Net Promoter® Benchmarking

Gulf Research is now tracking NPS so that oilfield service companies can use it to measure customer relationships. NPS is an alternative to lengthy, complex customer satisfaction surveys.

The Net Promoter® Score allows companies to track promoters and detractors, producing a clear measure of an organization’s performance through its customers’ eyes.

According to an analysis by Bain & Company, companies that achieve long-term profitable growth have Net Promoter Scores two times higher than the average company. And NPS leaders outgrow their competitors in most industries—by an average of 2.5 times. NPS divides customers into three categories. “Promoters” are loyal enthusiasts who keep buying from a company and urge their friends to do the same. “Passives” are satisfied but unenthusiastic customers who can be easily wooed by the competition. And “detractors” are unhappy customers trapped in a bad relationship. NPS is calculated by taking the percentage of customers who are promoters (P) and subtract the percentage who are detractors (D). NPS finally enables CEOs to hold employees accountable for treating customers right.

October 2007

Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld