Why you should care about Net Promoter Score

Written by
March 5, 2021

A Net Promoter Score (NPS) measures customer experience and predicts business growth. This proven metric transformed the business world and now provides the core measurement for customer experience management around the world, giving your customers a voice and providing you with insight into how your business is performing.

How we measure

We begin by asking a simple question:On a scale of 0 to 10, how likely are you to recommend {Studio Name} and PhotoDay to a friend?

  • Promoters (score 9-10) are loyal enthusiasts who will keep buying and referring others, fueling growth. The experience and product went beyond all expectations.
  • Passives (score 7-8) are satisfied, but unenthusiastic customers who are vulnerable to competitive offerings. The product and service received met their expectations but did not exceed them.
  • Detractors (score 0-6) reluctantly made their purchase and had a poor experience overall.

Then we subtract the percentage of detractors from the percentage of promoters and arrive at the Net Promoter Score, which can range from a low of -100 (if every customer is a detractor) to a high of 100 (if every customer is a promoter).

With PhotoDay, there are a few variables involved that help determine what the next steps are and if action should be taken.

Cost vs. Value (Studio)

In PhotoDay, your customer views the image first, prior to purchasing products. Most of the detractors will happen due to asking too much for photo quality that is easily reproduced with a smartphone. Also, be mindful of your package description. There is no need to add the contents of the packages, because that happens automatically with PhotoDay. If you type a description, then add the incorrect products to the package, the customer will not receive the right products, causing frustration.

Passives are typically due to a limited product offering, not enough variety of images to choose from, or even packages and pricing starting too high or not making sense for the type of event.

Promoters have fallen in love with the complete experience. From brand to image to final products—it all fits beautifully together and creates customer happiness.

UX/UI (PhotoDay)

Detractors happen due to a confusing interface. Maybe they needed additional support along the way, or maybe they just aren’t tech-savvy and have limited e-commerce experience. PhotoDay uses this data to improve checkout and education, ensuring each and every customer is successful and satisfied.

Passives may have had a good experience, but wish it had been much easier. It was just “meh,” and although they are not unhappy, they aren’t singing praises from the rooftops.

Promoters are head over heels with what they just experienced and can’t wait to tell the world about it.

Shipping / Delivery (Lab)

When shipments are delayed, missing, or damaged, the customer is unhappy. This is the main reason for detractors when it comes to lab fulfillment. PhotoDay uses this data to work with our lab partners and continuously improve the packaging and delivery options made available to customers.

Passives happen because maybe everything was just ok. The shipping didn’t blow their mind, and the products were the quality they expected them to be.

Promoters received their orders lightning fast and the packaging and products went beyond their expectations.

How do we collect this data and what do we do with it?

Well NPS is a brand-spankin’ new feature of PhotoDay, and we are excited about what this means for our users and partners. Roughly 10 days after the order is placed within PhotoDay, your customer is prompted with a simple text message:

On a scale of 0 to 10, how likely are you to recommend {Studio Name} and PhotoDay to a friend?

Once they answer, we ask another question:

Thanks. Can you please tell us why you gave this score?

The final message they receive is:

Thank you for your feedback. Can we reach out to you for more information?

In this early phase of NPS rollout, PhotoDay is collecting data and preparing for the next steps. In the future, we would like to display your very own personal NPS score within the dashboard, along with visible feedback from your customers to take action on. The data we collect and use is for the sole purpose of improving the Picture Day experience for customers. It gives customers a voice and provides us all with insight into the future to help fuel inspiration and promote innovation within our industry. What would you like to see next? Drop us a comment!

11/8/2021 Update

As of November 8, 2021, all PhotoDay users are able to view their Net Promoter Score and responses from their studio panel dashboard.

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