{"id":7014,"date":"2022-11-22T11:01:12","date_gmt":"2022-11-22T11:01:12","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/11\/22\/nps-for-agencies-how-to-capture-client-and-employee-satisfaction\/"},"modified":"2022-11-22T11:01:12","modified_gmt":"2022-11-22T11:01:12","slug":"nps-for-agencies-how-to-capture-client-and-employee-satisfaction","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/11\/22\/nps-for-agencies-how-to-capture-client-and-employee-satisfaction\/","title":{"rendered":"NPS for agencies: How to capture client and employee satisfaction"},"content":{"rendered":"<p>Agencies can often fall into the trap of thinking that clients are happy if they increase their marketing investment.\u00a0<\/p>\n<p>Similarly, we assume that employees are happy if we\u2019re focusing on culture and trying to do the right thing.<\/p>\n<p>But are those things really true?<\/p>\n<p>Our agency uses two simple metrics to gather objective data \u2013 <a href=\"https:\/\/www.netpromoter.com\/know\/\" target=\"_blank\" rel=\"noopener noreferrer\">Net Promoter Score (NPS)<\/a> and <a href=\"https:\/\/www.netpromotersystem.com\/about\/employee-nps\/\" target=\"_blank\" rel=\"noopener noreferrer\">Employee Net Promoter Score (eNPS)<\/a>.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/22\/nps-for-agencies-how-to-capture-client-and-employee-satisfaction\/#Net_Promoter_Score_for_agencies\" >Net Promoter Score for agencies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/22\/nps-for-agencies-how-to-capture-client-and-employee-satisfaction\/#The_flip_side_Employee_Net_Promoter_Score_eNPS\" >The flip side: Employee Net Promoter Score (eNPS)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/22\/nps-for-agencies-how-to-capture-client-and-employee-satisfaction\/#Why_should_your_agency_care\" >Why should your agency care<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/11\/22\/nps-for-agencies-how-to-capture-client-and-employee-satisfaction\/#Getting_started\" >Getting started<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Net_Promoter_Score_for_agencies\"><\/span>Net Promoter Score for agencies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Even if you\u2019ve never heard of NPS, you\u2019ve probably received an email or text that asks a simple question: \u201cWould you recommend us to a friend, family member, or colleague?\u201d\u00a0<\/p>\n<p>That single question helps companies measure client satisfaction and can help your agency understand if clients are delighted or simply comfortable.<\/p>\n<p>Those who give you a 9 or 10 are considered \u201cpromoters\u201d and are your biggest advocates. They not only tend to stick with you, but they are also likely to evangelize for you internally and externally.<\/p>\n<p>Anyone who gives you a score of 6 or lower is a detractor. That means that they not only aren\u2019t fans of yours, but they generally aren\u2019t willing to defend their relationship with you or your firm either. Scores of 7 or 8 are considered passive and are not counted toward your NPS.<\/p>\n<p>The Net Promoter calculation requires adding up the survey responses and subtracting the percentage of detractors from the percentage of promoters. The delta is your Net Promoter Score.\u00a0<\/p>\n<p>For example, let\u2019s say:<\/p>\n<p>65% of respondents are promoters.25% are detractors.10% are passives<\/p>\n<p>In this case, your NPS would be 65-25=40.<\/p>\n<p>An NPS score above 70 is world-class, and the benchmark for digital marketing agencies is <a href=\"https:\/\/www.retently.com\/blog\/good-net-promoter-score\/\" target=\"_blank\" rel=\"noopener noreferrer\">68<\/a>. <\/p>\n<p>The reason that the benchmark is so high for digital marketing agencies is that dissatisfied clients tend to take their business elsewhere if they aren\u2019t happy.<\/p>\n<p>Net Promoter Scores can help you understand how the overall health of your agency is likely to trend and may help you predict (or stop) upcoming client churn. <\/p>\n<p>I\u2019d recommend capturing the score on a quarterly or semi-annual basis since perceptions can change \u2013 not only based on results but external factors and feelings.<\/p>\n<p>We use a tool called AskNicely that allows us to ask follow-up questions after receiving the score, and also lets us trigger different workflows based on responses. <\/p>\n<p>We can understand if clients are delighted by technical knowledge, communication, or a different factor. Similarly, we can understand any causes of dissatisfaction.<\/p>\n<p>In addition, we can slice data based on the person working with the client to understand if there\u2019s risk based on one of our employees or by the line of service (e.g., SEO, PPC, strategy).<\/p>\n<p>The additional feedback complements the score itself and allows us to dig into the \u201cwhy\u201d behind a rating, and course correct anywhere needed.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_flip_side_Employee_Net_Promoter_Score_eNPS\"><\/span>The flip side: Employee Net Promoter Score (eNPS)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As all agency leaders know, the market for digital marketing talent is exceptionally hot, especially with so many remote roles. This remote shift has made the barrier to switching jobs extremely low, so managers must have a pulse on employee satisfaction.<\/p>\n<p>The eNPS question is very similar to the one for NPS, &#8220;On a scale of 0 to 10, how likely are you to recommend our organization as a place to work to others?&#8221;<\/p>\n<p>Although you likely have some raving fans, eNPS tends to have more &#8220;passive&#8221; or neutral scores than a traditional NPS score for your service offering. Employees likely won&#8217;t feel bad about giving you an 8, a score that ultimately gets discarded since it&#8217;s considered a neutral sentiment.<\/p>\n<p>An eNPS score of 40 or greater is considered excellent. Employees tend to hold companies to a very high standard \u2013 often higher than clients.<\/p>\n<p>Similar to NPS, it&#8217;s important to trend this score either quarterly or semi-annually for various reasons:<\/p>\n<p>Happy employees generally lead to happy clients and you want to spot any dissatisfaction.Expectations increase over time. Ensure that your agency is holding steady or improving.Client rosters and contacts change and can impact how the employee feels.Scores can be impacted negatively or positively by temporary factors such as project launches or other extremely busy periods.<\/p>\n<p>In addition to tracking the eNPS score itself, I also recommend that smaller firms look at the average of the scores. For example, perhaps your agency has a lot of 9 and 10s, but there are just a couple of people giving you detractors, your overall satisfaction may be strong.\u00a0<\/p>\n<p>Sample size can have a big impact on smaller firms, especially if you don\u2019t get a 100% response rate.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_should_your_agency_care\"><\/span>Why should your agency care<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Client and employee churn is part of running an agency, but by capturing these two objective metrics, you can try to get ahead of it.<\/p>\n<p>Reach out quickly to clients that give you anything outside of a 9 or 10, and even those who drop from a 10 to a 9. Ask them for candid feedback about what you can do to turn them into promoters and improve the business relationship.<\/p>\n<p>To get the most accurate feedback from employees, you&#8217;ll need to gather the data anonymously. This makes gathering actionable insights a bit more difficult. <\/p>\n<p>However, if you receive a lower than optimal score, you can follow up eNPS with another anonymous survey asking employees what their favorite and least favorite parts of working for your agency are.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Getting_started\"><\/span>Getting started<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Since NPS and eNPS are based on one question, it&#8217;s easy to start. For a free solution, you can try SurveyMonkey or Typeform.\u00a0<\/p>\n<p>However, several solution providers specialize in capturing satisfaction feedback such as Delighted, AskNicely, Survey Sparrow and Retently. These SaaS companies can help you extract more details than a simple form.<\/p>\n<p>For more advanced analysis, you&#8217;ll want to find a solution that connects to your other data sources (such as your CRM), but it ultimately has to meet the pricing and features required for a business of your size.<\/p>\n<p>Get started today and understand if your agency is on the right track.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/nps-for-agencies-389690\" target=\"_blank\" rel=\"noopener\">NPS for agencies: How to capture client and employee satisfaction<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Agencies can often fall into the trap of thinking that clients are happy if they increase their marketing investment.\u00a0 Similarly, we assume that employees are happy if we\u2019re focusing on culture and trying to do the right thing. But are those things really true? Our agency uses two simple metrics to gather objective data \u2013 Net Promoter Score (NPS) and Employee Net Promoter Score (eNPS). Net Promoter Score for agencies Even if you\u2019ve never heard of NPS, you\u2019ve probably received an email or text that asks [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-7014","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7014","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=7014"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7014\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=7014"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=7014"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=7014"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}