NPS isn’t a strategy, here’s what do about it.

Photo by Jacob Culp on Unsplash

The Net Promoter Score (NPS) has become an extremely influential KPI, but on its own, it’s not a strategy. We transform NPS comments into insight, inspiring organisations to develop strategies and realistic action plans for improving their NPS.


NPS has become the pulse for many organisations. It’s that single measure of performance that everyone’s bonus depends on.

Its power lies in its simplicity. The ‘likelihood to recommend’ gives you a single score to: measure your performance, benchmark yourself against the competition and track how well you’re doing over time.

But, a single score is not a strategy. There’s nothing in a score that has the power to inspire your organisation to change for the better. It’s a ‘what’ without a ‘why’ or ‘how’.


There is an answer. NPS scores usually come with a text comment. It’s the question you ask people just after they’ve given their score. It’s when you let them explain, in their own words, how they feel.

But, how do you turn thousands of these replies into an action plan for driving organisational improvement?

  • Text analytics: the promise of automation is hugely appealing, but it can take ages to set-up and can be eye-wateringly expensive.
  • Internal analysis: this approach often falls to one ‘lucky’ individual who has to make sense of thousands of comments, usually without the right tools, methods or time.
  • Self-serve: letting people in the business read the comments themselves sounds great, but creates the challenge of knowing what to do with it all.

Without a clear plan for transforming NPS comments into insight, they remain just that, comments.


We transform text comments into insight. Insight that inspires organisations to develop practical strategies for improving their NPS.

We’ve developed a new form of market research, one designed to unlock the meaning in the feedback people leave. We call this Social Learning.

We use this to help organisations develop effective Net Promoter strategies by:

  • Exploring: working with you to understand what needs to change and why. What’s the commercial imperative, what are the barriers, what’s the potential?
  • Listening: we then start to explore the meaning in your NPS / Customer and social media data. We use people to find patterns and signals in the data and then use this to develop an analytical framework for interpreting thousands of pieces of customer feedback.
  • Learn: next, we explore and analyse the patterns in the data (quantitatively), while at the same time use qual techniques to delve deeper into the reasons and explanations behind what we’re seeing.
  • Inspire: the final stage is all about inspiring your colleagues into action, to change behaviour and improve operational performance.


This approach will transform your NPS. It will help you go from an interesting number to a strategy for improving operational performance.

The main benefits are that you’ll discover:

  • Exactly what the main causes of detraction and promotion are, in finite operational terms (your restaurant is too cramped, or your staff are really motivated).
  • If this is an operational (i.e. one bad apple) or strategic issue affecting large parts, or all of the business.
  • Where you need to take action and what teams need to be involved.

See how Warner Leisure Hotels were able to make better investment decisions based on understanding their guests’ priorities.


We work with organisations across a wide range of sectors at home and internationally. Get in touch if you’d like to know more.

Like what you read? Give Jeremy Hollow a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.