Glasgow-based finance broker First Vehicle Leasing has adopted the Net Promoter Score (NPS) management tool to gauge the loyalty of its customers.
NPS is based on the direct question: ‘How likely is it that you would recommend our company/product/service to a friend or colleague?’ The scoring for this answer is most often based on a 0 to 10 scale.
Promoters are those who respond with a score of 9 or 10 and are considered loyal enthusiasts. Detractors are those who respond with a score of 0 to 6 – unhappy customers – whilst scores of 7 and 8 are passives who will count towards the total number of respondents, but not directly affect the formula.
Graham McCarthy at First Vehicle Leasing, said: “NPS takes account of the emotional experience of customers’ leasing a car. It is all too easy for leasing companies to forget that our customers are part of the business and our aim is to use NPS as a means to focus on improving our customer service.
“We aim to do that by turning passive customers into promoters and detractors into passive customers. I’m convinced that NPS is the key to our future growth.”