Skill Pills by Sponge - impact research: Dell Net Promoter Score.
At a glance.
Key benefits.
A two-minute video encouraging Dell's sales employees to contact those identified as ‘detractors’ by a quarterly Dell satisfaction survey.
Products & Services.
Upskilling, Skill Pills by Sponge, video content
Outcomes.
Increased contact from Dell's sales employees across the globe.
Overview.
Dell Large Enterprise asked Skill Pills by Sponge to create a two-minute video to encourage sales employees to contact those identified as ‘detractors’ by a quarterly Dell satisfaction survey, resulting in increased customer contacts across the globe.
Background.
Providing IT software, hardware, and solutions advice to organisations with over 500 employees, Dell Large Enterprise had over 14,000 sales makers worldwide who had been supported with 20+ Skill Pills in the 12 months before this project launched.
The ‘Net Promoter Score’ is a key performance indicator at Dell. Customers are surveyed every quarter and rate their satisfaction on a ten-point scale. These scores are used to classify the customer as a ‘promoter,’ a ‘detractor,’ or ‘neutral.’ The Net Promoter Score is reached by subtracting the number of detractors from the number of promoters.
As part of this survey, detractors provide more details on why they are unhappy with their experience. To convert detractors into promoters, sales employees are requested to make contact as soon as possible, talk through the customer’s issues and, if possible, provide a solution. A key target at Dell is to contact these detractors within two weeks.
The Skill Pills by Sponge solution.
Skill Pills created an engaging video featuring a recognisable personality from within Dell, the Vice-President and General Manager of Dell EMEA at the time of the project.
In order to stand out and engage Dell’s sales employees, the video was created in a ‘film noire’ style. Stephen was recreated in the animated video as a private investigator seeking to help the customer in distress.
The content of the video reinforces the importance of calling detractors back as soon as possible, as well as providing tips on how to conduct the call and address the issues.
The video was available on Dell’s intranet and could be accessed on PC and mobile devices. The launch of the video was promoted via an email to employees alongside a feature in a well-read internal blog.
In addition to digital distribution, the video was reproduced as a comic strip poster which was displayed across Dell’s offices.
Impact.
The impact of the Skill Pills solution was measured in terms of how many sales employees contacted the detractors within two weeks of the survey, as tracked in Salesforce.
This was compared against the number of contacts recorded in the previous quarter.
We were delighted with this campaign. It looked great and created a buzz among our sales teams. It had a real impact on the number of sales makers calling detractors back, which has helped turn these detractors into promoters.
Stephen Murdoch
ex-VP & GM Large Enterprise EMEA, Dell.
The video also received a ‘5-star’ score on Dell’s web portal.
