{"id":3052,"date":"2010-07-21T04:30:12","date_gmt":"2010-07-21T10:30:12","guid":{"rendered":"https:\/\/staging.opexlearning.com\/resources\/?p=3052"},"modified":"2014-10-24T23:36:15","modified_gmt":"2014-10-25T04:36:15","slug":"dear-mass-market-promoter-detractor-nps-qwest","status":"publish","type":"post","link":"https:\/\/staging.opexlearning.com\/resources\/dear-mass-market-promoter-detractor-nps-qwest\/3052\/","title":{"rendered":"Qwest Customer Service NPS Loyalty Program: Irony of the Detractor"},"content":{"rendered":"<div class=\"a296a24fa2fc69ef5487857f02f111e8\" data-index=\"9\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script>\r\n<!-- Single Post readerboard -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:inline-block;width:728px;height:90px\"\r\n     data-ad-client=\"ca-pub-8207522353004717\"\r\n     data-ad-slot=\"1144967431\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\n<\/div>\n<p>The Irony of the Qwest Customer Service NPS Loyalty Program.<\/p>\n<p>I&#8217;m considered &#8220;Mass Market&#8221;. Let me explain.<\/p>\n<p>I received an email recently from <a title=\"qwest customer service\" href=\"https:\/\/staging.opexlearning.com\/resources\/comment-on-qwest-customer-service\/306\/\">Qwest Communications<\/a> requesting that I complete a survey. I read the email, then the signature had the executive&#8217;s name, which caught my eye:<\/p>\n<blockquote><p>Dan Yost<br \/>\nExecutive Vice President<br \/>\nMass Markets<\/p><\/blockquote>\n<p>Is that what I&#8217;ve become? A Mass Market? \u00a0Does Qwest really call their customers &#8220;Mass Market&#8221;?<\/p>\n<p>Here&#8217;s that email:<\/p>\n<blockquote><p>Dear Valued Customer,<\/p>\n<p>As part of our commitment to improve your experience with our product, services and people, I am asking for your assistance in providing valuable feedback by participating in our Customer Relationship Survey.<\/p>\n<p>Your opinion is extremely valuable to us, and the information collected from the survey will be reviewed and acted upon by Qwest as part of our continuous improvement efforts.<\/p>\n<p>Satmetrix, a leading provider of customer experience management solutions, will be conducting the survey on our behalf. The survey will take about 5-8 minutes to complete. To access the questionnaire, please click here.<\/p>\n<p>Thank you in advance for your time and consideration.<\/p>\n<p>Yours sincerely,<\/p>\n<p>Dan Yost<br \/>\nExecutive Vice President<br \/>\nMass Markets<\/p><\/blockquote>\n<p>The irony in all of this is this: the incredibly impersonal, corporate-speak email is about a customer relationship survey asking for Net Promoter Score from Satmetrix information &#8211; on whether I&#8217;d recommend Qwest to a friend.<\/p>\n<h2>Message or Messenger<\/h2>\n<p>It&#8217;s clearly both. The message that Qwest sent is impersonal; the messenger&#8217;s job title puts me squarely amongst millions of other blob-like customers &#8211; heck, we&#8217;re a Mass Market; kind of akin to &#8220;a bunch of customers&#8221; or &#8220;a grundle of people&#8221; or &#8220;revenue producing population&#8221; &#8211; you know, all really warm and fuzzy labels that repel rather than create loyalty.<\/p>\n<p>To their credit, they probably recognize that Qwest Customer Service and Qwest products aren&#8217;t very good and that there is wholesale Detractors (NOT Promoters) for Qwest.<\/p>\n<p>At least they are trying.<\/p>\n<h2>How Qwest Can Improve<\/h2>\n<p>Simple measures can make a big difference.<\/p>\n<ol>\n<li>Instead of &#8220;Dear Customer&#8221;, how about using a &lt;name&gt; variable that inserts the customer&#8217;s first name instead. That would be more personal and show that you might care a little bit.<\/li>\n<li>The title &#8220;Mass Markets&#8221; is just so impersonal. \u00a0Even as an internal job title, it&#8217;s just not good &#8211; I&#8217;m sure there are human resource professionals that would agree with me on this point. Regardless, if Qwest chooses to keep that as an internal job title, at least don&#8217;t announce it in the signature of a huge email campaign. \u00a0&#8220;Mass Markets&#8221; &#8211; please.<\/li>\n<\/ol>\n<p>I think if Qwest had done my two suggestions above, it would&#8217;ve been a much better email communication. And, heck, the content of the email might actually be more aligned with the spirit and intention of the email.<\/p>\n<p>Below are screenshots of the Qwest Net Promoter Score (NPS) Survey:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3053 aligncenter\" title=\"qwest-survey-1\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/06\/qwest-survey-1.jpg\" alt=\"qwest-survey-1\" width=\"615\" height=\"451\" \/><\/p>\n<p>This next section in the Customer Satisfaction Survey is interesting because it asks my propensity or asks me to gauge how much of a detractor I have been:<\/p>\n<blockquote><p>How many friends or colleagues did you advise against doing business with Qwest or CenturyLink in the last 6 months, if any?<\/p><\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3054 aligncenter\" title=\"qwest-survey-2\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/06\/qwest-survey-2.jpg\" alt=\"qwest-survey-2\" width=\"623\" height=\"425\" \/><\/p>\n<p>Now, in this next section of the customer satisfaction survey, I&#8217;m asked about my perception on the reputation of Qwest or CenturyLink:<\/p>\n<blockquote><p>Please rate your satisfaction with Qwest of CenturyLink for each of the following. Check &#8220;Not Applicable&#8221; if you do not have experience with a particular area:<\/p>\n<ul>\n<li>Is easy to do business with<\/li>\n<li>Is innovative<\/li>\n<li>Is my preferred company to do business with<\/li>\n<li>Is customer focused<\/li>\n<li>Delivers value relative to cost<\/li>\n<\/ul>\n<\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3055 aligncenter\" title=\"qwest-survey-3\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2010\/06\/qwest-survey-3.jpg\" alt=\"qwest-survey-3\" width=\"608\" height=\"572\" \/><\/p>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>The Irony of the Qwest Customer Service NPS Loyalty Program. I&#8217;m considered &#8220;Mass Market&#8221;. Let me explain. I received an email recently from Qwest Communications requesting that I complete a survey. I read the email, then the signature had the executive&#8217;s name, which caught my eye: Dan Yost Executive Vice President Mass Markets Is that [&hellip;]<\/p>\n","protected":false},"author":12327,"featured_media":10741,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[664],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qwest Customer Service NPS Loyalty Program<\/title>\n<meta name=\"description\" content=\"Qwest Customer Service NPS Program sent me an email, calling me &quot;mass market&quot; 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