Use Net Promoter scores to identify solid influencers

by Tung Huynh | Sr. Community Manager
July 13, 2007

About this case study

Those who say they would recommend your products to their friends can become your best customers (and attract more customers like them).

About the Net Promoter question

In his groundbreaking book, The Ultimate Question, Fred Reichheld introduces the concept of the Net Promoter Score (NPS) based around one simple question: “Would you recommend us to a colleague or friend?” By definition, a promoter is any customer that answers “the ultimate question” with a score of 9 or 10. The Net Promoter study found that promoters are worth more to a company than average customers based on the following key factors: retention rate, margins, annual spend, cost efficiencies and word of mouth. As a result, companies need to increase the amount of promoters and decrease the amount of detractors.

Promoters are customers who are so enthusiastic about a firm or brand that they not only increase their own purchases, but also refer their colleagues or friends.

Fred Reichheld
Author of The Ultimate Question and Creator of the Net Promoter Score

High Level Summary of Findings

Promoters rate higher than the average reviewer

Graph: Average Rating

This discovery is extremely significant because Bazaarvoice has now captured a specific, identifiable segmentation group that consistently rates higher than average.

Promoters write more than the average reviewer

Graph: Word Count

These in-depth reviews may provide more glowing, helpful, and authentic insight to help potential customers make a purchase.

Recommendations

Adopt Bazaarvoice Net Promoter feature.
Foster a community specifically around promoters.
Target promoters to solicit future reviews to drive positive company sentiment.
Highlight active promoters on your website as featured reviewers.
Calculate Net Promoter scores (NPS) on a regular basis and track your company’s NPS over time.

Conclusion

This study concludes that promoters consistently spread positive word-of-mouth online. Based on this research, promoters give higher product ratings and write longer product reviews than average. Bazaarvoice can help you identify, contact, and highlight your community’s promoters to help you improve community sentiment.

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