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All Things NPS (Net Promoter Score)
All Things NPS (Net Promoter Score)

A comprehensive guide to PhotoDay NPS

PhotoDay Support avatar
Written by PhotoDay Support
Updated over a week ago

What is NPS?

NPS stands for Net Promoter Score—it’s a proven metric that measures customer experience, predicts business growth, gives customers a voice and provides insight into how a business is performing. The answers we collect and use are for the sole purpose of improving the picture day experience for customers.

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Where to find your NPS:

Log in to the studio panel, and you’ll see your NPS displayed on the top right-hand corner of the home dashboard page. To download a CSV of your responses, click the blue download button.

We also have e-mail summary subscriptions available if you'd like to get a daily or weekly NPS summary e-mail. You can subscribe to those e-mails in your Account Settings.

What’s a good NPS benchmark?

NPS is different from other benchmarks (such as customer satisfaction score or customer effort score) in that it measures a customer's overall sentiment about a brand, versus their perception of a singular interaction or purchase.

Any score above a 0 is considered “good.” Different industries will have different NPS benchmarks. Initial data in volume photography indicates a score of 50% trending upwards is a good starting point. This means, at least 50% of the customers who responded are promoters.

Keep in mind you’ll need enough responses to ensure this is quantitative data—so don’t be discouraged if you just started!

What to do with NPS responses

Once you’ve downloaded and viewed your CSV of responses, locate the column labeled “OK to Contact?” If a customer has given a response (whether promoter or detractor) and checked that they do not wish to be contacted.

The following are examples of opportunities to reach out to a customer who has provided an NPS response and are okay to contact:

  • If a customer received an incorrect or damaged order—reach out in the bubble, and our customer success team would be happy to help.

  • If the order was never received—track it first to determine if the order appears to be lost.

  • If the customer had an unpleasant experience—determine if there is an opportunity for your studio to learn more about that customer. Follow up and start a dialogue about what went wrong with their customer experience.

How PhotoDay measures NPS

The NPS survey is sent via SMS to customers who have opted in to receive text communications 21 days after they have placed an order.

We begin by asking a simple question:

On a scale of 0 to 10, how likely are you to recommend {Studio Name} and PhotoDay to a friend?

  • Promoters (score 9-10) are loyal enthusiasts who will keep buying and referring others, fueling growth. The experience and product went beyond all expectations.

  • Passives (score 7-8) are satisfied, but unenthusiastic customers who are vulnerable to competitive offerings. The product and service received met their expectations but did not exceed them.

  • Detractors (score 0-6) reluctantly made their purchase and had a poor experience overall.

Then we subtract the percentage of detractors from the percentage of promoters and arrive at the Net Promoter Score, which can range from a low of -100 (if every customer is a detractor) to a high of 100 (if every customer is a promoter).

With PhotoDay, there are a few variables involved that help determine what the next steps are and if action should be taken. To continue learning about NPS, please read Why you should care about Net Promoter Score on the PhotoDay blog:

Why NPS?

Our team is dedicated to your success. When customers are viewing galleries and making purchases through PhotoDay, NPS provides feedback that helps us improve the entire experience from beginning to end.

The Future of NPS in PhotoDay

While this is not the finished or final vision for NPS in PhotoDay, we’ve collected a lot of great data and we believe this will improve the overall customer experience. We are excited to continue developing this feature into something truly amazing!

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