While all brands claim to focus on their customers, not all are created equal in the eyes of the Romanian consumer:
• 52.9% of consumers would recommend OMV to their friends or family and 18.1% actively advise against going there.
• The same applies to painkillers, where the best performer gets 60.8% of its customers to promote its brand, but the worst doesn’t get beyond 27.3%.
• Chocolate tablets where the highest scoring brand hits a Net Promoter Score of 70.4% and the worst performer 12.5%
• Banking where the best performer has an NPS® of 44.1% and the worst recommended bank achieves -9.4%.
This is important, as being more recommended than your competitors (as measured with the Net Promoter Score) is internationally proven to be one of the key drivers for growth and profit.
Futurelab, in co-operation with Daedalus Group, today released the first ever Net Promoter Score (NPS) benchmark report for the Romanian market. This report reviews how likely Romanian consumers are to recommend leading brands like Dove, Fairy, Joe, Bunica, Dorna and Nurofen.
A company’s Net Promoter Score is based on customers’ likelihood to recommend the company’s product or service, on a scale from 0 to 10. NPS is calculated as the percentage of customers who are Promoters (9-10 on the scale), minus the percentage of those who are Detractors (0-6).
For most brands, NPS can be directly linked to future growth and overall business performance, as consumers who are ready to recommend are more loyal and more profitable than the average consumer. All around the world, NPS has now become the metric of choice for company executives who want to drive customer loyalty and manage the growth of their business.
In the Romanian Benchmark Report, 1,000 consumers within the ages 14 to 65, of all education and income levels, were surveyed during the month of May by telephone to answer the recommend question for a total of over 350 brands. The study will continue into future months, expanding categories and brands investigated.