The Best Way to Find Out What Your Customers REALLY Think About You
While I was reading Social Media Marketing – An Hour a Day by Dave Evans, I found this test that Dave presented that is designed to measure how well your company is performing when it comes to customer service. I think that every major company would benefit from implementing this.
The Ultimate Customer Service Test
Create a list of your customers and go to www.randomizer.org/form.htm to generate a random list of numbers. It’s important to make sure the numbers are completely random in order to get the most accurate results. Pick up your phone and call the customers who match those numbers and ask them:
“On a scale from 1 to 10 (1 means “no way” and 10 means “absolutely, without hesitation”) how likely would you be to recommend our firm to your colleagues or others who you feel could use our product or service?”
Then, add up the numbers of customers who gave you a 9 or 10, and find out what percentage they are of the total number of customers you called. These customers are called your promoters.
Next, add up all the customers who gave you a 6 or less. Find out what percentage they are of the total number of customers you called. These are called your detractors.
Subtract your detractors % from your promoters % and the resulting % is called your Net Promoter Score. If you come up with a negative number, it means that you have more detractors than promoters.
Why don’t 7 or 8s count? Because according to the book, people who give you that score, think you are “okay” but they wouldn’t give you a strong recommendation. “In a world driven by recommendations, 7s and 8s don’t count!”. If you get a score of 70% or higher, it means you are doing fantastic!
Harley-Davidson scored 81% in this test. This shouldn’t come as a shock to anyone since their customers love enough to make them willing to tattoo the company’s name to their body.
