Can Mystery Shopping Companies Improve Your Net Promoter Score? (NPS)
Written by John A Denver
Every business thrives because of the involved participatory activities of promoters. These promoters are customers who believe whole heartedly in your business and will go to great lengths to praise it, spread positive WOM (word of mouth) and recommend the business to their friends. The stronger your NPS is the better are your chances of beating the competition. Hiring mystery shopping companies can help boost your NPS score. Learn the reasons why.
Mystery shopping reveals the customer connect
Your NPS score will only be as strong as your customers connect. The customer connect is the level at which your business can engage customers and read their true preferences. Customer connect will demonstrate the service level of your front line staff. It is here that mystery shopping companies can promote a better understanding of the actual performance of your staff. The shoppers employed by such companies are professionals who can catch defects in service behavior and latch on to dissatisfaction about perceived shortcomings of product or service.
The calculation of NPS
NPS can actually be likened to the financial worth of your business. Its total value of promoters (customers who think positively about and recommend your business) from detractors (customers who feel negatively about your business). This score will reveal your growth rate and your future profitability. It's a commonly known fact that your customer worth is directly tied to your future market share (especially in the service sector). In an industry beset with fierce competition, NPS is one of the true indicators of future growth.
Categorization of customers and mystery shoppers
Mystery shopping companies can help you categories the customers visiting your business premises. They can ask them various questions with an appropriate range based from 1-10 for the responses. You have to segregate promoters and passives from the detractors. Marketing experts recommend increasing the percentage of promoters, converting passives into promoters and work on associated negativity of the detractors. Promoter % -detractor %= NPS and this formula can be only used if you have accurate numbers for promoters and detractors. This data is again best generated by mystery shopping companies.
Mystery shoppers point out hidden flaws
Many business owners spend a large percentage of time worrying about why their profitability is not increasing without having any cognizance of what an NPS score is. Market analytics reports say that only the top players like Apple, Harley Davidson and Fed-Ex have a decent NPS score ranging between 50% to 80%. Most other businesses have low or negative NPS Score. The fact is that 90% of factors that can make or break this score are in the hands of front line service staff. Mystery shoppers can detect mistakes committed and pin point exact reasons for customer dissatisfaction. In other words they can tell you what is wrong and unless you know that how are you going to fix the negatives?
"What are the chances that you will recommend this business to your friend?" is the question that will reveal your true NPS score.