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Starting With a Named Account Based Program is a Money Move…….Literally.

Posted on May 20, 2010 , by cherylgutierrez

Am I the only one that finds it strange that so many companies kick off their customer experience and loyalty programs focused on market stats, customer satisfaction scores and Net Promoter Scores (NPS) – quickly are left wondering, now what?  They ask themselves, what do we do with this?  So you have the scores and data points, but are they actionable?  Can you quantify the results of your program?  If not, then why do it at all?  My recommendation: Don’t do it.  If you don’t take action on your results, you might as well not do it at all.  You will do more harm than good and alienate your customers that kindly took the time to provide feedback.  
This is why I would argue before you run off to create your Business, Consumer or Partner NPS program; you take pause and build your Named Account Loyalty Program first.  This program is actionable; it will give you real quantifiable results that you can build from.  Step 1: Bring in ROI that justifies your team’s existence, Step 2: knock the ROI goals out of the park, Step 3: grow your program freely.   If you don’t start with something that will drive action in your largest named accounts in your most strategic relationships that drive 80% of your revenue, you are missing the boat.  Does your program show value? What are the results?  Quantifiable results.  My list of ROI from our account based program is long but getting to the point that you are most interested in……we have influenced $68.5M in new and existing sales opportunities in just 12 months.    Go for the money move and start with an account based program!