When I run Net Promoter surveys in multiple countries almost the first question asked is: "Will Net Promoter work in x or y country?" I've also been told that the Dutch or the Germans will never give a score of 10. In every case I have been involved with, the logic of Net Promoter has been proven - regardless of the territory. By that I mean the clear segmentation of customers into Detractors, Passives and Promoters.
The latest cross-cultural benchmarks in Europe - just published by Satmetrix - show some fascinating cultural differences. For example, it is the Israelis that have the highest average NPS score in the region.
But if you don't have access to benchmarks in your industry in your territory, does that mean you won't be able to accurately interpret your NPS scores? The answer is a resounding no. If you ask supplementary questions which allow verbatim feedback, the tone of this feedback will clearly distinguish between the scores that represent the Detractors, Passives and Promoters. And as you build up your reservoir of feedback over successive surveys, these demarcation lines will become all the clearer.
If you were to ask the average Brit if they think they are like the French, the answer would be a resounding no. But the latest benchmarks show that maybe our recommendation DNA is very similar. Perhaps William the Conqueror left a Word of Mouth legacy too?
Moderator’s Note: click here to learn more about the EMEA Cross-Curtural Benchmarks.
Andrei Litvinov and Irina Chechmeli of ProBusinessBank in Russia will present some compelling financial linkage data in their session at the conference. I just got a sneak peek at their presentation today, and what was striking to me was the marked difference between scores of 9 and 8. This is a topic that generates a LOT of debate.... I hear people say, all the time, my "8s" aren't that bad. They are like promoters.
I'm sure this is true in some settings. The clusters won't always line up fully since you just have a spectrum from 0 to 10. BUT when I see data like this presentation, it points out that indeed, the 8 and 7 scores are different from 9 and 10.
Same applies in recent comments I was reading from our US consumer benchmarks. The 8s are in deed pretty positive on their comments, but invariably you start to see some negative comments come in among the Passives.
I look forward to more discussion on this in London, where we will have LOTS of practical experience form companies using NPS across Europe.