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Turning Clients into Raving Fans: A Net Promoter Score Update from InfoTrust

Net Promoter Score Benefits

At InfoTrust, we place the utmost importance on our client partnerships. At every level of our organization, we consistently try to find new ways to go above and beyond for our clients. With a focus on creating “raving fans,” we strive to delight our clients through superior service—always.

This means maintaining a culture of continuous improvement.

As a data-focused company, we  have implemented a consistent standard of measuring our clients’ satisfaction thanks to a Net Promoter Score survey program. 

What is NPS?​

Net Promoter Score, or NPS, is a simple survey that asks an individual to rank their satisfaction with a provider based on a scale of 0-10 (with zero being the least satisfied, and 10 being the most). A calculation is then used to derive an overall NPS score number, with a higher total reflecting better scores and ultimately, better client satisfaction. InfoTrust conducts this survey consistently on a bi-annual basis to ensure we have a pulse on the health of our client partnerships.

NPS was invented by Bain & Company in the early 2000s after launching a research project to determine whether a different approach to customer-satisfaction surveys would prove more fruitful and richer results. Their findings indicated that one question worked best for most mature, competitive industries: What is the likelihood that you would recommend Company X to a friend or colleague? High scores on this question correlated directly with repurchases, referrals, and other actions that contribute to a company’s growth—proving that conventional surveys don’t always provide results in an individualized manner to actually drive behavior change. Bain’s purpose in creating NPS was to help companies earn customer loyalty and inspire employees, and of course, to further their business’ growth.

How does it work?

Scores in the 0–6 range are considered “detractors,” with overall negative feedback. Scores in the 7–8 range are considered “passive,” and are neither added or subtracted to the overall scores. Scores of 9–10 are ideal and are classified as “promoters.” The percentage of detractors is then subtracted from the percentage of promoters, and the final score is revealed. 

Net Promoter Score Formula
Image: NPSCalculator.com

What are typical scores?

Many well-known brands and companies in various industries use this system to gauge their overall client satisfaction. Take a look at some excellent scores below*:

  • Netflix = 68
  • Starbucks = 77
  • Airbnb = 74
  • Tesla = 96

*Source: https://www.retently.com/blog/companies-high-nps/

Average NPS for B2B service providers include**:

  • B2B Software = 39
  • IT Services = 38
  • Management Consulting = 38
  • Digital Marketing Agencies = 61
  • Ecommerce Agency = 48

**Source: https://www.clearlyrated.com/solutions/2020-nps-benchmarks-for-b2b-service-industries/

https://www.retently.com/blog/good-net-promoter-score/

So, how does InfoTrust rank?​

As of March 2021, InfoTrust is proud to share that our latest NPS survey produced an overall score of 75! Because our client partnerships are a top priority for us, we’re extremely proud that our clients feel so satisfied with their support from InfoTrust. And based on the scores shared above, InfoTrust’s NPS score is comparable (or better than!) other extremely well-known brands and multi-billion dollar organizations.

The feedback we receive from these scores goes directly toward our efforts to ensure clients are receiving the most value and support from InfoTrust. We encourage all client contacts to participate in the survey when prompted and greatly appreciate when you share open and honest feedback.

If you have any questions around the NPS survey process, please reach out to your InfoTrust Client Success Lead or Project Lead who would be happy to share more detail with you. 

Should my company be conducting NPS surveys?

Interested in launching a NPS program for your own organization? The InfoTrust Client Success team would be happy to share our perspective with you around this process. Reach out to your InfoTrust Client Success Lead who can share some tips and tricks to get started with this type of company feedback survey!
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