Many big and small companies use Net Promoter Score to rate customer experience, but many of them also do it wrong. Although NPS has only 2 simple questions, it doesn’t end with a simple survey. Best implemented, NPS starts with employee training and ends with follow-up actions taken by the company. Avoiding the mistakes stated below will help you to ensure the future success of your company and increase ROI while tracking NPS.
1. Chasing the score
Once you have gathered the information, calculating the Net Promoter Score is easy. The problem is that NPS is never about the score itself. You might track the trend, but what will you do if it drops or goes up? Knowing why your promoters love you or why detractors are unhappy is equally important if not more, than the trends. Taking control over NPS by focusing on the follow-up responses will give you the most results out of NPS.
2. Asking too soon
Many companies send out NPS surveys right after the purchase, which could likely result in rating your website or visual designs, but not the brand loyalty or customer satisfaction. Let your customer use the product and form an opinion about it. Perfect timing depends on the nature of the product or service, however, in general, you should send NPS survey 10 days after the customer purchase/use/delivery or 30 days after downloading the app.
3. Not tracking the change
NPS score is vulnerable to change and for you, it is beneficial to keep track on what drives NPS up or down. It is important not to flood the same customers with the surveys. Instead, ask a small portion of your customers, then repeat the survey in some period of time by sending the NPS questionnaire to the other group of customers.
4. Focusing too much on detractors
Understanding detractors is important, but knowing why your loyal customers love you will drive your business to the top. You should spend at least as much time analyzing the reasoning behind promoters, as your detractors, as promoters are the people who spread word-of-mouth advertising and literally will bring your business to the top. Learn how to analyze and communicate the strengths of your business, your competitive advantages that will attract more customers with the insights from NPS surveys.
5. No follow up
Show that you care about your customer by making a follow-up plan for the every response that you gather. Ideally, this could be personalized message according to the score or the problem that your customer faced. Try to solve the problem and ensure your customer that you are going in the right direction. Following up your customer influence a lot on your brand, as the customer, who was heard, wants to give more feedback in the future and continue the relationship with your company. The success of your NPS tracking largely depends on securing that with surveys and follow-up the required actions to satisfy your customer are taken.
6. Not training your employees
In order to take action, your employees must be aware of the NPS system and how to implement it into the work routine. Educated employees, that deal with following up your customers, will produce higher results. Training created by Bain & Company including a system of feedback and coaching is not a high-cost investment and will immediately result in higher morale and productivity.
7. Keeping results within the survey team
Some companies keep the NPS results … within the NPS team. The truth is that all the departments of the company influence customer experience. NPS should be visible and not be left out from the meetings. Read more on the role of NPS results in the workflow of each and every department:
Note: Net Promoter, Net Promoter System and Net Promoter Score are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.