How do you measure the impact of your Net Promoter Score initiatives on your customer journey outcomes?

1 Define your goals and hypotheses

The first step is to define what you want to achieve with your NPS initiatives and what you expect to happen as a result. For example, you might want to increase your NPS by 10 points in the next quarter and hypothesize that this will lead to higher retention rates and more referrals. By setting clear goals and hypotheses, you can align your NPS initiatives with your customer journey objectives and track your progress.

2 Collect and analyze your data

The next step is to collect and analyze your data to see if your hypotheses are true. You'll need to gather data from different sources, such as your NPS surveys, your customer relationship management (CRM) system, your analytics tools, or your customer feedback channels. You'll also need to segment your data by relevant criteria, such as customer persona, lifecycle stage, product usage, or NPS category (promoters, passives, or detractors). By doing so, you can identify patterns, trends, and correlations between your NPS and your customer journey outcomes.

3 Calculate your return on investment (ROI)

The third step is to calculate your return on investment (ROI) of your NPS initiatives. This means comparing the costs and benefits of your NPS initiatives and estimating how much value they generate for your business. For example, you might calculate how much revenue you gain or retain from your promoters, how much revenue you lose or recover from your detractors, or how much revenue you increase or decrease from your passives. You might also factor in the costs of your NPS initiatives, such as the time and resources spent on sending surveys, analyzing data, or implementing changes. By calculating your ROI, you can evaluate the effectiveness and efficiency of your NPS initiatives.

4 Test and optimize your NPS initiatives

The fourth step is to test and optimize your NPS initiatives based on your data and ROI. This means experimenting with different variables, such as the timing, frequency, format, or content of your NPS surveys, the type, tone, or channel of your follow-up actions, or the scope, priority, or impact of your improvement efforts. By testing and optimizing your NPS initiatives, you can find out what works best for your customers and your business and make continuous improvements.

5 Communicate and celebrate your results

The final step is to communicate and celebrate your results with your stakeholders, such as your team, your management, or your customers. This means sharing your findings, insights, and recommendations from your data and ROI analysis, highlighting your achievements and challenges from your testing and optimization process, and acknowledging your contributions and learnings from your NPS initiatives. By communicating and celebrating your results, you can build trust, engagement, and loyalty among your stakeholders and foster a culture of customer-centricity.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?