Customer Satisfaction: A Guide To Net Promoter Scores

Thanks to the internet, it has never been easier for customers to sing your praises or deliver criticism for the world to read. That’s why it’s vital to the success of your business that you find out how to make customers happy – and keep them happy. One way to systematically measure customer satisfaction is by using a Net Promoter Score.

So how does it work?

It’s mercifully simple. An independent party asks your customers for feedback and this question is
included – “on a scale of 1 – 10 how likely are you to recommend this business to a friend or colleague”.

Here’s a breakdown of what their scores actually mean:

1-6 are detractors – These people would typically talk down your service or product.

7-8 are passives – These people would neither talk you up or down.

9-10 are promoters – These people are advocates or promoters and are likely to refer others to your business.

The Net Promoter Score is calculated by taking the percentage of detractors away from the percentage of promoters, and discounting the passives. As an example, from 50 responses if 25 are promoters, 15 are passives and 10 are detractors then the Net Promoter Score is +30 (50%-20%).

Once you’ve arrived at your Net Promoter Score, you can continue to track your levels of customer satisfaction and, more crucially, try to convert the detractors into promoters. Contact your low scoring customers to find out what went wrong and ask for their input so you can improve your service.

Much can be gleaned about your business from this feedback. You’ll discover where you excel and where there is room for improvement. Tackling any issues that arise can lead to improved customer retention, acquisition and ultimately sustained profitability.

Don’t forget about your advocates either. By taking the time to thank them for positive feedback you can strength the connections between you. They may also be willing to provide you with a customer statement or referral.

For more information on measuring customer experience or service improvement, contact Gordon on