A lot has been written about the Net Promoter Score (NPS). But it seems like, the more attention it gets, the more difficult it becomes for people to truly understand the power of the NPS. It’s not about the score itself, it’s about how you use it. Hence our ambition to explain the NPS once and for all. In this blog post, you’ll discover the 5 steps to improve your customer care, by using your NPS like it should.
1. Make sure you know what it means
The Net Promoter Score measures customer experience. And it’s based on just one question: “How likely is it – on a scale from 0 to 10 – that you would recommend our customer service to a friend or a colleague?”
Then, your respondents are grouped in three categories:
Promoters (score 9 or 10): loyal and enthusiastic customers, who are eager to endorse your company to their network.
Passives (score 7 or 8): customers who are satisfied but not enthusiastic, and remain inactive in terms of advocacy.
Detractors (score between 0 and 6): unhappy customers, who might damage your brand by sharing their negative experiences.
Your NPS is calculating by subtracting the percentage of detractors from the percentage of promoters. So, your NPS ranges from -100 to 100. For example, if you have 60% promoters, and 15% detractors, your NPS is 45. That seems to be quite low, but you need some context to interpret your score.
2. Benchmark your sector
An NPS score means nothing without benchmarking. Your customers’ scores are always in the context of how they experience your sector. That’s why technology companies reach on average a higher NPS than public sector organisations. Of course, you want your NPS to be 100. But in most industries, that’s impossible. A good example is the media industry, where the average NPS is as low as 35. So, if you’re a media company with an NPS of 40, you’re doing a great job.
3. Identify different types of customers
NPS scores give you great insights on how different customer groups relate to your customer service. Combined with other customer data, you could identify different groups. You might as well combine your NPS data with other customer satisfaction surveys, to get even better insights. Allowing you to know where to start to improve your customer care.
4. Share the results
After analysing your data like you should, it’s time to share the results throughout your company. Even if honest customer feedback can be quite scary, it’s the only way to have a clear view in the mirror. Moreover, sharing feedback makes your employees more empathetic towards your customers. That motivates them to reflect on how they can improve customer care.
5. Act accordingly
An analysis has no meaning without the lessons you learn and the action you take afterwards. Do you know why your detractors aren’t satisfied? And why your passives aren’t engaged? Then you’ve got all the knowledge you need to improve customer care. And you can start as soon as today.