I see a lot of posts about polls, but in all honesty, most aren’t at all scientific and generally test things that are either not fixable or irrelevant. It is for this reason that the Net Promoter Score (NPS) was developed.
Never heard of it? That’s OK because it’s used by many companies to determine how likely their customer are willing to continue supporting them.
Created in 2003 by Fred Reicheld, a partner at Bain & Company, the NPS is a great barometer of customer relationships and is used by companies like Amazon, Costco, USAA, Apple and many others.
It asked only one question:
“Calculate your NPS using the answer to a key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague?”
Respondents are grouped as follows:
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
Then, just do a simple calculation:
% Promotors – % Detractors=Net Promoter Score
Average companies may be at 10% but the aforementioned companies like to be beyond 80% and some of the top Apple stores are upwards of 90%.
I have two questions for you:
- What’s your score?
- What can you do to make it even better than it already is?
So, if you’re inclined to send your patients a poll, avoid all the questions about customer service and how they were treated, or why they chose you and focus on the one simple question that matters.
It might just take your practice to the next level.
All the best,
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