How Croma strategically used employee NPS score to its benefit

The employee net promoter score helps measure employee loyalty and engagement within an organisation

Putting employees and customers on the same pedestal has been one of the key mantras for business success, which organisations have been betting on for long now. However, this is easier said than done. It takes immense understanding and meticulous efforts to keep track of the employees’ pulse so as to ensure their satisfaction. The same goes for customer satisfaction too.

Employee Net Promoter Score (eNPS) is similar to the Net Promoter Score (NPS) used to gauge customer relationships, only that it determines the pulse of the internal customers, that is, the employees. Although annual or half-yearly employee satisfaction surveys are common, not many organisations keep track of their internal NPS on a regular basis. However, Croma, Infiniti Retail leveraged eNPS as a tool to enhance employee satisfaction and productivity, thereby reducing attrition and impacting the overall business results.

Shalini Vohra, chief – HR and organisational learning, Croma, Infiniti Retail, a Tata enterprise, shares that the old school lengthy annual surveys were difficult to administer and the response rate was also very low. The whole activity ended up as a tick in the box instead of providing a real picture of what the employees expected from the organisation. This, in turn, created a need for an expert partner who could help Croma implement and execute regular and accurate eNPS surveys that would allow them to take corrective action if need be.

The eNPS has had a significant impact on business. We have seen a big turnaround in terms of performance and I attribute a huge part of it to the improved employee morale.

The LitmusWorld, a platform for improving stakeholder experience, enabled Croma to analyse its employee experience across the life-cycle and ensure that the internal customers are as satisfied and loyal as the external customers. Croma improved its eNPS score by 59 per cent over six quarters by creating pulse conversations with 3,000+ employees through the LitmusWorld platform.

The overall impact on business has been such that Avijit Mitra, CEO, Croma, Infiniti Retail, says, “The eNPS has had a significant impact on business. We have seen a big turnaround in terms of performance and I attribute a huge part of it to the improved employee morale.”

Unlike other surveys done once a year or so, this is a continuous activity that keeps a tab on employee sentiments and allows the organisation and HR to take action wherever and whenever required. Vohra shares, “eNPS, through LitmusWorld, has really helped us understand the pulse of an employee because we get to know what actions we need to take, whether it is from an HR perspective or the respective HOD.”

eNPS, through LitmusWorld, has really helped us understand the pulse of an employee because we get to know what actions we need to take, whether it is from an HR perspective or the respective HOD.

These surveys are also better in terms of ease of usage as employees do not feel a burden responding to the otherwise lengthy ones. With a few convenient and quick to respond to questions, the survey allows employees to speak their hearts out. Additionally, as the frequent pulse checks allow HR and HODs to improve upon the problem areas, the employees feel that they are heard and cared for.

In line with that, Mitra adds, “I certainly feel that eNPS is a very important factor for retail. Finally, the brand is on the floor and that’s where the customer really understands the proof-points of the brand.” He further shares that eNPS is the most important thing that they chase now. So much so, that if there’s a low score, they know immediate action/ response is required, while a high score indicates that they can continue doing and improving what they’ve been doing so far.

We’ve seen a big wave of HR leaders implementing the continuous conversations approach to capture emotions and dramatically improve their employee experience programmes.

Vohra exclaims that the employee morale has increased tremendously after taking up the eNPS initiative. Attrition reduced by over 50 per cent within a span of a few months and simultaneously, their eNPS score increased significantly over a few months. From an overall 51 to 81, the impact of an improved eNPS has reflected in productivity levels, attrition and overall employee satisfaction.

Ramesh Natarajan, co-founder, LitmusWorld, says, “We’ve seen a big wave of HR leaders implementing the continuous conversations approach to capture emotions and dramatically improve their employee experience programmes. It has been a great journey working with Croma, as improving their eNPS has been a key metric and our ‘Always-On’ platform has successfully helped them drive the improvement.”

Vohra now strongly believes that for any organisation that wants to grow radically or improve on its employee experience, this should be the first thing to look at.

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LitmusWorld helps large enterprises initiate context-based surveys with their employees across their life-cycle through the ‘Always On’ platform. With over 2 years of working with 100+ brands, the team supports Employee Opinion Surveys, Pulse Surveys, Annual Surveys, Entry/Exit Surveys amongst many other ad-hoc conversations along with detailed reporting.