Going Beyond Your NPS (Net Promoter Score)
Written By: Doug Pruden (Customer Experience Partners)
Corporations large and small depend upon their NPS (Net Promoter Score) to evaluate staff, compare themselves to their competitors, monitor their progress over time, and more. The NPS is a survey-based process asking people how likely they are to “recommend” a brand, service, or company to others based on their own personal experiences with the brand, service, or company. The key NPS statistic is created by subtracting the number of “detractors” (respondents who score their willingness to recommend at only a 1-6 on a ten-point scale) from the number of “promoters” (those who rate their willingness to recommend at a high score of 9 or 10). Hence, you have the construct of ‘net’ promoters (the proportion of a customer base likely to promote minus those unlikely to promote).
You Really Should Know
The NPS score is frequently criticized both because it only assesses “likely behavior,” and because it fails to further probe qualities of the likely behavior. In short, it fails to provide enough information to help remedy the extent of failure it identifies. You can address the NPS weakness by focusing on actual recommendation behavior; and what was actually communicated. Here’s how we recommend NPS programs can be enhanced to make them much more useful. They should be teamed with a follow-up survey that focuses on:
- Assessing the actual reach of recommendations, by itemizing how many people the “promoters” actually did speak to and what they actually said.
- Comparing how promoters’ messages, tonality, and reach differed from those of detractors.
- Identifying the type of emotion associated with the messages (i.e. “positive,” “negative,” “neutral”).
- Describing how recommendations are actually being communicated: narrowcast (through private channels: phone, texts, emails, face-to-face) or broadcast (through public channels: Facebook, Twitter, blogs).
One Way You Can Objectively Find Out
While admittedly not the purpose for which Senior Living Smart Partner, Customer Experience Partners developed it, a tool like Buzz Barometer® addresses all these missed opportunities and increases the value of NPS programs. The approach is simple; Customer Experience Partners would draw the email addresses of three groups of customers who had responded to a corporation’s survey that included the NPS question. One group would be those who had rated the brand a 9 or 10, a second group would be those who rated the brand a neutral 7 or 8, and a third group who scored the brand a 1-6.
The next step would be invite customers in these three groups to respond to a secondary survey. The Buzz Barometer® questionnaire asks customers to report on their own word-of-mouth behavior (frequency, valence, medium, message summary, etc.). All this information would allow us to produce qualitative and quantitative pictures that bring promoters (as well as detractors and neutrals for that matter) to life, to help the entire organization better understand the key drivers of promotion and detraction, and how energetically these positions are being spread.
Go beyond knowing how likely is it that someone would recommend your senior living community to a friend or colleague – use the information to effect positive change in your organization.
Contact Senior Living Partner, Customer Experience Partners, to help you determine your NPS and have your community lead the way for potential residents.