Customers who give a score of 9 or 10 are ‘promoters’. An example of a promoter is someone who tries Uber Eats then calls a friend and says “Hey, you should really try Uber Eats”. They are more likely to stay with you longer and promote your brand to their friends and family.
A 7 or 8 marks a ‘passive’. A passive customer is someone who might come back and try your product or service again but is less likely to hang around for long - and less likely to recommend your brand to others.
Customers who give a score of 0 to 6 are ‘detractors’. You don’t want too many of these. A detractor is someone who is much less likely to try your product or service again and also more likely to call a friend and say something like “avoid this company like the plague”.
• To be effective NPS must be part of your daily operations
With her experience working across many companies, Bradley says NPS becomes a vehicle to drive radical change in customer experience when it is embedded into daily operations.
“When set up correctly, NPS can give you rich insights about what’s most important to your customers and what’s getting in the way of a great experience,” she says. “Then it’s about how you set yourself up to learn and act on that.”
“Feedback should be flowing in from customers through formal surveys as well as the conversations your frontline are having with customers, this should then be prioritised and acted on by the appropriate team.”
“An effective net promoter system will see you focusing your resources on the things that truly matter to your customers and will deliver the greatest value.”
One way to do this is by establishing ‘learning loops’.
• Learning loops: A system to find out what your customers really want
This is so important. It sounds like a no brainer but trying to understand what your customers think and want without a system in place to listen, learn and act, is like assembling an IKEA flat pack without the instructions – you’re just guessing.
Luckily, there’s a really useful tool to identify and resolve the things that are most important to customers: learning loops – a crucial part of NPS.