I recently shared information on how to calculate your NPS score. This is an excellent snapshot tool, and there are other ways to use it to get even deeper insight.
Collect as much data as you can – this means incorporating the NPS question on as many customer touchpoints as possible. That might mean on customer feedback surveys, your mystery shopping program, incorporated into your POS system (I’ve seen some retailers have this question pop up during the transaction process), in email marketing, etc. The more data you have, the clearer picture you have.
Segment NPS data – this could be trickier, unless you set up your programs to track the customer journey effectively. One client we work with does a great job of this. They capture feedback from customers across all points of the customer journey, from placing the order to delivery to billing and invoicing. As such, they have NPS data from each touchpoint. This allows them to see changes across the journey and identify pain points that may be influencing overall satisfaction.
If you don’t do this through the program design, you may be able to separate it out through the raw data. If this is the case, you can easily calculate NPS manually using an Excel formula.
Other ways to segment NPS data may that may be useful:
Look closer at the detractors. This is a no brainer really – why are they dissatisfied? Look for trends that may identify your pain points to work on improvements.
New vs returning customers. They are each important for different reasons of course. If your new customer NPS is low, you need to find out why and fairly quickly, as there may be issues that are preventing them from becoming returning customers.
For returning customers, look for NPS trends over time. Do the numbers remain stable or fluctuate? If they fluctuate, you may want to dig deeper to see if it’s dependent on time of day/day of week, seasonal, etc.
Drill down to location or district levels. Are there a group of locations (or perhaps one specific location) that are tanking your NPS score? It may not be a company wide issue, but a more localized one.
NPS is just one data point, but it can be used many ways to get a better picture of what’s happening and gauge customer satisfaction. You have the data – why not make the most of it?
