Managing a High NPS

Net Promoter Score has gained prominence in the last couple of years and is now the most preferred mode of tracking customer satisfaction. It expects the customer to answer a very simple question — “On a scale of 0 to 10, How Likely Are You to Recommend Us to a Friend or Colleague?”

E-Movers decided to ask this question at the end of each customer engagement, hence once the move is completed we ask a few questions related to our internal compliance and then ask customers the NPS question.

Customers who have, in the past, laboured to complete elaborate feedback questionnaire found a single question to answer as a very welcome gesture. However, the simple question isn’t so easy to answer as it expects an honest evaluation of their experience in using the service. The scale of 1 to 10 also gives them more latitude than a simple Yes/No.

We started tabulating the results and using the NPS method derived a score. When my team first reported the score of 90+ to me, we were skeptical. I had read reports of NPS scores and knew that even the most respected of companies struggled to cross 60. Only Tesla had a score of 96. We looked at the individual moves and applied the NPS scoring method.

NPS requires to club together answers in the bands of 0 -6, 7–8, 9–10 and termed them as Detractors (0 to 6), Passives (7,8) and Promoters (9,10). Detractors do not spare an opportunity to malign the company, while Neutrals, though happy may not actively refer, but Promoters would go out of their way to promote. The NPS of service is the difference between the percentage of Promoters and Detractors.

As an example, consider a sample of 100 customer answers. If 10 people voted under 7 (detractors), and 80 people voted over 8 (promoters), then the NPS would be 70 (80% minus 10%). To obtain a score of 90, would require a very superlative service and an appreciative customer. In terms of numbers, we would have ensure that more than 90% customers gave us over 8, and nobody gave us less than 7.

We are happy that our team has done it and each month we are holding the score over 90. But that does not mean that we are resting on our laurels. We have to work real hard to see that we do not have a single unhappy customer who will become a detractor.

A good portion of our business is through referral, and the high NPS score is a reflection of reality and in turn the reason for the high referral percentage. I will be shortly sharing an article of what we do to maintain a high NPS, which may be like revealing a trade secret, but I feel the benefits it will bring to other businesses in the service industry will justify the leak.