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Stand Out From the Pack With A Net Promoter Score

How do you explain your firm's value proposition to potential search clients? If you use statements like "our world-class customer service," "a customized, effective SEO/SEM methodology," or "an experienced team of industry thought-leaders," chances are, your possible client has heard some of the same things from the other firm pitching them. Ken Clark offers a different set of benchmarks, or differentiators to help explain why a client should work with (or stick with) your firm, called the Net Promoter Score (NPS).

The system, as developed by Fred Reichfeld, is determined by the ratio of promoters (or customers that are unflinchingly loyal to your company), passives (people that are apathetic about your brand) and detractors (consumers that are unhappy with your company's performance). You can find out your NPS by surveying your current clients, and subtracting the number of detractors from the number of promoters. Passives are considered neutral, so they're not factored in.

"The power of NPS is not based on how high you scored on your first NPS survey, but instead the subsequent impact you get from your employees and company becoming focused on improving the score," Clark says. "An increase in your NPS score means you are getting more referrals and higher customer satisfaction - which will lead to more growth and profitability."

Read the whole story at Search Engine Journal »

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