What is Net Promoter Score (NPS)?
A brief explanation of the Net Promoter Score® (NPS®) concept and how to use it to measure customer loyalty for your event.
What is Net Promoter Score®?
NPS®, formally known as ‘Net Promoter Score’, is a widely recognised way of assessing the loyalty of an individual or group of customers. Using just one simple question, Net Promoter Score allows you to gauge how likely someone is to recommend your business, eg. the event you are organising, to fellow visitors or exhibitors.
How do I measure my events’ net promoter score?
The NPS Question
To discover an individual’s Net Promoter Score you ask them the following question: ‘How likely are you to recommend us (our business, event etc) to a friend or colleague?’
The customer gives a score from 0 to 10, with 0 not at all likely and 10 extremely likely to recommend.
It is best practice to follow the NPS question with a ‘why?’ question, to help establish the reason behind the score and how to go about improving it (if it is not already a 10!). It is also a great way to gain valuable testimonials about why people are such fans of your event, for use in your marketing messaging! Should the user give permission, the quote can be posted directly to social media channels.
Detractors, Passives and Promoters
The score that the respondent gives will dictate which NPS category they are placed in.
Customers giving a score between 0 and 6 (inclusive) are called Detractors.
Not particularly impressed with your offering, Detractors are unlikely to recommend you. In fact, based on their perceived bad experience/s, they are more likely to warn people not to do business with you or attend your event.
Customers giving a score of 7 or 8 are called Passives.
Passives are best described as ‘sitting on the fence’, they are indifferent to your service and an experience could quite easily move them up or down the Net Promoter® scale.
Customers giving a score of 9 or 10 are called Promoters.
Promoters are great! They are the raving fans of your event and can’t wait to tell everyone and anyone how great you are. They are like a giant sales force that you do not have to pay! The more Promoters you have the better, as we shall see when calculating organisational NPS, below.
The NPS Equation
To calculate your business or departmental NPS you need to look at the proportion of customers who fall into the categories of being a Detractor or a Promoter.
(Passives are consciously left out of the calculation).
The NPS equation is as follows:
% Promoters – % Detractors = NPS
So, for example:
|NPS Category||Number of Customers||Percentage of Overall|
55% – 35% = 20
NPS = 20
Your goal should be to move as many of your customers as possible up the Net Promoter scale, using the data generated by asking the Net Promoter Score question to efficiently and effectively inform service delivery improvements.
The higher your NPS the better. According to Chattermill:
- Over 70 = Excellent top-tier customer loyalty
- 30-70 = Very good with high ratio of happier customers
- 0-29 = Good but still room for improvement
- Below 0 = Poor and needs urgent improvement