Driver Analysis
What and Why
Welcome to Top Right Corner! If achieving customer intimacy ranks high in your current business objectives then we believe you’ve found the business that can help you get there. Probably like most companies you’re already measuring things like Net Promoter Score (NPS) and customer satisfaction but are in the dark about the key drivers behind these metrics. What should you do when the scores start heading in the wrong direction? What behaviors do you have to reinforce to increase advocacy?
Top Right Corner specializes in helping businesses identify, track and manage these key drivers. We do this using a service-based approach based on proprietary technologies and processes and applied to data that you are most likely already collecting – for example, the verbatim responses to NPS questions such as “Why did you score us that way?”
An example NPS driver analysis performed for a UK insurance company is shown to the right. This was created by analysing several thousand verbatim responses to the question “why did you score us this way?” which is an effective method for understanding “why” people are promoters and “why” they are detractors.
The quadrant shows driver popularity, importance and trends through 2008. The goal is to have a few, high popularity/strong “what does your brand stand for” promoter drivers; and many weak/low popularity “let me think of something negative to say” detractor drivers. Visually, you want your promoter drivers in the top right corner and the detractor drivers in the bottom left corner.
In this example, this is largely the case and the trending is good but the stand out issue in the business relates to foreign call centres. This is a major driver for detractors – extremely strong and ranking third in detractor driver popularity.
Interestingly, standard correlation analysis performed by the insurance company had missed the foreign call centres driver – because, of course, they weren’t aware that this was such an issue in their business and had not included it as a question in their surveys. Top Right Corner will always find the unknown unknowns because the analysis occurs without any set-up and, therefore, without any bias. We let the data tell us what is there.
Further, Top Right Corner facilitates further exploration of these drivers. For example, claims/policy detractors are mainly complaining that when the time came to make a claim their policy did not provide the cover they thought they had. Further, Top Right Corner provides the ability to spot emergent drivers, map drivers by brand, touchpoint, product or by whatever variable you may have within the data. Ever wondered why one of your brands wears the brand halo? Well, Top Right Corner will enable you to find out and reinforce those drivers as well as applying them to other brands where appropriate.
