Every marketer worth their salt wants to boost their company’s NPS scores. The most direct and impactful way to accomplish this goal is through a prioritization on the customer experience.
Customers confronted by complex processes or encounter rude support staff won’t result in an enjoyable experience. Any stumbling blocks placed in the customer’s way is another reason for them to not give your firm a recommendation. It’s the experience that matters.
NPS surveys ask fundamentally simple questions, which all seek to determine how likely it is for the customer to refer the brand/service to another?
NPS is a score ranging from “0 to 10” range with 10 representing the highest likelihood to recommend. Scores of 9 or 10 denoting a “promoter”, “passives” scoring a 7 or 8, and every score 6 or lower earning the mark of “detractors.”
The final NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters. The “promoters” are of course the goal score. They’re the loyal brand enthusiasts who not only make repeat purchases, but they actively promote and recommend the brand to others in their circle.
Moving nearly all of your customers into this category requires a cultural shift of customer service before any other action or goal.
For some context, NPS average scores vary widely depending on the industry. Sectors such as automakers and cable companies often report very low NPS scores, sometimes in the negative numbers.
Very high-performing software companies are often in the mid to upper 50s. Reaching into the upper 50s up to 60 means a company is providing clients with exemplary service levels and those customers are very likely to recommend the firm to others.