“Net Promoter Score” is one of the most common retail tools for collecting customer feedback. The concept of net promoter is simple. Customers are asked whether they would recommend the store (or service) to friends and family on a scale of 0-10 . A score of 9-10 is a promoter. A score of 7-8 is neutral. A 6 score or below is a detractor. Subtract the detractor percentage from the promoter percentage and you have a “net” number: the Net Promoter Score.
Promoters are customers who are enthusiastic about your store or brand and will keep buying from you. They are loyal customers who drive growth over time through their positive “word of mouth” marketing to their network. Neutral customers are currently satisfied but constantly at risk to switch stores or brands. Detractors are unhappy customers who can damage sales and give your store or brand a bad reputation throughout their network.
Using NPS
A net promoter score (NPS) is useful for doing more than capturing your customer’s feedback at one point in time. It is especially useful when comparing scores over time or across locations. Savvy retailers look at their NPS during peak hours and non-peak hours. They compare those scores to understand the possible degradation in customer service during busy hours. They compare scores by floor manager to understand which ones direct and lead staff to provide excellent customer service and which do not. Most large retailers, restaurant chains and service providers use net promoter scores.
Customers are incentivized to provide a net promoter score. First, they go to a website or use a toll-free phone number for a “less than one minute” survey. Then In return for participating, customers might win a gift card or a discount on a future purchase. Customers are typically notified of the survey through register receipt messaging or from store associates directly. You can find dozens of providers for this metric online. Many integrate seamlessly with the most popular POS platforms.