Belron: A loyalty leader you've probably never heard of (but you might be a customer!)
Thursday, June 17, 2010 at 5:09AM 
Gary Lubner, CEO of Belron, gave a keynote address at the Net Promoter Conference this morning. He led off by saying that "I see my primary role as CEO as getting everyone in our organization to focus on customer service, putting the customer at the heart of everything we do." Belron operates under several brands, including Carglass, Safelight, Lebeau, O'Brien and Apple Auto Glass. They have a business that spans 32 countries on five continents.
About two years ago, Belron pulled their efforts together into a Customer Delight Acceleration Program (CDAT). It consists of four elements: NPS, Smile, Global Recognition, and Service Recovery.
The company adopted NPS globally in 2008 after acquiring a US operation, Safelight, that had been using it for a couple of years. Lubner said that
NPS offers us five things:
- Consistency - we can measure across all our businesses around the world in teh same way
- Simplicity - everyone can understand it
- Voice of customer - verbatims give us direct access to what the customers are really saying
- Deep insight - we now have two million pieces of data which we can use to improve our business
- Accuracy - it really does reflect the thing we most want to know
Belron uses GfK to place outbound phone calls to collect their Net Promoter data. They not only send the survey responses directly back to the local service teams, but they also send back audio recordings of the interviews so the technicians and office leaders can hear the customers in their own voices and words. Local leaders post their scores and feedback quotes on the walls of their offices. Individual technicians can tell you the most recent feedback they've gotten, what it means, and what they, individually are working on to improve. Lubner described the most important benefit of the verbatim feedback from their NPS approach as providing richer feedback to individuals.