How Net Promoter Scores Help Gauge Subscriber Sentiment and Build New Markets

Building your reputation in new markets starts with gauging your existing subscribers’ sentiments. You need to understand not only how subscribers view your reputation, but how to identify those who can advocate for your brand.
 

A Net Promoter Score℠ (NPS®) survey can help do just that. NPS is a market research tool that broadband service providers (BSPs) can use to gauge how much their current subscribers like them and the services they provide. The concept behind NPS is simple but powerful. It asks consumers one question: “How likely are you to recommend our services to a friend or colleague?” The answer is a strong indicator of whether subscribers will remain loyal or seek out a competitor.
 

Your existing customers are your strongest asset, especially when you consider launching into a new market. As you expand, most of your potential subscribers will need to know more about who you are and what you do. Reviews give those new customers a way to connect to your services on a human level.
 

BSPs keep track of a lot of data and metrics—ranging from how quickly support and operations solve customer issues to how much downtime per month customers may experience. All are mathematical equations stemming from data analytics and algorithms. Data can also quantify subscriber sentiment through NPS—a measure of customer loyalty, satisfaction, and enthusiasm with a company.
 

Calculating your NPS allows you to split your existing customers into three segments: promoters, passives, and detractors. A higher NPS makes it easier to move quickly into new markets, because the more promoters you have, the more subscribers who can leave high Google scores. To leverage high NPS, however, you’ll need to build strategies that can convert promoters into brand evangelists. You’ll need to address the concerns of the “detractors” and understand why passives are neutral. This follow-up will allow you to increase your NPS from your initial measurement and allow you to create the best first impression you can when expanding into new markets. Calix Business Insights can help you create, implement, and leverage your NPS survey.
 

Listen to the Calix webinar, “Does Data Hold the Key? Unleash Your Potential for Success,” for more strategies on untapping the potential hidden in your NPS scores.  
 

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.