In the auto glass industry, consumers often have a limited understanding of what makes a quality repair or replacement. They don’t necessarily understand how careful the technician must be to not damage the car during the process or how delicate the procedure of removing old adhesive and adding new can be… that is unless we tell them.
That’s Jason Wathen’s strategy: “Often we perform an awesome service, but the customer didn’t realize it… and that’s because we didn’t tell them.”
In June of 2012, Wathen, who has been with Safelite AutoGlass® for 16 years, was promoted to the general manager Spokane, Wash. After serving as the technician manager in Safelite’s top NPS market under the leadership of Dave Ross.
Immediately, he began to review his new team’s Net Promoter Scores (NPS). “I’m an NPS nut,” Wathen readily admits. “I noticed two technicians in our Kalispell, Mon., store who had 100% NPS. I had to go there and find out what they were doing.”
In observing the two – Tony Hansen and Bill Quinn – it was clear they made a commitment to talk to the customer… not just friendly conversation, but explaining the damaged glass and what to expect from the replacement. Then, they asked for feedback via the customer service survey. Tony, who is a mobile technician, will go so far as to call the customer after the service if he or she wasn’t available to talk at the end of the appointment.
“Sometimes you just have to go back to the basics,” Wathen stresses. “If we provide a quality service and communicate to the customer, you can’t go wrong.”
Thanks to the market’s commitment to customer delight, they’ve steadily improved NPS scores and currently had the top fourth score in the country – and they consistently outperform the company’s national average. So far this year, Safelite’s Spokane market has an impressive 90.3% NPS!
The criticalness of service as a business strategy is evident in the market’s increase sales in profit and decrease in warranty rates. Spokane has decreased warranty rates from 2% to 1.6% in the last year while also growing sales by 5% and profit over 22%. What this indicates is that the better service you provide, you get more referrals, and the better service you provide leads to fewer warranty issues, which means the company doesn’t have to invest in correcting problems – that’s more to your bottom line.
When reflecting about his experience with top-notch NPS scores, Wathen shares, “It’s not luck. It takes commitment and willingness from everyone to try… to try to care for the customer. And it works. Over time, NPS will rise.”
The Net Promoter Score (NPS) methodology is based on the fundamental perspective that every company's customers can be divided into three categories: Promoters, Passives, and Detractors, by asking one simple question: “How likely is it that you would recommend Safelite to a friend or colleague?” Tracking these groups gives a clear measure of your company's performance through the customers' eyes. Customers respond on a 0-to-10 point rating scale and are categorized as follows:
• Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
• Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
• Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
To calculate your company's NPS, take the percentage of customers who are Promoters and subtract the percentage who are Detractors.