By SEOmoz’s retention team, led by the phenomenal Joanna Lord, recently completed a NetPromoter survey project. Below is what Renea (from Joanna’s team) put together and sent out.
- 434 Responses
- Promoters: 59.22%
- Detractors: 10.14%
- Net Promoter Score: 49.08
- 411 Responses
- Promoters: 59.61%
- Detractors: 9.25%
- Net Promoter Score: 50.36%
- 502 Responses
- Promoters 58.37%
- Detractors: 13.15%
- Score: 45.22%
We all found it interesting that the community led the pack, but only slightly, and that the responses were so closely grouped. Around 60% of our users love the product/community/site and want to share it and ~10% aren’t sold on us. If I had to guess what the numbers would have been, I probably would have gone lower, but I think that’s because the negative critiques always stand out in our minds far more than the positives.
There’s some public market comps available here including Google (56%), Apple (71%), Facebook (31%), Amazon (78%). But all the wisdom out there says scores themselves are far less important than the trendline over time. That’s also what I heard from this guy when I forwarded it on to our board:
Thus, we’ll be running this same survey again in a few months, then after some big product releases and on a continuing basis thereafter. I’m excited to see how this helps us measure and improve our product, brand and community over time.