NET PROMOTER SCORING
NET PROMOTER SCORING
Recently ASK LISTEN RETAIN has integrated “Net Promoter Scoring” as the key scoring metric. A Net Promoter Score program asks one key quantitative question: “How likely are you to recommend this business to a friend, family or colleague?” They are asked to rate on an 11-point scale, from 0 to 10. Based on their rating, customers are then classified in 3 categories: detractors, passives and promoters.
- ‘Detractors’ gave a score lower or equal to 6. They are not particularly thrilled by the product or the service. They, with all likelihood, won’t purchase again from the company, could potentially damage the company’s reputation through negative word of mouth.
- ‘Passives’ gave a score of 7 or 8. They are somewhat satisfied but could easily switch to a competitor’s offering if given the opportunity. They probably wouldn’t spread any negative word-of-mouth, but are not enthusiastic enough about your products or services to promote them.
- ‘Promoters’ answered 9 or 10. They love the company’s products and services. They are the repeat buyers, are the enthusiastic evangelist who recommends the company products and services to other potential buyers.
The Net Promoter Score is determined by subtracting the percentage of customers who are detractors from the percentage who are promoters. What is generated is a score between
-100 and 100 called the Net Promoter Score. At one end of the spectrum, if when surveyed, all the customers gave a score lower or equal to 6, this would lead to a NPS of -100. On the other end of the spectrum, if all the customers were answering the question with a 9 or 10, then the total Net Promoter Score would be 100.
One of the benefits of utilizing NPS in your business is that it is easy for all staff to understand. It becomes everyone’s goal, to gain more promoters and less detractors. With your survey data and ASK LISTEN RETAIN, you will NOW have the tools to actively listen to your passives and detractors, respond to their concerns and convert them to Promoters that sing the praises of your business.