When discussing feedback with clients, one thing that is asked about a lot is Net Promoter Scores (NPS), how they are calculated and what they are used for.
You may have seen the scoring system used when filling out feedback. For example, you might be asked how likely you are to recommend a service to your friends and family and then asked to pick a number out of ten.
But you may not be so familiar with the detail of the NPS system and how it is used to establish whether respondents are detractors (if they score between 0 and 6), passives (if they score 7 or 8) or promoters (if they score 9 or 10).
Chris Lowe, Customer Experience Director at insight6, explains:
The NPS score itself is calculated by subtracting the percentage of detractors from the percentage of promoters. The scores range from -100 if every respondent scores between 0-6 up to 100 if all respondents scores 9 or 10.
What do each of these types of respondents mean?
Detractors are those who have not enjoyed the experience and they don’t think much of the brand, passives believe that the experience was alright and they came away reasonably happy and promoters are those who felt it was a really good experience and love the brand.
Clearly we all want our clients to be scoring a 10 to demonstrate the fact that they have really enjoyed the experience, but it is about more than just that.
Statistics show that 66% of passives will remain a client which is 30% less than the 96% of promoters who will stay loyal to the brand.
There is an even bigger difference when it comes to recommendations. 92% of promoters will recommend your business to their friends and family if asked to do so but less than half of all passives will do the same, with statistics showing 47% of those scoring 7-8 will recommend the business.
Importantly 96% of promoters will trust the brand compared with just 49% of passives.
These comparisons show just how important it is to first of all measure how your clients are feeling. Using their feedback to implement changes and improve your NPS will see an increase in both client retention and client referrals.
The average NPS in the legal sector comes out at 19. If we benchmark against the brands who are doing incredibly well at the moment you would look towards the likes of Apple (69), Amazon (62), Netflix (68). And Tesla (96). All of these brands are not just thinking about creating something that works functionally, they also think about how each process makes their customers feel. That is the crucial part of the NPS.
insight6 CEO Jonathan Winchester recently hosted a webinar all about why CX matters where he discussed the use and importance of measuring NPS in your business. Watch that now by clicking here.