The Net Promoter Score (NPS) is a survey method that uses a single key question with an option of a few targeted sub-questions to gather and calculate a customer experience score. NPS has gained popularity with companies in major industries globally to get a better view of customer experience and loyalty. The survey has gained ground because it is quick and simple to complete and the results are easy to understand, benchmark and disseminate.
NPS measures a recent transaction or service rendered, which increases the value of the feedback for Marel. The absolute score reflects the customers' view of the company. Most companies also look at the trend over time, following issues like whether the score is fluctuating, if it varies between markets or segments and most importantly if the outcome is improving. The trends are a good indication of how the overall organization is doing and if things are improving or not.
After completion of a service job for the customer receives a NPS survey in email. The format is simple. There is one main question and several optional sub-questions. The core question is: Based on your recent experience with Marel, how likely are you to recommend us to a business associate? The answers are on a scale of 0-10, where 0 is the worst and 10 is the best. The NPS can range from a low of -100 if every customer is a detractor to a high of 100 if every customer is a promoter. 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 our brand and impede growth through negative word-of-mouth.
The Net Promoter Score is created by subtracting the percentage of detractors from the percentage of promoters. The NPS can range from a low of -100 if every customer is a detractor to a high of 100 if every customer is a promoter.