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Net Promoter Score – Herts FullStop

March 6th, 2019

What the client says

“Herts Fullstop engaged Mackman Research for a second year to conduct an NPS survey. We are a public sector local authority trading company who use the NPS measurement to help us understand our customers’ level of loyalty, year on year against company performance and goals. We have found Mackman Research friendly, helpful and they have always kept us informed with regular project updates. This year they surpassed our expectations by exceeding the target number of responses. They have always been willing to help and will adapt the scope of your research to fit the project budget, if required, whilst still maintaining robust results. We strongly recommend Mackman Research and Herts Fullstop look forward to working with them again in the future.”

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Background

Herts FullStop is based in Welwyn Garden City, Hertfordshire. The company has over 60 years of experience in supplying goods and services to educational establishments, and their catalogue service has over 18,500 products which are delivered to customers across the country.

Mackman Research was commissioned to conduct Net Promoter Score (NPS) survey for two consecutive years on behalf of Herts FullStop. The research was carried out to help Herts FullStop understand how customers perceive the company’s performance and how it has changed over the last year. The NPS can gain insight into whether customers are likely to recommend Herts FullStop to a friend or colleague and, therefore, whether they are ambassadors for the company.

Approach

Mackman Research asked customers on a scale of 1 to 10, how likely they were to recommend the company to a friend or colleague. Those who answer between 1 and 6 are considered to be Detractors, 7 or 8 are Passives, and 9 or 10 are Promoters. Participants were invited by email with two follow up reminders. To increase the participation rate, telephone calls were also used to contact customers directly. Customers were split into those from Hertfordshire and those from outside Hertfordshire to ensure comparisons could take place between the results of different customer types. This approach was repeated a year later to track any changes in customer satisfaction over the year.

Results

In 2018, 99 participants took part in the survey and the benchmark NPS was calculated. This score is the result of taking the percentage of Detractors away from the percentage of Promoters. In 2019 the NPS of 155 participants was calculated and there was an increase from the previous year of +3. Interestingly, in 2019 the NPS trend differed between the two customer types. The customer research has provided insight into the satisfaction customers have with the products and services provided by Herts FullStop and how this has changed over the last year.