NPS – A tool to evaluate customer satisfaction?

At risual, we use NPS (Net Promoter Score) to understand how we can improve our services every day. Feedback can be asked from our clients at any time of the day to understand the quality of our service. The NPS is a customer satisfaction measurement tool, asking customers how likely they are to recommend risual to a friend or colleague on a scale of 0-10.  

Our approach to feedback requests is flexible and clients can share their thoughts whenever it suits them. We try to understand how each client operates with their values and adjust our approach accordingly. The aim is to collect valuable and honest feedback from all the different organisations we work with to improve our services.  

Using Microsoft Dynamics 365 and Power BI we collect and process all the feedback we receive from our clients. Each piece of feedback will automatically attach to the appropriate account details to help generate advanced insights. We identify trends or details in written feedback to understand the people we work with better and offer the best adjustments.  

Weekly reports are delivered internally, so we can identify areas of progress and congratulate our people for offering high value services to our clients.  

Our recent NPS responses and what we’ve learned. 

According to Survey Monkeys, in 2021 the average NPS score for technology companies globally is around 35 to 40.  The top quartile of these companies has an average score of 64 or higher. These results may express how difficult it can be to consistently offer the best level of service possible to customers.  

As a Microsoft Gold partner, we are delighted to position ourselves at the very top of our market, with a current score of 75. Our latest responses for the month of October seem to be particularly interesting with scores ranging from 9 to 10.  

One of our largest clients, a government branch, rated our Managed services on several occasions expressing gratitude and satisfaction.  

NPS 9 – “Case resolved effectively and quickly” 

NPS 10 – “Fast and helpful service” 

NPS 10 – “risual have a very big task in that some of the programs are very bespoke, but they do their best to seek out the right people who can help them and you to resolve whatever issues arise” 

In some situations, our clients provide us with more detailed responses, helping us understand the value of our services. The government branch explained how pleased it was with our new service when technical issues occurred.  

NPS 10 – “As a new service provider I was very pleased with the knowledge and expertise that IT support had with our systems.  Exceptional service.  The technician was very helpful, patient and efficient.  He was able to resolve the issue within a short period and was very professional.  I was especially pleased with the cover provided for a non-working day as without it I would not have been able to access work to finalise.  Thanks.” 

A large council we have been working with for several years offered some feedback on our latest consulting services.  

NPS 9 – “risual consultants demonstrated great communication skills while collaborating on a project. They are always willing to help where necessary.” 

Additionally, a Police branch who benefits from various services we offer, expressed high satisfaction towards our experts.  

NPS 10 – “Extremely helpful with good communication” 

These promoting scores offer us guidance on the level of service we offer. To maintain our overall score of 75+, we need to ensure that most of responses are between 9 and 10. We can understand our clients’ preferences and how they work every day by receiving their responses and adapting to expectations. Our experts always aim to offer the best level of service possible, so risual can have one of the best NPS scores in the market globally.  

Let’s get a bit more context. 

Many companies out there are using various ratings systems with their clients or customers to evaluate the value of their services in the market. You could ask yourselves why do business use these tools? Well, ensuring your customers are happy with the services they receive supports loyalty and increases the chances of recurring transactions. 80% of your profits come from just 20% of customers (Forbes, 2020). For this reason, it is important to ensure that your customers likely to spend more towards your business have the best experience possible, right? 60% of loyal customers will purchase more frequently from their preferred companies due to the good experience with them in the long run (Hubspot, 2020).  

The point being, nurturing your customer’s experience is such an important aspect for growth and competition in each market that may be overseen by some businesses. Now that we have clarified these insights from customer satisfaction, what solution would you use to measure the value of your services?  

What is the Net Promoter Score?  

The rating system measures feedback to position each client into three different categories that include Detractors, Passives and Promoters. Each category requires a different plan of action to improve the score or maintain it.  

Detractors: Clients who have rated services between 1 and 6 are detractors. They are unlikely to recommend the products or services to others or pursue any further transaction with the business in question. In this situation, companies can lose customers and opportunities for growth due to poor customer satisfaction. Key changes are usually required to reduce the number of detractors and create more promoters. 

Passives: In this situation, customers have rated their services between 7 or 8 and are considered to be passive. They are unlikely to recommend the company to any other customers but are also unlikely to damage the brand with negative comments. Passives are closer to promoters (especially with ratings of 8) and can be nurtured in various ways to ensure they receive the best services possible. Companies can investigate passive feedback and attempt to improve it towards promoter feedback.  

Promoters: When your customers are considered to be promoters, you can be proud of yourselves. They have rated your products or services between 9 or 10, meaning they are highly satisfied. Customers are very likely to promote your company and enhance your reputation in the market. A large number of promoters can expand your reach in the market and create new business opportunities in which customers will have more trust. 

To calculate the overall NPS score of a business, simply subtract the percentage of customers who answer the NPS question with a 6 or lower (detractors) from the percentage of customers who answer with a 9 or 10 (promoters). The closer the score is to 100 the better.  

What are the benefits?  

As you probably realise, the rating system is straightforward and simple to understand. However, the value provided by the NPS can have a great impact on an organisation and make some meaningful changes.  

Firstly, the NPS enables companies to understand their customers in more detail. For example, a transaction between both parties could be perceived as “gone really well” for a company but the client might have a different opinion on the matter. Imagine this same client avoiding your business for any future transactions and damaging your brand due to a poor experience that you didn’t even know about. In fact, every detail counts to develop a smart business.  

Another important factor to consider is that companies can analyse the value of their services with the support of feedback. When the scoring isn’t over 9, there will always be some changes available to deploy and monitor. Additionally, customers can write a sentence or two to support the score given. Companies can use these details to adjust their services to a changing market and always offer competitive products or services. 

As mentioned previously, customers communicate with each other about various brand. Why not ensure that your customers are promoting your brand instead of damaging it? The positive promotion of a brand can lead to business interesting business opportunities and growth. Even if don’t have the best product on the market you might be a very responsive supplier, cost effective or the most efficient? Promotes your strengths to customers and lets them know how you proceed as a trustworthy organisation. 

Once companies have achieved a high NPS average score, they can promote the results on various channels of communication. Many companies are aware of this tool, and it is simple to understand. The NPS becomes a promotional tool that supports credibility and trust in the market for customers to know about. 

How can you integrate this rating system into your organisation? 

The process is simple, you can use any survey platform and integrate the NPS structure tailored to your business. Customers can complete the NPS feedback either on your website or from a link sent via email. The questionnaire will usually show a few personalised questions carefully selected by the business and the service rating raging from 0 to 10. The key to this process is to make sure the feedback is quick and easy to complete, to ensure clients will complete it.  

Please contact us directly for more information on the NPS rating system. We are always happy to provide support by phone 0300 303 2044 or by email at enquiries@risual.com. 

About the author