NPS programme, what is it and why is it important?


Net Promoter Score, or *NPS as it is abbreviated, is a measure of customer loyalty. It is widely thought that an NPS programme involves a technical system or NPS per se. But this is not the case, what it does is get customer insights to flourish and drive developments in the organisation. Success in this respect requires the insights to be noted and dealt with.

Some examples:

  • The product developers must have an insight into what the customers think about your product – and, if there are aspects that need to be improved, they must take responsibility that the improvements are implemented. The product development manager must also take responsibility that the developers know what they should be developing. Collecting customer insights and what has to be dealt with is step one – subsequently making the changes is step two.
  • The logistics and delivery manager must know what the customers think about the deliveries and continually find ways to quickly, flexibly and easily get the product to the customers. Is speed of delivery more important than the package arriving in good condition? Or is it more important for the customer that delivery and return are freight prepaid? The customer’s experience should be in line with what the company promises, otherwise there will be no repeat purchases.
  • Customer service agents, shop staff, salespersons, advisers and all other members of the organisation who meet customers on a daily basis must be aware of whether there is anything they can do differently in order to improve the service or the reception provided. If they don’t have access to these customer insights, it will be ”business as usual” and nothing will improve.
  • Management, marketing and communication departments must understand what the customers feel and think about the company. What the customer values in the brand and whether differentiation is correctly achieved. If the company is not able to meet what has been promised to the customer, then either what is promised needs to be changed or the company’s actions need to be changed.

An NPS programme concerns obtaining a good overview of several parts of the organisation. Everybody has to know what creates value for the customer and there has to be a person with primary responsibility to ensure that the value is created. An NPS programme concerns allowing the insights to flow in from different channels and touchpoints to a clear recipient – who ensures that improvements are constantly being made – so that customers receive what they are expecting and have been promised. Obviously, a technical system can help to collect insights, but the essence of an NPS programme is to achieve involvement and customer centering in all processes.

About NPS:

*NPS stands for Net Promotor Score and is a question that is asked in order to measure the degree of loyalty and recommendation for the company. NPS is measured by asking the question ”How likely is it that you would recommend us?” The results of the question are used in the internal development work and in order to establish a customer-oriented culture.

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