2-minute guide to the Net Promoter Score: All you need to know about NPS® in a cartoon format

1. How the ANSWER TO THE "ULTIMATE QUESTION" IS REICHHELD HAD FOUND
ONE NUMBER THAT CAN PREDICT A COMPANY'S GROWTH! LONG CUSTOMER
SATISFACTION SURVEYS
WERE NOT EFFECTIVE...
Net Promoter® was developed by WAS THERE A
Fred Reichheld, and detailed in BETTER WAY
his book "The Ultimate Question". TO MEASURE
LOYALTY?
HE FOUND A SIMPLE
METHOD. IN ADDITION, ..."WOULD YOU RECOMMEND US to a friend
HE SHOWED THE RESULT or a colleague?"
WAS STRONGLY LINKED TO
GROWTH.
what IF I ASKED
JUST one SINGLE
question...?
REICHHELD settled on a 0-to-10
scale. CUSTOMERS FALL INTO 3
CATEGORIES: PRomoters,
PASSIVELY SATISFIED AND
DETRACTORS
YOU SHOULD PASSIVELY
TRY THEM! SATISFIED
PROMOTERS...
... FORM long & profitable
likely to have a long &
relationshipS with your
profitable relationship
company, ARE more ...TypiCally THESE customers
interestedcompany. less
with your in new
enthusiastic - DON'T CARE ABOUT YOU.
price sensitive. more
products, LESS PRICE and LIKELY NEITHER strongly
SENSITIVE...in new
interested
recommend to loyal Nor disloyal -
others. THEY are not included
in the FINAL SCORE.
Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.

2. DETRACTORS... HOW TO MEASURE:
DON'T EVER
BUY ONE OF
@#%!#$%
THOSE!
!!!!!
...feel they have been badly treated.
more likely to defect to your TELEPHONE OR EMAIL
competiton, demand higher ALL CUSTOMERS.
discounts, complain more, and bad- SEGMENT THEM LATER.
mouth you to others.
...AND THESE ARE the top MY TEAM IS
HERE'S THE MATH: 3 customer ISsUES THIS GETTING BETTER
NET PROMOTER MONTH AT CUSTOMER
SCORE (NPS) = SERVICE
%PROMOTERS LESS
%DETRACTORS.
EXAMPLE HERE IS 33.
PERFECT. LET'S
PRIORITISE THESE
STRAIGHTAWAY!
SOME FIRMS ARE
WHEN SEGMENTED, THE NPS MAKING NPS A
SCORE SHOWS WHICH factor in
BUSINESS AREAS TO FOCUS employee
ON. CUSTOMER COMMENTS compensation.
SCORE RANGE: -100 to +100. ARE MOST VALUABLE!
WORLD CLASS COMPANIES NET PROMOTER SCORE is
HAVE NET PROMOTER most successful AS A we help the big
SCORES OF 50 or more. continuous learning companies
SOME, LIKE HARLEY TOOL, tracked over time. listen, market
DAVIDSON, AMAZON & sell directLY
AND EBAY SCORE 70+. RESULT: to consumers
HIGHER
NPS,
GOOD
PROFITS &
GROWTH!
GE'S NPS IS UP BY
5%. STRONG BUY!
DIRECTNESS CAN HELP
YOU MEASURE LOYALTY
& IMPROVE YOUR SCORE.
THEY ALL LIVE BY NPS is becoming widely ITs "Customer-GAUGE"
THE GOLDEN RULE: adopted - EVEN BY TOOL is ALREADY USED
"TREAT OTHERS AS FINANCIAL ANALYSTS. BY MAJOR FIRMS. FIND
YOU WANT TO BE pretty impressive for OUT MORE:
TREATED" just one number! www.directness.neT
(C) Directness BV May 2007
http://www.directness.net