WHAT IT IS: A survey measurement from 0–10 indicating your customers’ overall perception of your brand and how likely they are to recommend your shop to friends or colleagues. The survey covers a wide range of topics and every answer counts toward the overall customer experience.
EVERY 0-6 ANSWER counts toward a DETRACTOR. These customers are unhappy at best, unlikely to return to the shop, and may discourage others from using your services as well.
EVERY 7-8 ANSWER counts toward a PASSIVE customer. These customers are generally satisfied but may not actively promote your shop in their daily lives. It is unlikely, however, they’re discouraging others from your services.
EVERY 9-10 ANSWER counts toward a PROMOTER. These customers are your real fan base, loyal and enthusiastic about your shop and the work you do. They are likely to spread the good word on your behalf and will positively respond to good work and feedback.
HOW TO CALCULATE IT: Once the survey results are tallied, subtract the detractor percentage from the promoter percentage. For example, if your survey indicated 15 percent detractors, 15 percent passives, and 70 percent promoters, your NPS score would be 55 (70 - 15).
INDUSTRY AVERAGE: 60–80
OPTIMAL BENCHMARK: 90+
HOW TO IMPROVE IT: Many shops implement a brief NPS survey via email after completing a ticket and keep a stack of physical surveys on the counter. Your NPS provides a real-time, to-the-month indication of how your brand sits in the minds of your customers. More detailed questions about cost, repair, customer service, communication, and more lead to more data, which will help you dictate what needs to change to improve your NPS score over time.
Most NPS surveys top out around 10 or 12 questions, and many use fewer. It’s also important to remind customers that their answers have real results on the shop, and that you take their feedback seriously and appreciate their time.
HERE ARE SOME SAMPLE QUESTIONS:
- 1 to 10: Satisfaction with the quality of the repairs.
- 1 to 10: Satisfaction with the service.
- Y or N: Was the vehicle ready when promised or was it early?
- Y or N: Did the shop keep you informed during the process?
- 1 to 10: Satisfaction with the cleanliness of the vehicle.
- 1 to 10: How likely would you recommend to a friend or family member?
- Y or N: After repairs, was it necessary to return to the shop for “re-work”?
Many owners implement staff-wide bonuses based on monthly NPS scores. It’s a team effort from start to finish, so it’s something everyone can get behind, contribute to and benefit from.
