CX Stories

How Net Promoter Score® helped Apple KILL it!

What makes Apple Promoters such brand loyalists? Why do they stand in a queue on the day of release of an Apple product?

Is it because Steve Jobs inspired Apple followers with his beliefs or he knew the magic of figuring out what Apple followers wanted?

I got thinking about all this when having survived in the digital age with non-Apple products for close to 20 years, I was successfully convinced by my good friend and business partner Vivek to buy a Mac Book Air. So fine, I am a convert now and am totally loving it!

I did some looking around and I came across a review by Steve Denning on ‘The Ultimate Question 2.0′. Bingo! I got the answer. Apple is so successful in understanding its followers’ likes and dislikes because it listens to them carefully, regularly, and systematically. Apple has more than 400 stores worldwide and each of these stores is more of a medium to engage with its customers and provide an amazing experience than just a sales channel. Apple uses Net Promoter Score to quantify and measure this engagement. It provides a comparison of performance across geographies, personnel, and stores. Apple focuses its energies on improving this score regularly. A common practice is for store managers to contact detractors within 24 hours of receiving a feedback.

Apple’s revenue has increased from $24.01 billion in 2007 to $108 billion in 2011 to $182.8 billion in 2014.


Net Promoter Score and Apple’s revenue correlation

How has the NPS score changed? According to Denning, “When Apple began measuring NPS in 2007, its 163 stores already had a very good NPS of 58%. In 2011, its 320 stores have an outstanding NPS of 72%. The best stores achieve a remarkable 90% NPS.” Clearly, Apple is an example of how delighting your customers, engaging with them and enriching their lives is your sure gateway to long-term success.

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