Measuring Customer Experience with the Net Promoter Score (NPS)

Rainesoft Blog   •   April 3, 2017


“On average, an industry’s Net Promoter leader outgrows its competitors by a factor greater than two times

The importance of the net promoter score (NPS) cannot be overstated in relation to business growth. Recently, I had the opportunity of working on a customer experience management (CEM) program using one of the best tools in the industry (powered by Satmetrix), and today I will like to share what I have learnt so far.

NPS is a means of measuring customer experience and is mostly used to determine the success of CEM programs. The score can be obtained through surveys which ask questions such as;

“How likely are you to recommend our services to a friend or colleague?”.

This is scored by respondents on a scale of 1-10, thereby identifying customers according to 3 categories, namely;

    1. Promoters 🙂 score in the range of 9-10. These people love your service! they are happy with you and will recommend your services to their friends.
    2. Passives 😐 score in the range of 7-8. They are quite indifferent about the services you provide and are likely to be won over as promoters, or fall into the third category if you upset them.
    3. Detractors 🙁 fall in the 0-6 range and are unhappy with your company/brand. They are likely to spread the word about the flaws in your service; leading to serious damage control on your part.

In addition to the main closed-ended question, surveys can include open-ended questions that probe further, allowing you to investigate and find out exactly why customers feel how they do about your service. This information can be analysed, acted upon, and ultimately used to improve customer experience and drive business growth.

For most CEM programs, the goal is to convert passives to promoters, rebuild relationships with detractors (with the hope of converting them to promoters as well), and sustain the satisfaction of promoters.