For the CloserQ readers looking to increase sales by
increasing client satisfaction, I recommend, "The Ultimate Question 2.0: How NET
PROMOTER Companies Thrive in a Customer-Driven World", Fred Reichheld with Rob
Markey. I recently listened to the book, via Audible, after a CEO recommended to me.
The book titles refers to the one and only ‘survey’ question
you need to ask your clients on how you
are doing as a company: “On a
zero-to-ten scale, how likely is it that you would recommend us (or this
product/service/brand) to a family member, friend or colleague?” The question gets
right to the heart about how the client really feels about you, which is, have we treated you right,
in a manner that is worthy of your loyalty.
Why is the book being reviewed on a sales blog? A time tested method to grow sales is to have
referenceable and loyal clients, and this book offers simply, concrete, and
executable plans to increase your number of loyal clients.
How does it works? The survey categorize results of your
customers into one of three buckets (iPromoters, Passives, an
Detractors) when answering the Ultimate Question.
With regard to the scores themselves, Promoters are those who provide a
rating of 9 or 10; Passives 7 or 8; and Detractors 6 or less. Promoters are those clients who have the
highest rates of repurchases and referral,s and will be advocates for your
business; Passives are satisfied Clients that stay with a your company more due
to inertia than true loyalty and will move for a better deal; and Detractors are
clients who spread negative word-of-mouth comments about the company which negatively
impacts your company’s reputation, ability to attract new Clients and have positive employee
morale. Your NetPromoater System (NPS) Score is simply the % of Promoters
of all responders minus the % of Detractor of all responders.
So how do you rank?
The average Net Promoter Score across over 400 companies in 28
industries is just 16%. Top consumer companies are Harley Davidson (81%), Amazon (73%), and Apple (66%). Top performers
Tech Vendors there have an NPS of 50% with Intel (53%) and IBM (50%).
If you choose to implement an NPS strategy, I recommend
using Survey Monkey, which
even has a NPS template https://www.surveymonkey.com/mp/net-promoter-score/
that you can use for you NPS Survey.
Good Reading / Listening!
Reader Feedback, please click the ‘comments’ below to
give your feedback on ' The Ultimate Question 2.0: How NET PROMOTER Companies
Thrive in a Customer-Driven World '. Shaun Priest aka CloserQ. Have fantastic
day.
Lastly, below is a presentation that I recently gave on NetPromoter.
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