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OPINION
Client experience starts within
A strong employee experience leads to a stronger client experience, ensuring sustainable success and differentiation in the market.
R epeat business is vital for the bottom line, and it often stems from exceptional project execution and an outstanding customer experience. But here’s the secret: it becomes almost effortless when you have happy, engaged employees. Did you know that companies with highly engaged employees experience 21 percent higher profitability and are 17 percent more productive? It’s no coincidence – engaged employees deliver exceptional client experiences.
Kathy Nanowski, MBA, CPSM
A powerful tool for measuring both employee and client satisfaction is the Net Promoter Score. This is a success metric that measures both customer and employee satisfaction and loyalty. It was created by Bain & Company in 2003 and is widely used by both B2B and B2C businesses. Client’s answer, “How likely are you to recommend our firm to a friend or colleague?” while employees respond, “How likely are you to recommend this organization as a great place to work to your family or friends?” on a scale from 0 to 10. NPS responses fall into three categories:
NPS benchmarks range from -100 to 100, with scores from -100 to 0 indicating a negative experience, and 1 to 30 being acceptable but with room for improvement. Scores from 31 to 50 are typical for most companies, while 51 to 70 shows above-average performance, and 71 to 100 reflects industry leaders who significantly outperform competitors. However, NPS varies by industry, so you’ll want to take that into consideration when measuring success. WHY HAVE A CLIENT EXPERIENCE PROGRAM? Client experience encompasses the entire customer journey, beginning with how clients first interact with your firm – your brand, or what people say about you. Remarkably, 92 percent of people trust word- of-mouth recommendations over advertising. CX includes everything from navigating your website
Promoters (9-10). Enthusiastic supporters.
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■ Passives (7-8). Satisfied but not necessarily loyal.
Detractors (0-6). Unhappy and likely to discourage others.
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See KATHY NANOWSKI, page 10
THE ZWEIG LETTER FEBRUARY 24, 2025, ISSUE 1574
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