Net Promoter Score Success
(October 16, 2008) – Almost 3,000 customers have given rave reviews about their local Parable Christian Store.
Fifteen Parable franchise stores asked their customers via Internet and telephone the following question: "On a scale of zero to 10, how likely is it that you would recommend us to your friends or colleagues?" The answer determined Parable's net promoter score, a popular way for companies to measure customer loyalty. The franchise scored an 82% nationwide.
"Our customers are thrilled with their experience in our stores," said Parable CEO Steve Potratz. "This shows we have an incredibly loyal customer base that is more than willing to talk about us to others."
According to Quality Digest magazine, customer loyalty is defined by employee helpfulness, value and quality.
To give it some perspective, here are some recent NPS scores of well-known companies: USAA 82%, Harley Davidson 81%, Costco 79% and Chick-Fil-A 72%. A survey of quality professionals last year yielded 48% for Barnes and Noble and 41% for Borders. Why the dramatic point spread between general market bookstores and Parable?
"Parable serves and attracts a narrow niche market," explained Chelsea Jubinville, account executive with Tell Us About Us, the company Parable hired to do the survey. "Christian bookstore shoppers have limited options available to them, whereas a general bookstore has substantially more options and competitors."
Also, it's important to keep in mind that this was a pilot survey. While first surveys tend to outperform subsequent surveys, Parable store coach Steve Adams said he also was very encouraged by the initial scores.
Adams added that a divergent mix of stores participated in the survey, meaning that Parable didn't limit their survey participation to only their most diligent franchises. Doing so produces purer results.
For more information contact Gary Weyel, Parable marketing and communications strategist, or visit www.parablegroup.com. The Parable Group is based in San Luis Obispo, Calif.
