1. Promoters, Neutrals, and
Detractors:
How to Use The Net Promoter
Score To Turbocharge Your Event
By Terry “Starbucker” St. Marie
January 9 & 10, 2012
2. The Classic Event Dilemma:
What’s the best way to gather
meaningful, useable, and
actionable post-event feedback?
5. “On a scale of 0 to 10, how likely
would you be to recommend us
to a friend or relative”
6. What Do The Answers Tell You?
• 0-6 “Detractors” – People very likely to be out
there saying bad things about you
• 7-8 “Neutrals” – Neither ready to bail or ready
to leap for joy
• 9-10 “Promoters” – Those literally telling you
they are ready to shout to the rooftops for you
(the evangelists)
7. The Metric: Net Promoter Score
• Popularized by Fred Reichheld and his book, “The
Ultimate Question” (www.netpromoter.com)
• Major point: The customer satisfaction score
with the highest correlation to profit
• Has had wide adoption by many “customer
centric” organizations (Apple, USAA, American
Express, Enterprise Rent-A-Car)
• Cited by Enterprise as the #1 success factor for
their climb to become the top rental car company
in the US
8. Calculating The Net Promoter Score
• The Score Calculation:
– Percentage of 9-10s less the percentage of 0-6s
• Example: 100 calls
– 60 (60%) 9-10
– 25 (25%) 7-8
– 15 (15%) 0-6
• 60% minus 15% = 45% NPS Score
• What’s a “good” score?
– Anything greater than zero is OK, but north of 50%
means your customer service is making you $$$,
called “Good Profits” by Reichheld
9.
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13. When should you ask the question?
• Options:
– Incorporate into onsite survey at event
– E-mail immediately after event
– E-mail a week after the event
– Phone call a week after the event
• What’s Best?
– Depends on number of attendees and budget
– Can combine methods
– Better to wait a week….if you can
14. Why Wait?
• Give your program and content a week to
“sink in” with your attendees
• Better judge any post-event “buzz factor”
15. Other Helpful “Scripting” Points
– “Thanks for doing business with us!”
– “Were the staff involved courteous and helpful?”
– A few Content, Speaker & Flow questions
(depends on the event)
– Ask for the “why” if they are a Detractor, AND a
Promoter
The answers to those “whys” will be real difference
makers!
16. What Can Asking The Ultimate
Question Do For You?
• Refine processes and procedures and save
significant money
• Proactively deal with, and fix problems
• Measure, track, and manage your customer
satisfaction (the Net Promoter Score)
And, two other game changers….
• Dramatically increase your customer retention
• Identify and leverage your evangelists
17. Cost & Size Considerations
• Budget constrained?
– Do SOMETHING; try calling a smaller sample of
customers personally, and use an online survey for
every attendee
– Example: Hively (www.teamhively.com)
• Time constrained?
– Make the time, this is really important!!
• Don’t have a database?
– An Excel spreadsheet will do just fine!
18. On your “To Do” List for 2012
Ask The Ultimate
Question!
