Random Thoughts

Some random thoughts while resisting the urge to promote my new obsession.

Score Begging

While I fully admit it's imperfect, I do firmly that NPS is the key to unlocking exponential growth in a business. For the few out there unfamiliar with NPS, here's a great description. The whole point of NPS is to OVER deliver in every interaction with the goal of creating customers who are not just happy, but passionate about your business. So much so that they begin evangelizing to their friends and family about it.

The algebra behind NPS is simple...after an interaction with your brand, ask the customer "would you recommend us to a friend or family" on a scale of 1-10. If the customer responds with a 9 or 10, they're classified as a "promoter", the source of "word of mouth" advertising that you just can't buy. 7&8 are "neutral". Any scores less than 7 are considered "detractors", which at first glance seems harsh. In a normal context, a "7 customer" would seem to be pretty good...but remember, the goal isn't "pretty good", the goal is creating word of mouth buzz which only comes from people who are THRILLED with your product or service.

It's so simple that it makes sense. The problem is simple doesn't mean easy. Too many companies "teach to the test", obtain an inflated NPS score, but then wonder why there is little to no buzz around their company.

NPS is like Fight Club, meaning the first rule of NPS should be that we don't talk about NPS. The only companies who I've seen truly benefit from NPS are those who don't talk about it. From personal experience, Apple & Peloton Interactive spring to mind. After an interaction with an associate, you're never informed that a survey is coming, you're not guided to a desired score, and the brands hold themselves accountable to creating promoters in product design, customer service training, and employee empowerment.

Meanwhile, other brands that "adopt" NPS never seem to generate the buzz. You know who they are...you'll see signage that instructs the customer "If we didn't earn a 9, please let us know how we can make it right". After even the most simple of transactions, the employee will "score beg", informing you of the survey to come and begging for a 9 or above. This leads to inflated NPS scores because a customer may feel pity for the employee and "do them a solid" when the survey inevitably comes.

While all there are two types of brands who adopt NPS, when's the last time you heard someone go on and on about the car dealership down the street, who begged for a 9. Conversely, we all have people who talk endlessly about how an Apple Watch saved someone's life after detecting a health issue or how a Peloton helped someone lose weight.

NPS works if you put the work in.

NPS won't cover up a crappy product

I'm really trying to resist being one of those annoying promoters of a new product I've purchased and am absolutely in love with, but one thing hit me while thinking about this product and a recent customer service experience that was absolutely effortless.

If the product wasn't amazing, it wouldn't matter how great the customer interaction was. I've had plenty of experiences with incredible employees, yet the product and/or brand doesn't deliver a "9 or above" experience.

NPS is important, but you have to start with an incredible product.

Now I'm going to go back to resisting the urge to evangelize.

Maybe next time I'll write about the drawbacks to NPS, because it's not perfect. Have thoughts on NPS and Score Begging?

Based on this post, on a scale of 1-I'm liking, leaving a comment, and sharing this post, how likely would you be to recommend this to a friend? ;)