Net Promoter Score: The Customer Loyalty Metric

By Emily Beliveau on

Net Promoter Score

A simple question and the foundation of the Net Promoter Score (NPS). This customer satisfaction survey is becoming ubiquitous; two-thirds of Fortune 500 companies have adopted this metric.

Uplight uses NPS in our Marketplace product as it gives us direct feedback from end customers into what we are doing well and where we can improve. Uplight’s Marketplace is ranked highly with an NPS score of 69; this puts Uplight’s Marketplace above some of the most favorite and well-known companies. Netflix has an NPS of 68, Amazon has an NPS of 62, and Apple has an NPS of 68.

Why is NPS Valuable?

Net Promoter Score (NPS) is a survey that measures customer loyalty and satisfaction. It often is an indicator of repeat loyalty. For utilities, customers with a high net promoter score may be good candidates for increased outreach and offers for demand response and other utility programs.

Obtaining the NPS is easy – the customer completes the survey in an email and Uplight receives immediate results that do not take a data scientist to analyze.

Finally, NPS gives Uplight real- time feedback on places where we can improve, directly from customers. We have used this feedback to improve our fulfillment processes and on-site experience to make the Marketplace even more seamless for end customers.

What Is the Customer Experience NPS?

After an order has been fulfilled on an Uplight Marketplace, a customer receives an email with the NPS survey (pictured below). It asks on a scale from 0 to 10, how likely are you to recommend the [Utility Marketplace] to a friend? Once someone selects a number in the email, they are directed to leave optional comments on their experience.

Depending on their rank score, customers are placed into three categories: detractors, passives, or promoters.

  • 0-6 Detractors
  • 7-8 Passives
  • 9-10 Promoters

How is NPS Calculated?

NPS is calculated as the difference between percent of customers who are Detractors from the percent of customers who are Promoters.

The NPS scores can range from -100 (where every respondent is a detractor to 100 (where every respondent is promoter).

If there are 100 respondents and 10 are Detractors (10%), 20 are Passive (20%), and 70 are Promoters (70%), the NPS score would be 60 (70%-10%). Note: Passives are not part of the calculation, they just change the percentage forPromoters and Detractors.

How does Uplight Compare?

Many people ask what is a good NPS score. For some, being above 0 is a good score (where there are more Promoters than Detractors). Uplight has strived to be a leader in NPS for our Marketplaces. The following chart shows the range of scores.

Uplight compares ourselves against others in similar industries. As a utility branded e-commerce platform, we look at both the utility industry as well as the retail industry to determine how we are doing. Uplight performs better than the average scores in these sectors.

  NPS Score
Uplight 2019 average 69
Utility benchmark 27
Retail benchmark 35

Uplight is proud to improve the customer loyalty and satisfaction for our utility partners and use the NPS tool to measure it. If you have questions about your utility Marketplace’s NPS, contact your Uplight representative.

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