If you’ve purchased anything online lately, or even walked into a store where you’ve had to interact with a sales person, odds are fairly high that you’ve received the follow on questionnaire that asks:
“How likely are you to recommend us to a friend?”
It has become almost startling now as my iPhone receives that email with the survey attached before I even walk out of the store. It also seems to me that I am being asked this question more and more frequently.
Now, as a marketing guy I understand that… companies are trying to calculate their Net Promoter Score. They really just want to know how well they’re doing.
Just briefly today I want to pose some questions that are worth considering when you start to think about using Net Promoter Score as a measure of how well your organization is serving your customers.
1. Is the answer to the question of whether someone will promote you or not reflective of your overall relationship or just the most recent transaction?
I have had great experiences with front desk people at hotels, airlines folks, cell phone sales people (and just as many bad ones) and my response to the question of whether I’ll promote or not is typically based on that most recent few minutes.
That means that in order to get an accurate picture of my relationship to any of those businesses they’d need to get me to answer that question after every significant transaction and calculate an average. I can guarantee you I won’t fill out the survey every time!
As a result it is important to remember that:
Timing and frequency are crucial to get right
2. Does a customer’s positive response mean that they’ll actually promote your organization?
Obviously that differs person to person and situation by situation but it cannot be assumed that “yes I WOULD promote” equates to “yes I WILL promote”.
Rather than asking the blanket “How likely are you to recommend us to a friend?” it becomes more useful to suggest where and when you might recommend: “How likely are you to recommend us to a friend who is looking to book a vacation?”
Providing context makes it easier for the customer who wants to promote you to recognize the opportunity to promote you.
3. How can you make it easier for your customers to promote you?
Asking the blanket question gets you a philosophical response, providing context makes it easier for the customer to consider action, but you’re still asking them to engage in creative effort.
- Why not, instead, provide customers with a couple of options: “If you’re willing to promote us would you please like our page on facebook?” or “If you had a great experience with us today would you be willing to post the following tweet: etc. etc. etc.”
The easier you make it for someone to promote you the more likely it is that they will.
Rather than just asking folks if they’d be willing to promote your organization provide them with the ways and means to do so and you’ll find you get much more mileage out of the practice of capturing net promoter information.
When was the last time you answered positively on a “will you recommend us” survey? How quickly did you actually recommend and what means did you employ?