrell Direct Sales Philips Consumer Electronics BV Amstelplein 2, Breitner Centre 1096 BC Amsterdam, NL Good Morning Adam, I'm very pleased to read your email response. The actions you are taking will completely address all of the issues I experienced when ordering. It is also good to see a large organisation responding in a very short space of time to customer requests, knowing myself how complex a process change management can be. It really makes me feel like filling in the questionaire was a worthwhile process and the communication has been excellent and I must congratulate Philips in acting so swiftly and positively. My faith in Philips has been completely restored, which is great as the quality and design of the products has never been in question. Many Thanks David And proof it works. 8. CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. 10. Manners Remember to thank responders Tell them what you learned and what you will do with the information. Why? Because customers repeat. Top customers have double response rates: Say Thank You