News & Insight

Engaging for disaster: Ditch metrics-driven engagement for higher NPS scores

Since its creation in 2003, the Net Promoter Score (NPS) has asserted itself as a better predictor of brand performance than customer satisfaction. Most contact centers view NPS as a key indicator of performance, creating metrics-driven engagement in the center. But, are metrics-driven contact centers, striving for high NPS scores, really engaging for disaster?

Your engagement specialist drives the perception of your brand with customers

One of the most influential impacts on NPS is the communication skill of engagement specialists (agents). As self-help technology has improved, customers often enter the contact center with a perceptible degree of both stress and frustration, giving the engagement specialist (agent) a pivotal opportunity to influence NPS.

Engagement specialists who engage with the customer using genuine, spontaneous dialogue have a positive impact on NPS scores – even if the issue was not resolved.

Contact centers who allow their engagement specialists to engage in spontaneous dialogue have higher NPS scores following an issue resolution. Even if the issue was not resolved, the engagement specialist’s ability to connect with the customer through genuine, spontaneous dialogue has a positive impact on NPS scores.

The impact of ditching metrics-driven engagement for a large healthcare brand

After adopting dialogue-driven engagement in the contact center, a large healthcare brand assessed the impact of their engagement specialists’ (agents’) behavior on willingness to recommend their brand. Customers of the company responded to a survey measuring multiple perceptions of the engagement specialist including friendliness, helpfulness, impact on brand and willingness to recommend the brand.

The results revealed that a customer’s perception of the engagement specialists’ (agents’) communication skill (conveying friendliness, helpfulness, effectiveness and impact) was directly related to the customer’s willingness to recommend the brand.1

After allowing genuine, spontaneous dialogue in the contact center, a healthcare company’s customers gave higher scores when rating the perception of the engagement specialists’ communication skills, and their willingness to recommend the brand.

  • engagement specialist (agent) friendliness
  • engagement specialist (agent) helpfulness
  • engagement specialist (agent) effectiveness
  • engagement specialist (agent) impact on brand
  • issue resolution
  • satisfaction with the product/service
  • willingness to recommend the brand

Build your brand with dialogue-driven engagement in the contact center

Your engagement specialists have a unique opportunity to turn issue-driven calls into brand-building opportunities. By ditching metrics-driven engagement and allowing genuine, spontaneous dialogue in the contact center, customers will be more willing to recommend your brand, and higher NPS scores will follow.

Read the white paper “Special Report: Testing the impact of engagement specialist communication skill on net promoter scores”


  1. STARTEK primary research