NB The article is originally produced in Danish
Satisfaction surveys as a tool for dialogue
“Dansk Erhverv is an organization with many functions, and what drives our success is first and foremost the members’ experience and satisfaction with our services”
Jan Hjorth-Mosegaard, Deputy Director with responsibility for IT and digitalisation, Danish Chamber of Commerce.
How do you ensure that your members are adequately welcomed, and that the service you deliver lives up to members’ expectations? For the Danish Chamber of Commerce, it quickly became clear that a closer dialogue with the members is a prerequisite for loyalty.
“We are a house with many different functions. After all, there is the political part in relation to the agendas and key issues we pursue. And then there is the whole employment law, where we have approx. 50 lawyers who take care of everything related to employment law, as well as business law issues. We must be able to embrace a wide range, from the conditions in the country’s largest companies to the challenges of the local florist. Therefore, it is essential to know how we can contribute to the members’ experience of our services as relevant and beneficial”, Explains Jan Hjorth-Mosegaard. He adds that also internally in the house, tools like NPS.Today should reflect an easier everyday life and a better collaboration.
From satisfaction surveys to dialogue with members
Dansk Erhverv uses NPS not only for overall satisfaction surveys, but also as a tool for dialogue. By adapting the measurements to specific contact points, valuable insight is gained into where to deploy in order to provide the best member service.
“It is simply a matter of constantly getting your hands on the hob and seeing where we are. We started by measuring on our legal hotline, which is our main point of contact. Here the members call in and have the opportunity to get advice on the phone and subsequently evaluate the advice. It is really interesting that we have a completely unique NPS of around 70. Also considering that the legal answers are not necessarily what the member had always hoped for”, says Jan Hjorth-Mosegaard.
Dansk Erhverv’s first experience with NPS was made when they integrated it into their CRM system for the legal hotline.
“Today, we run NPS in four areas. In the The legal hotline, on an onboarding course for new members, on the website for selected content areas and on a relationship program for existing members. When we respond to members who have given a low rating, there is almost always a positive response in the conversation that follows. In terms of how to act as a company, we can clearly see an effect there. We have been running classic satisfaction surveys for a number of years, but we wanted to get closer to our members. NPS is one of the tools we use and which we will also use in connection with our many courses and events”, says Jan Hjorth-Mosegaard.
Easy to manage and decode
Jan Hjorth-Mosegaard explains that the measurement method Net Promor Score itself is easy to understand, and this was, among other things, a prerequisite for the choice of solution.
“When you just get below the surface, it is quite simple to handle and decode, even for employees who have completely different focus areas. It should also be simple for the entire membership group, from the small trader to the largest companies. Both the way we are assessed and the collection part. It was also a significant motivation for choosing nps.today ”.
Creates value every day
Dansk Erhverv receives regular reporting on where they are located, and employees can go in and follow their NPS dashboard.
“There is nothing secret in what we do and transparency is important to signal, even though the interest may not be there everywhere”, says Jan Hjorth-Mosegaard. ”And then it was important to us that it is a tool that works and creates value, and not just a ‘manifested management tool’ that dies after two and a half months. It is an integral part of the organization, it is being used and we can report to our board. It gives value in everyday life that we can see what we do well and follow up on the individual member. That is where the true value lies ”, concludes Jan Hjorth-Mosegaard, Deputy Director of Dansk Erhverv.