2018 Finalist

NPS - The process, not the KPI

De Persgroep Publishing

Asse, Belgium

Category Best Use of Consumer Research

Media associated with this campaign

Overview of this campaign


As a research team in a news media company there are several stakeholders to serve. Whereas the research questions are very different depending on the stakeholder, they all serve one common goal: improve our products and services and lift the customer experience of our subscribers/readers.


In order to meet these objectives we have installed a complete roll-out of the Net Promoter Score program (NPS) at De Persgroep.

Where most companies only focus on the ‘relational’ NPS, we go the extra mile on the ‘transactional’ NPS – which is the most impactful according to us. The focus is not merely on the ‘number’ but on improving the customer experience. Through this method we are delivering value to multiple stakeholders at the same time. By value we mean actionable insights gained through ongoing consumer research.


This is a solid case where consumer research is put into action on a daily basis across different departments of the company.

The goal is not about hitting targets but reassessing the whole consumer funnel – based upon consumer feedback – and lift the customer experience resulting in a happier customer with lower churn probability and a higher customer lifetime value.



Results for this campaign


The past 6 months we have reached out to 127.389 subscribers leading to 21.311 feedback forms of which 4.066 reached out to be contacted. Next to the requested follow-up, 2.250 dissatisfied subscribers have been contacted with a service call.

The learnings and required actions are shared within the marketing, customer service and newsroom team through email and online dashboards.

The majority of these improvements are made in the communication flow with our subscribers and focus on a better and transparent relationship with our customers, as it turned out there was a correlation between the information flow and satisfaction rate.


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