A client of mine recently wanted to do a written customer survey. I’m usually allergic to these generic and prosaic insight-free-zones. But Jeremy Moon from Icebreaker recently put me onto a metric called the “Net Promoter Score” that might actually be worth testing for in a customer survey.
Jeremy is an independent advisory board member of Better By Design which is the design and innovation team within New Zealand Trade & Enterprise. He has always been a real inspiration to me because of the integrity of the Icebreaker merino products and the passionate tribe of fans that the brand attracts.
The “Net Promoter Score” is a test of how many people love your product enough to tell other people about it. It is important because if you are building a tribe of people that love your brand then what people say about you is more important than what you say about yourself.
I’ve always believed that “Your brand is not what you say it is, it’s what they say it is.”The version of the net promoter score below is a simplified version that I’ve used in customer surveys and differs from what Jeremy suggested and the official Net Promoter score. I’m sharing it here because it’s worked for me. If you want to check out the official version you can take at look at the Net Promoter Score on wikipedia.
- 5 equals “I have already recommended your product.”
- 4 equals “I would recommend your product.”
- 3 equals “Not likely to recommend or discourage your product.
- 2 equals “I would discourage people from using your product.”
- 1 equals “I have already discouraged people from using your product.”
The maths reads:((5’s – 1’s) + (4’s – 3’s) )/ (5’s + 4’s + 3’s + 2’s + 1’s) = Your score