Net Promoter Score
Submitted by kterry on Thu, 05/24/2018 - 10:06
A few months ago, we started sending random surveys to our customers through Orange Boy to find out how we are doing (every two weeks, the survey goes out to 3% of our active customers). These three to four questions give us our Net Promoter Score which measures customer experience.
Respondents are grouped as Promoters, Passives and Detractors:
- 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.
Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).
Here is the chart of the scores based on our customer clusters or behaviors. If you would like to see your individual library NPS, please have your manager contact me.
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Comments
Is there any data you can share that might explain why the New Cardholders score is much lower than the others?
So far, the survey has gone to 22 new cardholders. Their responses consisted of:
18 Promoters
2 Passives
2 Detractors
I will try to find out what the individual scores were for those Passives and Detractors.
New Cardholders are only New Cardholders for the first twelve weeks after they sign up for a card, at which point they're sorted into another cluster based on their activity. If they don't use their card at all after the first day they sign up for it, they get sorted straight from New Cardholder to Occasionals. Looking at the New Cardholder report on Orangeboy, 29% of the people who signed up for library cards thirteen weeks ago got sorted into the Occasional cluster last week. If they haven't been back to the library in the three months since they got a card, I don't expect most of them back any time soon.
To me, the fact that the New Cardholder score is so much lower than the permanent categories suggests that people who have an unsatisfying first experience with the library don't come back. You don't find as many detractors in the permanent categories, because customers who don't like an establishment don't become regular customers, which all of the other clusters represent.
This in turn suggests that our theoretical Net Promoter Score among potential cardholders would be significantly lower than the one for active library users, and means that a good first impression and imaginative community outreach are even more vital to gaining and retaining customers.
First impressions really are everything! I enjoyed reading this very thoughtful explanation of the stats. Thanks!
I interpret the New Cardholder score more positively than some maybe have. A survey of 3-4 questions with only 22 responses likely hasn't yielded the most accurate, representative results. With a score of 73 (so far), most New Cardholders are satisfied with the service received so far. But, cultivating loyalty and enthusiasm in new customers takes time, particularly if their exposure to modern libraries is limited. Further, those 2 outliers (the detractors) are skewing the results, considering the other 20 responded positively. This will improve with a greater response rate!
I agree, it does take time to cultivate loyalty and enthusiasm in new customers. I also think that sometime a person comes in to get a card because they have a specific need at that moment. If we have what they need and fill it they are happy-but they won't always be back right away until there is something else that comes up. The opposite may happen also, they need something, come in get a card and then find out that we don't have the item or won't be able to get it in the needed time frame. We try to offer a wide selection of materials in a variety of formats but there are limits.
What is this group? I couldn't find it on http://my.metrolibrary.info/drupal/library-unbound/clusters.
I was wondering the same!
They primarily only check out DVDs.
We only have 401 customers labeled as "Double Feature" that have used us in the past year. Of those 401, only 203 have email addresses.
Isn't that the group who checked out more movies/DVD's than anything during the last twelve weeks?