Net Promoter Score (NPS) Consulting

How Net Promoter Score (NPS) Works

Customers answer one question from 0 to 10. Those who answer 9 or 10 are promoters, 7 or 8 are passives and 0 to 6 are detractors. Subtracting the percentage of detractors from the percentage of promoters gives a score from -100 to 100 that you track over time.

The score alone does not tell you what to do. Its value comes from the open comments, the segmentation by journey stage, product, region or team, and the link with behavior such as renewals, repurchase and complaints. Relational surveys measure the overall relationship, and transactional surveys measure a specific interaction, and most companies need both.

The work follows four steps. We define what to measure and when, design the surveys and the sampling, connect the responses to your CRM and customer data, and set closed loop workflows and a regular review where the findings become actions with owners.

A score tells you how customers feel. The follow up tells you what to do about it.

Benefits of Net Promoter Score (NPS)

NPS creates value when it changes how the company responds to customers. These are the benefits our clients look for.

A simple loyalty indicator the whole company understands. One question and one score give leadership, sales and service a shared language about customer sentiment.

Earlier warning of churn. Detractors and falling scores in a segment appear before customers leave, so account and service teams can act.

Clear drivers of satisfaction and dissatisfaction. Comments and segmentation show which products, processes or interactions raise or lower the score.

Better investment decisions. Linking scores to retention and revenue helps decide which improvements deserve budget first.

A culture that responds to the customer. Closed loop follow up shows customers that their answer mattered and shows teams the effect of their work.

See what your NPS program could tell you about customer loyalty.

Our Net Promoter Score (NPS) Approach

ICX starts from the business decision. Do you want to reduce churn in a segment, improve a service process or compare markets. The decision defines the type of survey, the moments to measure and the audience.

ICX Compass and the ICX Maturity Model show how ready the organization is to act on feedback. The ICX Process Transformation Framework defines who responds to each detractor and how processes change when a cause repeats, and the ICX Executive Blueprint connects the score with processes, business rules and KPIs. CX Intelligence, our managed analytics service, can run the analysis and reporting for you.

We connect surveys and responses to your CRM, mainly HubSpot or Salesforce, and build the dashboards in Power BI.

Tell us what you want your NPS program to help you decide.

Net Promoter Score (NPS) Use Cases

When a company needs a Net Promoter Score program

Customers leave and nobody saw it coming. Relational NPS by segment and account reveals who is at risk, and detractor alerts reach the owner in time.

Satisfaction is measured, but the results never lead to action. Closed loop workflows assign each detractor to a person and each recurring cause to a process owner.

A new product or digital channel has just launched. Transactional surveys capture early adopters opinions so the company can fix problems before they spread.

The company is expanding to new markets or segments. Comparing scores across markets shows where expectations differ and where the experience needs adjusting.

Leadership wants to know which improvement matters most. Driver analysis links comments and scores to renewals and repurchase, which ranks the improvements by impact.

Several teams run their own surveys with different questions. A single NPS design and common definitions give the company comparable results.

What Net Promoter Score gives each leader

CEO. A reliable indicator of customer loyalty and business health, with trends and drivers to discuss with the leadership team.

CFO. Evidence of how loyalty relates to retention and revenue, to justify investments in the customer experience.

CMO. The reasons customers recommend or criticize the brand, which feed messaging, advocacy and referral programs.

CSO and sales leadership. Early signs of risk in key accounts and a list of promoters who can support references and referrals.

CCO and head of customer service. Feedback by interaction and team, with detractor alerts that allow recovery while the customer is still there.

Want to know how an NPS program would work in your company?