First, some background.

Even if you haven’t heard of Net Promoter Score® (or NPS®), you’ve likely seen it.

How likely is it that you would recommend us to a friend or colleague?

The answers range from 0 (not at all likely) to 10 (extremely likely).

The concept is simple. People who give a 9 or 10 are considered “promoters.” They are your ambassadors. Your cheerleaders. Your referral sources.

How we use Net Promoter Score®

As you can imagine, with almost 100 ActiveAgency projects in the development stage, we have plenty of workflows and processes to ensure we don’t miss anything. We use getflow.com for that, by the way.

Anyway, one of the last steps in our process is me sending an email asking the NPS® question above. With almost 70 responses collected thus far, our average is a 9.9.

Of course, that’s pretty great! We have a bunch of fantastic comments and glowing testimonials (some of which you’ll find on our website).

We love it! It keeps us moving.

When a 9 is better than a 10

While I’d love to have all 10’s, that’s not realistic (so my team tells me!). So, we have a handful of 9’s (still really great “promoters”).

However, here’s the confusing part.

When I look at the comments, even for the 9’s, they are still super positive.

Excellent communication with Monika from start to finish and the site looks wonderful. Thank you.

Forge3 and Rose, our account manager, were really great to work with. The process of building the site went smoothly. They constantly followed up and were very easy to communicate with, which I appreciated!

Your staff made it very easy to get our site off the ground. They were responsive and helpful every step of the way.

Hmm. So then, why a 9 and not a 10?!

The follow-up is the secret

First, some people just don’t give 10’s. So, that’s part of it.

However, I personally respond to every rating we get. And, even though it’s rare, if we receive anything other than a 10, I follow-up and ask them what we could have done better to earn a 10.

That feedback has been the most valuable!

For example, one Canadian agency told me our Clickable Coverage graphics were great, but they’d love them to be Canadian-friendly (states vs. provinces, etc.) or at least easier to change. That’s great feedback as we expand internationally.

Other feedback has been equally helpful.

Ask and you shall receive

If we didn’t have a process to capture feedback, we’d be missing one of the most important parts of any successful company.

So, if you’re not using some type of measurement tool or survey within your agency or company, do it!

ActiveAgency includes a simple form (just like the one we use). Or, if you want to automate the process even more, check out a platform like Rocket Referrals (which integrates with ActiveAgency and some agency management systems).

Either way, you don’t know if you don’t ask.

Author Jeff Teschke

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