Well, another outstanding year of Dynatrace Perform activities has come and gone. In 2014, we touched over 3,000 customers with Perform events! As the head of the customer success organization, one of the most exciting moments for me was our public announcement of Dynatrace’ Net Promoter Score―an amazing 89! Compuware has a long history in the technology industry and I’ll be the first to acknowledge that we’ve had challenges. But I can tell you with confidence—customer success has always been at the center of our culture. In Q3 2012,Compuware was separated internally into business divisions and began gathering NPS data on each operating group. The score announced reflects our APM solutions exclusively.
From the start, the APM business unit trained on and followed the Satmetrix Net Promoter Score methodology. The Net Promoter system is one important tool for improving customer relationships, correcting mistakes and ensuring customer success. Our customer satisfaction (CSat) and NPS surveys help us work more closely with our customers and work more diligently across our organization to improve our products, people and processes. We held off on publishing our score to have enough time and data behind it to ensure its integrity. Dynatrace scores have held steady in the high 80s from the first surveys conducted in late 2012. To say I’m proud of this is an understatement. Moreover, I have the utmost confidence in the integrity of our NPS surveys and the quality of our CSat data.
We’re serious about enabling our customers’ success―not just with our technologies―with their entire business. We constantly look for new ways to engage with our customers and assess our performance through their eyes. With that in mind, my customer service organization has added a new and even more insightful measure of customer success: the Customer Effort Score (CES). Created by the Customer Contact Council, CES gauges customer effort for every interaction with service organizations. Research shows that it’s a much better predictor of customer loyalty and retention than either CSAT or NPS. In fact, research published by The Harvard Business Review Press showed that 60-80% of customers who leave a vendor scored themselves as satisfied or very satisfied on surveys just before jumping ship. 60-80%! Conversely, the same research showed that 94% of customers who rated their service effort as low repurchased with the same company and 88% actually increased their spend. Of course, no one’s going to repurchase software that doesn’t live up to expectations but, with technologies being so competitive, services are a differentiator. Service counts.
NPS has been around for more than a decade. As I said, it’s a valuable tool measuring overall customer experience with our company, and we will continue to use it. But it doesn’t show us exactly where we need to focus to improve our performance. With a single question, “How easy did Dynatrace make it for you to have your issue addressed?”, asked after every transaction, we can have our finger on the pulse of our customers’ needs and respond with continuous improvement.
Our customer satisfaction (which also hovers around 90%), NPS and coming CES scores reflect our 360° customer commitment. You might say we’re a bit fanatical about it! In addition to delivering world-class products, services and support, we’ve had a formal customer success team for 8 years with 61 global customer success managers.
Here’s to customer success in a very bright Dynatrace future.