What is an NPS?
The Net Promoter Score is a measure of customer loyalty now being used by many brands, especially those working in B2B, and is based on a single question: How likely is it that you’ll recommend this product to a friend or colleague? The response options range from 0 (Not at all likely) to 10 (Extremely likely). Responses are then bucketed into the following segments.
Promoters: Responses from 9-10
Passives: Responses from 7-8
Detractors: Responses from 0 to 6
Subtracting the proportion of detractors from the proportion of promoters and converting it to a percent gets you the Net Promoter Score. For example, 100 promoters and 30 passive and 80 detractors gets you a Net Promoter Score (NPS) of 9.5% (20 divided by 210). This means there are 9.5% more promoters than detractors. A NPS of -10% means you have 10% more detractors than promoters.
Companies are starting to pay attention to the NPS score as an example of customer feedback – and give a good indication of whether companies have loyal customers who will come back and buy time and time again, or whether there’s something that needs to be worked on.
The biggest benefit of a high NPS for most brands is retention.
Examples of brands that work closely with their NPS generally see that a higher NPS score equals a higher retention rate. For example, the average Netflix subscriber will stay with the company for 25 months, giving Netflix a significant amount to spend acquiring each new customer & a report by RBC Capital Markets shows that 83.4% of Apple iPhone users planned to continue using the iPhone, compared to just 64% of Samsung users who planned on keeping their Samsung.
How do you improve the score?
1. Simplicity and reliability.
Apple, Amazon and Netflix all consistently score above their competitors in NPS (as above). One reason for this is the simple reliability of each of their offers/products. All three companies have spent a great deal of time and marketing effort to highlight their relative simplicity next to their competitors.
Because these companies offer a simpler, more reliable product or service than the competition, their customers are incredibly loyal. People ultimately don’t want to switch from one product to a competitor’s offering, but they’ll do it very quickly if the original is unreliable or too complicated.
2. Great customer service.
The brands (Amazon, Netflix etc) that achieve the highest NPS scores don’t just focus on reliability — they also focus on great service. We are often getting customers on the social pages stating that Amazon or Netflix have offered them a refund for an accidental subscription.
The fact remains that customers remember small actions, whether they’re positive or negative. Offering extra service and value to customers, even if it’s a tiny 16p post-sale discount like Amazon offered to one of its customers once, shows customers that you truly care and inspires fierce brand loyalty.
3. Unique products/offers
We can see that the companies that rank far beyond their peers in Net Promoter Score don’t just offer great service and reliability — they also offer a product or service that’s unique within their industry. They’re a clearly defined, differentiated option that sits within its own category.
To find out more about how to calculate your NPS score, or even use a tool that will help maximise your results, take a look at Retently. Retently specialise in the monitoring of customer satisfaction and offer a fantastic value starter package for FREE.