NPS of 8? Congratulations! … thought the company. But the customers were on the verge of churning.
A software company is proud of its Net Promoter Score of 8. With a maximum score of 10, 8 is already very high! The marketing team celebrates the figures internally and the sales department is satisfied.
Three months later: The cancellation rate suddenly rises rapidly. Customers who recently gave a 7 or 8 are switching to the competition. Panic spreads. What happened?
Where is the problem?
The company focused exclusively on the NPS figure. An 8 sounds good, right? But no one asked WHY customers gave that 8. No one understood what was behind that number.
The truth: Many customers gave an 8 because they wanted to be polite. “Well, 8 is okay, it’s not all bad.” In reality, they were frustrated with long loading times, confusing features, and lack of support. But that wasn’t reflected in the number.
An 8 is not enthusiasm. An 8 is often a “so-so.” And “so-so” means customers are open to alternatives. As soon as the competition offers something better, they’re gone.
How can you do better?
Key figures are important. But they are only the surface. You have to dig deeper and understand what’s behind them. Why would someone give an 8? What would have to happen for it to become a 10? What bothers them the most?
Only when you answer these questions can you really improve something. And only then will you know whether your customers are truly satisfied or just too polite to tell the truth.
At TEMA-Q, we know that the number alone is not enough. In our CX studies, we get to the bottom of precisely these questions. We follow up, we listen, and we understand what really matters to your customers. This gives you insights you can work with, instead of just numbers that look good.
If you want to know what’s behind the numbers, feel free to get in touch. We’ll help you!
Take a look at our LinkedIn profile at https://www.linkedin.com/company/tema-q/ to gain exciting insights into the world of customer and employee experience in the future.
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