An innovative, homegrown Likelihood to Recommend (L2R) framework was developed to help us better understand what is important to our customers and extend the accountability for our customer satisfaction results across our organization. Customer insight is gathered through various client surveys conducted several times during the year. These surveys focus on several dimensions of the customer experience with respect to our entire product set across all customer segments.
Every quarter, Canadian consumers are also surveyed on whether they would recommend their provider of telecommunications products and services to friends or family members. TELUS also regularly asks our business customers in the small and medium business (SMB), enterprise (large organizations) and health sectors how likely they are to refer TELUS’ products and services to their colleagues or other businesses. Responses are used to determine our Likelihood to Recommend (L2R) scores, which provide a tangible measure of how we are tracking to our goal of becoming the most recommended company across all of our markets.
The results of our surveys are shared broadly across the organization. Each area reviews the results, sets priorities, and through collaboration drives improvements to better meet our customer commitments. Results are also shared through news stories on our internal website.
Consumer market
In 2010, we began building our L2R framework for our consumer segment, surveying our customers on a quarterly basis. Results showed we are starting to make progress as we listen to and work directly with our most important partners – our customers. At the end of 2011, 69 per cent of our consumer customers told us that they were likely to recommend TELUS to friends or family members. This increase of seven percentage points from 2010 enabled us to surpass our internal goal by three percentage points.
Small and medium business and enterprise markets
In 2011, TELUS’ SMB and enterprise business units adopted L2R as their primary measure of understanding how likely business clients are to refer TELUS’ products and services to other businesses. This alignment will help in applying a consistent focus on becoming the most recommended company, as well as tracking how any changes we make are affecting the customer experience. The 2011 results show that 38 per cent of our SMB clients and 55 per cent of our enterprise customers would recommend TELUS to their colleagues or other businesses. These results indicate that in these fast-growing and intensely competitive markets, TELUS has significant opportunities for improvement. TELUS will continue to undertake steps to address the needs of this important customer base to meet our L2R objectives.
Aggregated results from enterprise and SMB clients served by TELUS Health and Financial Solutions (THFS) indicate that 70 per cent of our customers would recommend our solutions to colleagues and organizations in their respective industries. Traditionally, THFS surveyed clients on an annual basis using a slightly different framework. In 2011, THFS adopted the L2R model, which will allow our health team to establish their L2R baseline and draw from the valuable customer intelligence gathered to build a strong plan to reach 2012 goals.
To progress toward becoming the most recommended company in the markets we serve, the following targets have been set for 2012.
Likelihood to recommend targets
| 2011 target | 2011 actual1 | 2012 target | |
|---|---|---|---|
| Consumer | Baseline established at 66% | 69%2 | 77%3 |
| SMB | n/a | 38% | 45% |
| Enterprise | n/a | 55% | 60% |
| THFS | n/a | 70% | 77% |
| 1 | Likelihood to Recommend ranges amongst competitors in each market were as follows: Consumer - 62 to 88 per cent, SMB – 37 to 51 per cent, Enterprise – 30 to 55 per cent, THFS – 33 to 75 per cent. (for TQ business only). |
| 2 | 2011 Consumer Likelihood to Recommend is 70 per cent with inclusion of Koodo results. |
| 3 | 2012 Consumer Likelihood to Recommend target reflects the inclusion of Koodo results |