GoResponse Telephone Answering Service Staff

NPS remains an important metric

Since its creation in 2003, there has been a lot of debate about whether the Net Promoter Score (NPS) is relevant and important to businesses and call centres. Despite having become a key metric for customer sentiment, it has received its fair share of criticism. Nevertheless, many experts feel it is still important.

To establish whether NPS is an important metric, telephone answering services must ask themselves three questions: Do they need to measure customer feelings? Are promoters important to have? Is NPS the best way to gather the right results?

The answer to the first two questions is yes. It is imperative for call centres to utilise promoters in order to remain competitive. These customers normally have a much higher lifetime value than other consumers, and they can generate a huge number of referrals. Meanwhile, it is also vital for brands to understand customer sentiment if they want to implement a successful strategy.

The last question, however, is more contentious. There are other ways to understand customer feelings, Customer Satisfaction (CSat) and Customer Effort Scores (CES), for example. Both metrics can offer important insights, but they do not provide insight into referral potential.

Teresa Gandy, and expert in the field, said: “I encourage people to use NPS because you get half a dozen pieces of quality data out of one question. It’s not just about how likely they are to recommend. It gives people things like their trend data, their target data, their referrals. Some people use it to inform their employee bonus.”

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