On a scale of 0 – 10, I’d give it a 10! Yes, I recommended Net Promoter Score (NPS) to a friend! But before I share my reasons why, following is a quick overview of how organizations calculate their NPS score.
Calculating Net Promoter Scores
Net Promoter Scores are calculated using the answer to a single question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague? This is called the Net Promoter Score question or the recommend question. Respondents are grouped as follows:
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).
Why Net Promoter Scores matter
I’ve been doing this for six years. Will I stop because the critics, which have existed since NPS was launched, are getting louder? No! Why? Thanks for asking. I will answer that question with a question…
“On a scale of 0-10, how likely are you to recommend HOSTING to a friend based on the timing, accuracy, and personal attention received to ticket #384761, seeking the addition of additional database servers to your production environment?”
Yes, that is a long question. Here’s why…
A key criticism of NPS is that the “one question” is so simple that it is too generic. I find this a fair criticism to be given by someone who is NOT familiar with NPS because such a person would not have read the evidence. For the sake of this brief post, if you were the client requesting additional database servers and were posed the “simple” version of the Ultimate Question after resolution of your request, would you answer differently than the “wordy/detailed” question above?
You should not answer differently because the focus is on whether you would recommend or not. When a question is made more specific, you give the respondent the ability to say they would (or would not) recommend based on a specific item within a larger scenario. The “simple” question allows the respondent to answer in the more meaningful way, which includes taking into account any and all other items.
Unless one is using NPS to refine a specific step, task, or part of a process, I believe the simple, original question is best because it gets to the punch line…OVERALL, are you now (based on this latest interaction with our firm) a promoter, a detractor, or a non-influencer to your friends?
HOSTING has the leading Net Promoter Score in the cloud industry
HOSTING is proud to be an industry leader in NPS. Unlike other cloud service providers (CSPs), we share our NPS with all of our customers and prospects – we even post our NPS on our website. It is great to tell customers that whenever they are posed this question, they can be confident that the optional comments they can leave will be read by our senior management team, including our CEO every day!
HOSTING shall continue to explore augmentations to NPS since the goal is as simple as the one simple question – are customers actively promoting, detracting, or not influencing our message. In the weeks ahead, we will explore other aspects of how we employ NPS as a way to measure the customer experience from our thousands of customers. Until then, we will be focused on continuing to deliver NPS worthy of the 60+ we’ve achieved for years.
Interested in learning more about what factors go into the Net Promoter Score? Read our HOSTING COO Don Barlow’s blog post, Researching cloud service providers? Ask about their Net Promoter Score.