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The Definitive Guide to Net Promoter Score (NPS)



Net Promoter Score (NPS) is a crucial metric in the realm of customer experience, often regarded as the gold standard. In this comprehensive guide, we'll delve into what NPS is, how it's calculated, and the significant benefits it brings to your organization.


What is Net Promoter Score (NPS)?


NPS stands for Net Promoter Score, a key metric used in customer experience programs. It gauges customer loyalty towards a company and is reported on a scale from -100 to +100, with higher scores being more favorable.

Originally developed by Bain and Company in 2003, NPS has become a widely adopted measure by countless businesses to assess how they are perceived by their customers. It hinges on a single, straightforward question: "How likely is it that you would recommend [Organization X/Product Y/Service Z] to a friend or colleague?"

Based on the responses, customers are classified into three categories, which determine their NPS score:

  • Promoters: Customers who rate 9 or 10 and are typically loyal enthusiasts.

  • Passives: Customers who rate 7 or 8, indicating satisfaction but not strong advocacy.

  • Detractors: Customers who score 0 to 6, signifying dissatisfaction and potential churn.

Calculating NPS


Determining your NPS score is a straightforward process. Just subtract the percentage of Detractors from the percentage of Promoters. For instance, if 10% of respondents are Detractors, 20% are Passives, and 70% are Promoters, your NPS score would be 70-10 = 60.


Transactional vs. Relational NPS Programs


NPS surveys come in two main forms: relational and transactional. Relational surveys are conducted periodically, providing an overall sentiment of how customers perceive your company over time. Transactional surveys, on the other hand, are sent after specific interactions (e.g., a purchase or support call) to gather granular feedback on a particular aspect. Combining both approaches offers a comprehensive view of your customers at macro and micro levels.


What Can You Measure with NPS?


NPS is a versatile metric that can be applied to various aspects of your organization. Beyond assessing overall NPS, you can track scores for individual products, stores, web pages, or even staff members. Implementing NPS into your marketing and customer experience strategy allows you to benchmark against industry standards and gain valuable insights into how your target audience responds to your offerings.


Using NPS for Employee Surveys (eNPS)


While NPS surveys are primarily designed for collecting customer feedback, they can also gauge employee sentiment, known as employee Net Promoter Score (eNPS). However, it's advisable to supplement eNPS with more comprehensive survey methodologies like employee engagement surveys to gain a deeper understanding of employee satisfaction and identify areas for improvement.


Creating an NPS Survey


Generating NPS surveys is relatively straightforward, and there are free templates available. However, it's crucial to consider long-term data utilization when choosing your survey administration method. Using a Customer Experience Management Platform or NPS software provides a comprehensive view of customer interactions, enabling you to identify high and low-scoring touchpoints.


Incorporating Demographic Questions


While some NPS surveys start with demographic questions like age and gender, it's essential to use them judiciously. Redundant demographic questions should be avoided if data can be obtained from other sources like CRM systems. Minimizing survey length leads to better response rates.


Key Questions in NPS Surveys


The core NPS question revolves around likelihood to recommend, but additional questions can provide valuable context:

  • "Reason for your score?" - An open-text question to understand the drivers behind customer scores.

  • "How can we make your experience better?" - Soliciting suggestions for improvement. Understanding the reasons behind scores and gathering actionable feedback is critical for driving positive change.

Leveraging Your NPS Score


Remember, NPS is an indicator that provides an overall metric for tracking improvements in products, services, or your organization as a whole. While NPS scores offer insights, it's essential to consider various factors influencing these scores. Contextual data such as Average Handling Time, First Call Resolution, or specific agent feedback can help you pinpoint areas for improvement.


Conducting key driver analyses can reveal the primary factors affecting your NPS score, enabling you to prioritize enhancements effectively. Additionally, recognizing that key drivers may differ among customer segments allows for tailored approaches to meet diverse expectations.


Using NPS for Customer Churn Prediction


By integrating customer churn data with NPS and other experience metrics, you can predict when a customer is likely to cancel their service. This data linkage helps bridge experience metrics with operational data, aiding in improving renewal rates and garnering support from senior leadership.


Segmenting NPS Survey Responses


Segmentation is a potent tool for analyzing NPS scores, helping you identify patterns and improve specific touchpoints or experiences. Segmentation can be performed based on customer behavior, demographics, social class, or market, allowing you to gather feedback through preferred channels and monitor metrics over time.


Net Promoter Score is a vital tool in measuring customer loyalty and gauging overall satisfaction. By understanding its intricacies, you can harness its power to enhance your organization's performance and foster lasting customer relationships. We believe that market research online communities or customer feedback communities are a great way to gauge NPS scores over time and see how and what strategies are making an impact with your customers.


If you would like to find out how IC Customer Experience Platform can help you please feel free to contact us.



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