ArmenTel installs NPS to gauge loyalty of its customers

YEREVAN, February 26. / ARKA /. ArmenTel telecom (trading as Beeline) has installed the Net Promoter Score (NPS), a management tool that can be used to gauge the loyalty of its customers. 

The news was announced by ArmenTel CEO Andrei Pyatakhin, who said it is an alternative to traditional customer satisfaction research. The score can be used also to motivate an organization to become more focused on improving products and services for consumers.

He said about 2,500 staff members of Beeline’s service centers across the country help customers on a daily basis to use the services in a most comfortable way by demonstrating individual approach to each of them.

‘We will continue to work on the improvement of the quality of our services until we become the most customer-oriented market operator, " he said.

NPS is based on a direct question: How likely is it that you would recommend our company/product/service to a friend or colleague? The scoring for this answer is most often based on a 0 to 10 scale. Promoters are those who respond with a score of 9 or 10 and are considered loyal enthusiasts. Detractors are those who respond with a score of 0 to 6 - unhappy customers. Scores of 7 and 8 are passives, and they will only count towards the total number of respondents, but not directly affect the formula. NPS is calculated by subtracting the percentage of customers who are detractors from the percentage of customers who are promoters.

Shushanik Ghaltakhchyan, head of Beeline’s unit dealing with improvement of the quality of customer service, said all subscribers who visit Beeline service office will be sent two short sms asking them to assess the quality of their services.

She said in 2014 autumn when NPS was first tested, subscribers were passive and the number of responses did not exceed four thousand, but in January this year the number  grew to five thousand.

She said the subscribers are mainly satisfied with the quality of services giving them high scores. As for complaints, the great part were about low level  services in sales offices and unprofessionalism of the staff. But now the number of such complaints has reduced, she said.

ArmenTel is a 100% subsidiary of Russian VimpelCom. It provides fixed and mobile telephony as well as high-speed Internet.-0-