You go to a store, and the retail assistant asks you to fill in a survey about your experience.
When you visit the website to fill in the survey – it’s about 30 questions long!
Every time you ask customers to fill in long surveys, you run the risk of not getting complete feedback. However, with NPS, you can get a lot of insight about the retail experience you offer… all by asking one straightforward question.
What is an NPS score?
Net Promoter Score, or NPS for short, is a way you can measure customer satisfaction within your store.
Unlike other surveys, it relies on one question:
“On a scale from 0-10, how likely are you to recommend this company to a friend or colleague?”
People who rate you from 0 to 6 are known as ‘detractors’ – people who are not likely to recommend your business to others.
People who rate you 7 or 8 are known as ‘passives’ – people who aren’t recommending your business to others, but aren’t being negative about it either.
People who rate you 9 or 10 are known as ‘promotors’ – your store’s most loyal and passionate customers.
To calculate your NPS score, you take the percentage of promoters and subtract the percentage of detractors. This will give you a number that can range from +100 to -100. A score of over seventy means you’re doing an excellent job. Thirty or below, and there is some scope for improvement.
The good thing about the NPS score is that many businesses use it, so it can be a great benchmark to see how your store is doing compared to similar retailers. In the US, two-thirds of the largest businesses use NPS.
How can you improve your NPS score?
So, you’ve polled your customers and got your NPS score. If it’s not as high as you would like, what can you do to make it better?
Here are some of our top tips for retailers.
Share your feedback with everyone
Be open and honest with your score, and staff will be more likely to provide a positive and welcoming experience for shoppers.
Look to your most loyal customers
Anyone who rates you as a 9 or 10 is highly likely to recommend you to others. Make the most of this and encourage these shoppers to spread the word about you as much as possible! Invite them to VIP events and give them sneak previews of your latest products.
Listen to your detractors
The people that give you the lowest scores can often give you the best feedback. Take the time to ask your detractors what they didn’t like about their in-store experience and how you can make it better next time. If there is a common theme amongst the feedback, what will you do to take action?
Not only can you get invaluable insight this way, but by listening to your detractors, you can transform them into brand advocates.