How do brands measure their customer experience?
Over the days, we would have come across and interacted with so many brands. Our experience with each one of the brands would have been different, some might have been memorable, some a total nightmare. These brands that we interact, range across domains it could be a tech giant like Apple, a platform like medium or even a small food stall in our locality.
One thing that I have noticed is that there is something that is common to all brands, be it Apple, Medium, or a small food stall.
Just one thing.
Yeah, that’s right, at the end of the day, there’s one business principle that’s common to all the brands in the world. All of them want to offer their customers their best customer experience so that they talk about the brand and actually “promote” it to a wider audience.
It’s a fair enough simple concept, treat one customer properly, and provide them a great experience with your brand. They’ll, in turn, promote your brand themselves to get more people to talk about your brand and your offering which brings in more business at the end of the day.
Just look back and think about a time when you’ve been to someplace or ordered something from a brand that has given you a great experience. What did you do next, exactly?
I’m pretty sure you ‘d tell one of your friends about the brand and your experience, essentially acting as a “promoter” for the brand. Similarly, if the experience is bad, you ‘re talking bad about the brand acting as “Detractor” in turn. So it’s very important for a brand to measure the customer’s experience.
But how exactly does a brand measure customer experience?
Apple sells close to a million iPhones in a day, Amazon India ships 5 million orders in a day and it is almost impossible to reach each every one out and ask how was their experience!
But there got to be a way right?
Yes there is a way to measure customer experience and it is known as “Net Promoter Score”
Net promoter score (NPS) is one of the main methods to measure customer experience. NPS is a customer satisfaction benchmark that measures how likely your customers are to recommend your business/brand or a product to a friend!
To calculate NPS all that a brand needs to do is create a feedback form with a 1–10 rating scale like the one above. Scores 0–6 are detractors, scores 7–8 are passives, and scores 9–10 are promoters. To determine the NPS score, subtract the percentage of detractor responses from promoter responses.
With this score, you can instantly tell how many customers are happy enough with their customer experience that they’ve become ambassadors for your brand.
This will all make sense now, you’ll be realizing that you have been helping a brand identify their NPS score while filling a feedback form. After all, it wasn’t a smiley/number based fun feedback survey!
What’s an average NPS score for a brand?
NPS score can vary between -100 to 100 and a positive score itself is a big deal!
Aren't you interested to know the NPS score of popular brands?
I was curious too and I did some digging to find out the NPS scores of popular brands!
Some of the NPS score of popular brands, Tesla (96), Apple (72), BMW (72), Netflix (68), Amazon.com (62).
Global food giants, McDonald’s has an NPS score of -8. Facebook has an NPS of -21. Quite a surprise.
So the next time you decide on a smiley/number or star emoji in a feedback survey, you’ll know exactly what you’re doing!
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