Thoughts on how cultural differences impact Net Promoter® Score
Yesterday we had three webchat enquiries within an hour from different countries relating to exactly the same topic. This one is typical: “I’m searching for information if there are cultural effects that impacts the NPS. I’m specially interested in if Dutch customers are “harder” to receive a high NPS score from then the rest of Europe”. It’s not normal to hear such a specific pattern of questioning like this, and at first we thought it might be some kind of sophisticated botnet attack attacking customer loyalty firms. But when we spoke to one of the questioner it was clear it was genuine, apparently triggered by one of the company’s Big Client survey results just coming back. And you guessed it, a low score from the Low Countries.
I was asked, in a conspiratorial way “Is there something like a “Dutch Effect” on scores?”
Local boy Erasmus once wrote “In the land of the blind, the one eyed man is king”, which means something like knowledge is power, and having more knowledge than others is commanding power.
When you are setting up a division of a large manufacturer, and starting to sell directly to consumers, how can you measure your new business? That was the challenge my colleagues and I over the last 10 years that I’ve worked in e-commerce.
Two years ago I distilled my knowledge of how to measure the system onto a single page. I reviewed it recently, and it still holds up. Trouble is, there are at least 77 measurements that I consider essential to running a successful, large e-commerce organisation. Some are financial, some logistical, and naturally the Net Promoter Score is on there. It’s not easy to track these all down – even less simple to put on a dashboard that is updated weekly – but mastering the metrics will help you run your e-commerce business.
One day, I’ll figure out how to automate getting the information on a single dashboard. But for now, I hope this is a useful free tool that you can download and use in your business. Let me know your comments.