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How video can improve Net Promoter Score (NPS) surveys.

We have been recently piloting the use of VoxPopMe for capturing video to sit alongside NPS style surveys.

For those unfamiliar with NPS there is an excellent blog post over at https://www.checkmarket.com/2011/06/net-promoter-score/ which I will summarise below.

The Net Promoter Score is a simple but powerful tool to enable you to measure client satisfaction by asking 1 simple question. It was developed in 2003 by management consultant Fred Reichheld of Bain & Company in collaboration with Satmetrix. The key objective during the development of NPS was to determine a clear and easily interpretable customer satisfaction score which can be compared over time and against other industries.

Respondents are asked the following question “How likely are you to recommend company/brand/product X to a friend/colleague/relative?”. The question is answered via an 11 point rating scale ranging from 0 (not at all likely) to 10 (extremely likely). Dependant on the score given by the respondent 3 groups emerge. Detractors (0-6), Passives (7-8) and Promoters (9-10).

                                                        NPS-en

Essentially what is being assessed is the likelihood that a respondent would recommend a certain company, brand, product or service to a friend, family member or colleague.

The NPS score is calculated by taking the difference between the promoter % and the detractor %.
For example if you have 28% of respondents that are promoters and 21% that are detractors your NPS score would be 7. A score of > 0 is considered good but some leading brands such as Apple and Netflix will see results well into the 60s and 70s. It is also worth pointing out that it is possible to have a negative NPS score.

What we wanted to do with VoxPopMe was to try and get a much deeper insight in to the why behind the number and also generate some ideas as to what brands could be doing to get a 10 rating.

We have consistently found that using VoxPopMe can bring themes to life in a way that other forms of research can sometimes struggle with. We recently ran VoxPopMe video NPS Campaigns for 9 leading UK Brands to showcase just how effective Video could be.

Tesco NPS

                        

Promoters

Detractors

More information on the Tesco Net Promoter Score analysis

O2 NPS


Promoters

Detractors

More information on the O2 Net Promoter Score analysis. 

Premier Inn NPS 


Promoters

Detractors

More information on the Premier Inn Net Promoter Score.

Sky TV NPS



Promoters

Detractors

More information on the Sky TV Net Promoter Score.

Wagamama NPS



Promoters

Detractors

More information on the Wagamama Net Promoter Score.

Ryan Air NPS


 

Promoters

Detractors

Next NPS 



Promoters

Detractors

Further discover how UK consumers perceive Next.

eBay NPS



Promoters

Detractors

View the full eBay report.

Apple NPS


 

Promoters

Detractors

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