When you want to be the industry leader, it makes sense to learn what you do best and what you can do even better. In this case, the firm’s management wanted to get a precise qualitative report on their clients’ loyalty levels and get a clear understanding of how their partners could improve their legal services even further.
After consulting with Commerzial on the best way forward, the firm’s management team agreed to carry out an NPS survey. Contrary to many other customer satisfaction survey methods, NPS is easy for clients to use.
The NPS survey takes only a few minutes to complete and gives clients the opportunity to describe, in their own words, what the company does well and where there is room for improvement.
In essence, the Net Promoter Score is calculated based on responses to a single question: How likely is it that you would recommend our company to a friend or colleague? The score for this answer is based on a scale of 0 to 10.
Those who respond with a score of 9 to 10 are called Promoters and are considered likely to exhibit value-creating behaviors, such as buying more, remaining customers for longer and making more positive referrals to other potential customers.
Those who respond with a score of 0 to 6 are labelled Detractors, and they are believed to be less likely to exhibit value-creating behaviors.
Responses of 7 and 8 are labelled Passives, and their behavior falls between Promoters and Detractors.
Once clients complete the rating, they can write an individual assessment of the company’s performance. Based on this relatively simple data, the company receives highly qualitative input, which, when processed correctly, makes it easy for the company to go into a dialogue with each client, with a view to improve each customer’s loyalty and satisfaction with the company.