Page 77 - The Apple Experience

customers. The question asked of employees is “On a 0-to-10 scale, how
likely is it that you would recommend us as a place to work?” The question
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asked of customers—the ultimate question to gauge customer engagement—

“On a 0-to-10 scale, how likely is it that you would recommend us (or this

product/service/brand) to a friend or colleague?” Respondents to these

questions fall into three categories:

1. Promoters. These are loyal enthusiasts who keep buying from a company and

urge their friends to do the same. In response to the question, “How likely are
you to recommend products and services to a friend,” promoters are those who

respond with a 9 or 10. They are saying that their experience with your brand has
enriched their lives.

2. Passives. These are satisfied customers who are easily wooed by the competition.

If a competitor can shave a few bucks off the price of a product, the passives are

all over it.

3. Detractors. These folks bring down the total score and do a lot of damage. They
are unhappy customers who feel badly mistreated. They cut back on their

purchases, switch to the competition if they can, and share their negative
experience on Twitter, Facebook, foursquare, and other social media platforms.

“Customers who feel ignored or mistreated find ways to get even. They drive up
service costs by reporting numerous problems. They demoralize frontline

employees with their complaints and demands. They gripe to friends, relatives,

colleagues—anyone who will listen. Detractors tarnish a firm’s reputation and
diminish its ability to recruit the best employees and customers.”
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NPS is measured by taking the percent of customers who are promoters

(P) and subtracting the percentage who are detractors (D).

P – D = NPS