4 Case Studies to Prove the Value of Net Promoter Score
Many organizations that are new to Net Promoter Score® and are considering putting a program in place want to understand how such a simple question can lead to real business results. They want to know if promoters really help them grow and are loyal to the brand. There are countless reasons why listening to customers and improving based on their feedback is important, but when it gets down to it, does improving NPS lead to more repeat customers, more referrals, and overall growth? We’ve put together 4 case studies, from companies of different sizes and industries and their results with NPS.
NPS boosts American Express shareholder value
In 2005, American Express needed a customer service overhaul. When Jim Bush began as Managing Director he felt a more interactive conversation with customers would be a game changer, so he tested his hypothesis by transforming customer conversations with call center operatives from structured and often hurried experiences into relaxed and engaging experiences. While his competitors maintained their transaction-oriented customer service, Jim implemented conversational customer service and began to appraise service reps with NPS. Acting on the insights received from NPS led to increased revenue with increased customer spending and reduced customer churn.
In a 2012 interview with Fortune magazine, Bush noted that spending by promoters who are fiercely loyal to the American Express brand went up by 10–15% and customer retention increased four to five times. “We’ve been able to show that increased satisfaction drives increased engagement with American Express products, and that drives shareholder value. Great service is great business.” In 2012, American Express had an NPS of 43 and between 2012 and 2015 American Express grew their NPS by 16 points.
Airbnb connects higher NPS to more referrals and rebookings