We like to switch things up a bit here at Bazaarvoice. When it comes to Net Promoter Score, most companies give a survey, in which each responder rates the company once on a scale of 0-10 as to whether or not they would recommend this business to a friend. At Bazaarvoice, we use our review submission process to accomplish this task. Each time a contributor submits a review, they are asked, “Would you recommend this company to a friend?” So, if they submit multiple reviews, they have the opportunity to give multiple Net Promoter Scores.
In this way, we have a unique and powerful case where we can get multiple NPS from one contributor, and track it over time. This individualized information can be super insightful when paired with net promoter comments , which are collected along with the NPS to give contributors an opportunity to explain their rating. Our recommendation to handle multiple Net Promoter Scores:
- Determine a timeframe for your NPS. (ie. Holiday NPS from Nov – Jan, or your company’s Q1)
- Look at all NPS within that timeframe
- If any contributors have submitted multiple NPS, take the most recent NPS for each contributor
- Calculate your business’ NPS by subtracting percentage of detractors from percentage of promoters
- Ta da! You have your NPS. Now trend this over time and see if customer sentiment towards your company is going up or down. Or you can compare yourself against others in the industry.
What’s our reasoning behind taking the most recent NPS? We assume you want to know how your customer’s would rate you right now and if they would recommend you to others. Perhaps they had a bad experience three months ago, but you reached out to them and now they would promote you to their friends and family. It only makes sense to use that last score as a way to determine their sentiment.
Other interesting stats and facts about NPS:
- Good: Two-thirds of contributors are promoters, rating the likelihood to recommend your company a 9 or 10 out of 10
- Bad: Only 16% are detractors, rating 6 or below
- Ugly: Detractors rate their product 46% lower than promoters
- Random: Detractors write 14% more than Promoters. Complaints are wordier and more detailed than praises
The million dollar question
“What can I do to improve my NPS?” I don’t want to point out the obvious, but NPS decreases as your product or service rating decreases. In other words, your company’s reputation and WOM is directly related to how people view your products, so improve those products and services! “Service” and “products” were some of the most frequent words in net promoter comments. If you have great products and service, you will have a rocking Net Promoter Score, and thus be more profitable. In the words of Satmetrix:
“The Net Promoter Score, or NPS®, is a straightforward metric that holds companies and employees accountable for how they treat customers. It has gained popularity thanks to its simplicity and its linkage to profitable growth.”
Well, duh. Great Products + Awesome Customer Service = High NPS and High Profitability.
But there’s more you can do
Analyzing a sample of 30,000 net promoter comments from over 550 brands, we found that the store experience, especially having friendly and helpful staff, is crucial.
Promoters also rave about:
- speedy service
What Promoters are saying:
Detractors are unhappy about:
- store experience
- online orders
- and delivery
But poor customer service and product quality were still the largest offenders.
What Detractors are saying:
For a sky-high NPS, focus your resources first and foremost on products and service, and then on store experience, delivery, selection and shipping.