Measuring Customer Satisfaction Using Net Promoter Score
We have just completed our first pass at measuring customer satisfaction on a consistent basis across our business, and the results have been fascinating.
We chose to use the Net Promoter Score approach developed in the USA, which is now widely used across many industries and countries. We wanted to have a simple and quick way of understanding how customers are feeling about the service we give them, and the NPS approach seemed to fit the bill perfectly.
As well as the standard question “How likely would you be to recommend us to a friend or peer, using a scale of 0 to 10?” we also decided to ask “Can you tell me what the main reason for giving that score was?”. This, we believed would tell us the reasons why a customer is either happy or dissatisfied with us.
Following a successful trial in summer 2008, we decided to go live in Q4 2008, and we have now captured information from over 25 countries around the world.
Our early analysis seems to say that our customers are pretty happy with the service we are providing, with a Divisional score of 40 overall. We are still getting to grips with all the data we have, so keep an eye out for more updates.
Leyton:
interesting!
January 30, 2009, 1:51 pmSocrates:
Deciding how to measure success is always hard.
Sometimes you only ever hear about your mistakes, I know that one council in the north of England calculate their success based solely on the number of complaints they receive or not.
But I suppose no-one ever rings their local council to congratulate them; only to complain.
Does the Net Promoter Score take into account the number of people who didn’t reply to the survey? They could’ve been too mad at you to want to reply.
February 19, 2009, 9:17 pmRandolph:
The NPS score does not take refusals to answer into account per se – althought there is plenty of debate on NPS mesasge boards about this (try this as an example: http://www.linkedin.com/answers/product-management/market-research-definition/PRM_MRS/281424-4030502?browseCategory=
We record refusals to answer and measure them as a percentage of all calls made – currently it is pretty low at about 4%. At this point in time we have no intention of including this result as a Detractor.
February 20, 2009, 11:42 am