Customer satisfaction is always a goal which, hopefully, leads to repeat business and recommendations from existing customers to prospective new customers.
The Net Promoter Score is often used to measure that recommendation intent.
Sometimes, as we found recently, the Net Promoter Score can be quite low while customer satisfaction measures are quite high.
Rather than report just the single (and low) Net Promoter Score and apparently contradictory high satisfaction measure, we looked at satisfaction, then at recommendation in the last year, and those who gave the promoters’ Net Promoter Score rating of 9 or 10 separately from just the Net Promoter Score.
The graph below shows the findings, by age groups.
Conversely, the positive Net Promoter Score ratings of 9 or 10, declines with age (under 20s excepted).
The “have recommended in the last year” measure also declines with age (under 20s excepted).
But what is very useful for managers is the finding that the “have recommended in the last year” measure mirrors, but at a higher level, the positive Net Promoter Score ratings of 9 or 10 (the promoters).
These findings suggest two practices relating to satisfaction and the Net Promoter Score.
1. Satisfaction is not a comparable measure with recommendation and the two should be read and used as two different measures, not as complementary measures.
2. When using the Net Promoter Score, managers should include comparisons with:
a. past recommendation practice proportions, and
b. those who scored 9 or 10 on the Net Promoter Score (the positive promoters)
to give more rounded views of the Net Promoter Score measures, when those are used.
If you’d like to discuss how these extended measures can help you manage your customer experience and recommendation marketing, please call or email Philip Derham, using the Contact page form or email or phone.