The
most widely-used measurement of loyalty was first popularized by the book The Ultimate Question by Fred Reichheld.
This measurement has since been embraced by leading companies worldwide as the standard for
measuring and improving member loyalty.
It is a straightforward metric that holds companies and employees accountable for how they treat members.
It has gained worldwide popularity thanks to its simplicity and its linkage to profitable growth. Employees at all levels
of the credit union understand it, opening the door to member-centric change and improved performance.
How
to Calculate Your Score
One
question is asked “How likely is it that you would recommend (the credit union) to a friend or colleague?”
Members respond on a 0-to-10 point rating scale and are categorized as follows:
- Promoters (score 9-10) are loyal
enthusiasts who will keep buying and refer others, fueling growth
- Passives
(score 7-8) are satisfied but unenthusiastic members who are vulnerable to competitive offerings
- Detractors (score 0-6) are unhappy members who can damage your brand and impede
growth through negative word-of-mouth.
To calculate the credit union's Score, take the percentage of members who are
Promoters and subtract the percentage who are Detractors.
Dan is a Certified
Net Promoter® Associate. 