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NPS Karate

NPS Black Belt Guide – Orange Belt: Picking Out The Easy Targets

Step 4 - We’re sending out some surveys and starting to get some data back - data you can use straight away. Running some early analysis will identify quick wins and obvious problems.

Get aggressive - Start analysis early

One of the advantages of using a specialized tool like AskNicely is that the software collates results and calculates the Net Promoter Score value automatically, so you don’t have to wait until you have a ton of results to start monitoring progress.

Go straight for the head!

The best place to start is at a high level view. With scores rolling up into an overall NPS value, you can get a quick snap shot of the overall state of things.If you’ve got customer data stored along with their NPS rating (see our NPS Yellow and White Belts), you can start to split the data into different areas of the business, for example, below where we have territory, support rep and plan.

There’s some obvious differences we can see between territories and support reps that can addressed straight away.How? Maybe take Stacy, a super high performing rep and pair her up as a mentor with Matthew and Lauren who are scoring lower than the rest of the team. Maybe they need additional training or more internal support.Potential fixes can be harder to spot in some areas though. For example there is a clear difference in the NPS for starter plan customers, but there could be a number of factors affecting this.

What’s a good NPS score?

Net Promoter Scores do vary greatly between different industries and different companies, so it can be hard to say definitively what an ideal score is. Below is a range of 'good' scores, based on our clients in different industries:

High value consumer products: 40-60

FMCG: 30-40

Tech/Software: 60-70

Entertainment/Hospitality: 50-60

Utilities/ISP/Telco: 20-30

The range of 'good' varies widely and there will always be exceptions – the critical thing is establishing an initial benchmark and focusing on improvement. And that’s where measuring feedback on a regular basis becomes important because it means you can see the impact as you make changes in the business.

Then Focus on Body Blows!


When the top level numbers don’t tell you enough, diving a little deeper can help. And this is where the NPS comment’s are vitally important.If you’ve got a small number of negative responses, it’s easy to dive straight into the comments and look for details, but that’s not practical for large amounts of data.Comments can be grouped into themes by looking for keywords – in AskNicely, we call these Theme Buckets.

For example, ‘price’ related comments can be collated around a group of keywords such as cost, expensive, value, amount etc.Separating comments into themes allows a view of which issues are scoring higher or lower. On this table price, product and sales are the areas that feature particularly low scores from customers.

In this view we can see negative comments from people on the starter plan with sales related keywords, – in this case customers seem to have different expectations around what the product can do, giving us an idea on where we should improve.A target to improve NPS responses for customers on starter plans would be an easy goal to measure. Measuring against a really specific goal helps you drive some quick wins, it’s also a good way of double checking that you’re putting the right data into and getting the right data out of your NPS programme.One customer recently kicked off their NPS surveys and quite quickly saw negative NPS in a keyword group they’d setup for product. When they looked in more detail at the responses, most of them were requesting two features. One of those features, they already had in their software, but wasn’t easy to find.This meant they could quickly address a lot of negative feedback by highlighting the feature and making it easier to find.How many responses do I need to start analysis? If you’re looking at a sub-section of your data, like responses from a particular customer type, we say it’s generally safest not to draw conclusions from a group that represents less than 10% of total responses.

Keep looking for more targets – don’t stop fighting yet!Once you’ve identified some initial targets for improvement, keep checking data as it comes in – you might find new trends emerging.And with any new strengths or weaknesses you find and start to work on, don’t forget the original objectives you set out to achieve from your NPS programme – ideally your new targets should feed into that overall goal.

The next move:

Of course, once you’ve set some targets and you’re working on making some early improvements, it’s important to ensure your team has good visibility of the results.Coming up next Red belt – Strength in numbers: How to engage your team and focus staff on improving your NPS score.

About the author

Aaron Ward

Aaron is the Co-Founder and CEO of AskNicely and one-time undefeated boxer (because it was only one time). He's a passionate evangelist for the new religion of advocacy but when he’s not spreading the gospel of NPS, he’s spending time with his lovely family. Or binge-watching Rocky movies.

Other posts by Aaron Ward

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