One of the strengths of Net Promoter is its simplicity. It's incredibly easy to ask the ultimate question and to use the answers as a helpful business benchmark. But this simplicity is also its weakness if organisations don't use it as originally designed by Fred Reichheld and Satmetrix; to be an enabler for business improvement. A lot of people I spoke to yesterday are using NPS to identify detractors and to remove the sources of detraction. This makes a lot of sense because research shows that detractors can be more influential than promoters. Indeed work at the London School of Economics shows that one negative recommendation takes up to four positive ones to counter it

This approach has been endorsed by the brilliant case study from Virgin Media - find out what you do badly and improve it. As a former NTL (acquired by Virgin Media) customer I can definitely see the fruits of this exercise! However, very few people I spoke to are activating their promoters. LEGO showed the powerful returns that this can deliver. You see there is a marked difference between the scoring a 9 or 10 and actually recommending - and perhaps more importantly, recommending on a regular and systematic basis.

The secret to converting a promoter into an advocate is to Listen using NPS, Involve by treating them as advisers (through more systematic research) and Empower by actually allowing them to shape your future direction - just as Lego has done with its power users. And don't be put off from doing so just because you don't work for an iconic brand like Lego. Promoters already love you - because you exceeded their expectations. Turn that love into an active daily passion by making them part of your business.