Posts Tagged ‘what is NPS’

What happens when your expectations are not met? How do feel when a product or service doesn’t live up to the marketing or sales hype? Are you likely to recommend a product that fell short of your expectations?

So much of the “word of mouth” recommendation cycle is based on products or services meeting or exceeding personal expectations. Meet my expectations or just give me what I want, and I may or may not recommend your product. I have become a Passive, in Net Promoter® terms.

However, if you exceed my expectations, give me something that I didn’t expect and make me feel that you value me as a customer, then I will sing your praises to all my friends and family. You’ve made me a Promoter.

Fail to live up to my expectations and I will quickly become a Detractor. I will feel disappointed, cheated and even angry if your product or service doesn’t meet my standards. I won’t be buying a second time and I certainly won’t give you a recommendation. In fact, I may even warn my friends to stay away from whatever it is you have to offer.

So, why are expectations so hard to meet? Too often, the marketing communications and sales team create level of expectations that the product can’t deliver or staff can’t fulfill. Brand positioning, brand image and brand promise are the creations of fertile marketing and advertising minds. I know because I’ve created these statements myself. The sales department offers prices, deal, product performances and deliveries that operations cannot meet. I know because I’ve managed these sales departments.

Let me give you a few examples from my recent trip to Orlando, Florida.

I booked a rental mini van for the week using Hertz. When I booked online, my expectation was to drive a KIA Sorrento van. I actually got a new Toyota Sienna van instead. This widely exceeded my expectations so I would certainly recommend Hertz.

I visited the new Wizardy World of Harry Potter at Universal Studios. I’m not a devotee of Harry Potter, but I was very impressed with the experience, level of construction detail and the Harry Potter ride. It was more than I expected, so I would definitely recommend it.

I had lunch at the Mythos restaurant in Universal Studios. It had a large sign over the door declaring that it was voted the best theme park restaurant in the world, six years in a row. My expectations were very high when my meal was brought to the table. Unfortunately, the meal was mediocre and tepid so I sent it back to the kitchen. Anywhere else, I might just have eaten the meal without a second thought. But I was expecting so much more based on the sign over the door. I would probably not recommend this restaurant to a friend.

Disney not is infallible either. I saw the Cirque de Soleil show for the second time in 8 years. It was the same show I remembered from years ago, but I still enjoyed it, so I would recommend it. However, a dinner at the park’s Wolfgang Pucks Fine Dining Room was very disappointing. Based on Puck’s world-wide reputation, I was expecting a unique dining experience. Instead, I got another mediocre meal at a premium price in a bland environment prepared by an indifferent kitchen staff. I would definitely not recommend this establishment. Turned out that the Puck gastronomical mystique was just that…mystique.

During this trip, I stayed at the Sheraton Vistana Village resort. It was recommended by a friend and it did not disappoint. The facilities were great and the staff seemed to be very customer-centric. They made me feel that they were genuinely glad I was there. My expectations were exceeded so I would recommend this resort.

You probably have many of your experiences, but it is obvious to me that Detractors are created when there is a gap between what you expected and what you experienced. And this is where Marketing and Sales must use caution and common sense. Use marketing and sales skills to acquire new customers but don’t over promise so as to create Detractors. Don’t inadvertently create an Expectation Gap that can harm the customer relationship.

There is an old saying in sales that still holds true – “Under-promise and over-deliver”.  We’re all in the business of creating Promoters not Detractors.

 

Keith Chapin is a Certified Net Promoter® Associate and Consultant with over 35 years of experience in research, marketing and customer insights. He can be reached at kchapin@promotersrecommend.com

Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.

Advertisements