In December 2003, the American author and business strategist Fred Reichheld published what has become a famous article in the Harvard Business Review: "The One Number You Need to Grow" [https://hbr.org/2003/12/theone-number-you-need-togrow]. Since then, nothing has been the same for anyone who works in the field of customer loyalty and marketing.
What Fred Reichheld did was radical. After two years of research and thousands of interviews with customers from different industries, he launched a theory that, put simply, was based on replacing all the questions and charts that existed to calculate customer satisfaction with one single question: How likely is it that you would recommend our company to a friend or colleague? "And the most exciting aspect is perhaps not that he wasn't afraid to challenge the established world of customer surveys, but that he's now convinced essentially all the major companies in the world, including many of our own customers," explains Henrik Kihlberg, Sales Director at PostNord Stralfors.
Net Promoter Score has actually also changed the way PostNord Stralfors approaches new business transactions. "NPS has made it clearer to our customers what deficiencies there are and what challenges they face. Thanks to these insights, we can formulate the solutions together. We get involved in the process earlier and can provide help in a more wide-ranging way. The outcome is both better and more comprehensive." One example that Henrik Kihlberg highlights is the partnership with Ikano Bank, which is described in the neighbouring article. Their partners, for example the retail chains Lindex and Stadium, in turn have customers who shop in their online stores.
"Shopping online goes on around the clock, seven days a week. Pressing 'buy' in the online store should result in an instant credit check and invoice. It's a solution that pleases everyone and hopefully has a positive impact on the NPS for many of Ikano Bank's partners." To be able to further understand what the customer is experiencing, many companies also measure how easy it is for customers to buy something or find the information they need.
"Most people use 'Customer Easy Score' in this context, and it's actually self-evident: if you make it easy for the customer, you also have a positive effect on your NPS," says Henrik Kihlberg.