net promoter score - it isn't about just one question

Net Promoter Score – It Isn’t About Just One Score


Primary Research CX/CI Experts

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Satisfaction and Loyal Customer Statistics


Satisfaction and Loyal Customer Statistics (cont.)


Types of Customers, Classifications, Characteristics

Type 1.) Promoters Impacts: Priceless Willingness Somewhat Oblivious Loyal Promote

Type 2.) Passives Impacts: Basic Expectations Convenient Somewhat Loyal Neutral Promotion

Type 3.) Detractors Impacts: Speak Out Against You Failed Expectations Much More Vocal Not Loyal Scorned Can Be Silent


4 Steps to Performing NPS

Step 1: Ask the Net Promoter question "How likely would you be to recommend company X to a colleague of yours?”

Step 2: Categorize customers

Step 3: Calculate your Net Promoter Score


4 Steps to Performing NPS (cont.)

Step 4: Implement the Net Promoter System

•  Does it help your employees clarify and simplify the job of delighting customers? •  Does it help you identify and engage your best customers? •  Does it allow you to compare your performance from week to week and month to month?


Why NPS Is Not the Only Score Needed •  “I’m the CEO of Organization X, and we have a NPS of +20, which shows me that we are performing very well. This is excellent news but it tells me nothing about what areas we are actually performing well at.” •  ”Are levels of service across my business consistent or inconsistent? Which areas need

more work than others?” •  “Is one business unit outperforming another?” •  “If I have such a high NPS score then why are so many customers complaining about

leaving us because we’re not customer focused?” •  “Why are customers with fairly high scores stating that they don’t plan to use us on future

projects?”


Additional Metrics to Add

Modification #1: Changing “Likely” to “Willing”

Modification #2: Follow up Question

Modification #3: Capture Perceived Value Score

Modification #4: Capture Client Focused Score

Modification #5: Use on Future Projects


Implementing a Net Promoter System


Implementing a Net Promoter System (cont.) Requirement #1: Regularly Obtain Information Requirement #2: Closed-loop Process and Feedback Requirement #3: Leadership Involved and is a Top Priority


Criticisms of NPS

•  Doesn’t Provide Guidance on Growth

•  Can’t be Used Universally

•  Doesn’t Truly Indicate Customer Loyalty

•  Doesn’t Accurately Differentiate Promoters and Detractors


Conclusion

Implementing a Customer Management Intelligence Program


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