A Net Promoter Score of +91: Fact or Fiction?

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A Net Promoter Score of +91: Fact or Fiction?

Net Promoter Score - is +91 actually achievable?

Some time ago I wrote a blog entitled: Things That Never Happened: a Net Promoter Score of 91. The basic premise of the blog that really high NPS results are simply not achievable – at least not in Europe and definitely not in complex business-to-business (B2B) environments.
Theoretically, the upper limit to a Net Promoter Score is +100. To achieve that, 100% of people must score you 9 or 10 out of 10. In reality, that’s exceedingly difficult to achieve and in our 20 years of measuring NPS, no European B2B client of ours has ever exceeded +75. In fact, the average NPS result for a European B2B company is only slightly greater than zero.
All that said, I did consider amending the title of my blog after a conversation last week with Charles Letherwood. Charles is based in Portland, Oregon, read my blog. and emailed me to say that: “we maintain a NPS of 91 (or higher) at our auto shop. Your post says this is nigh-impossible… Maybe it IS impossible for larger firms, but smaller ones can actually deliver real, personal service that gets people talking.”

What makes us different? It’s our fanatical commitment to integrity.”

- Charles Letherwood, Tom Dwyer Automovive Services


Tom Dwyer Automotive Services

The auto shop in question is Tom Dwyer Automotive Services. I checked it out. It genuinely does get very good ‘recommend’ scores from its customers.
Actually, the scores are not just very good. They are outrageously good. So good that I simply had to contact Charles to find out what made Tom Dwyer different to other auto repair companies. We had a long telephone call last week where Charles explained the ‘secret sauce’ that delivers such good NPS scores for the company. Charles has a quick and simple answer:
“What makes us different? It’s our fanatical commitment to integrity.”
And when you read the customer comments – which are all available online – that focus on integrity and building trust comes through loud and clear.


Customer Lifetime Value

What’s even more interesting is this: their fanatical commitment to integrity translates directly into dollars. Many of Tom Dwyer’s clients have been with them for years and, in some cases, for decades. Clients will drive long distances to have their car serviced at Tom Dwyer’s auto shop, rather than go the car repair guy just around the corner.
The value of these long-standing trusted client relationships is worth reflecting on. Customer Lifetime Value (CLV) is a concept that most of us understand intuitively but very few of us – even accountants – bother to calculate it for our own customers. We really should – particularly in the B2B world.
The 15-20 people at Tom’s auto shop aren’t just mechanics. They are relationship builders. Charles explained to me how that are encouraged to understand the customer. They are told to take the time to explain to clients what they are planning to do, and why they are doing it.
Unlike most people in the industry, they are not paid commission. They get a better than average wage and are deliberately not incentivised to maximise that value of each transaction. It’s the reason why Tom Dwyer left his previous job – see insert below. Tom’s objective is to keep the customer for life.

Tom Dwyer Automotive Services was founded in 1981 by Tom Dwyer, who established the shop in Portland, Oregon, following his dissatisfaction with the unethical practices he witnessed in the automotive industry. A defining moment for the company’s philosophy occurred when Dwyer, then an employee at another shop, refused an employer’s order to sell an unnecessary and expensive brake job to an elderly customer whose car only required a simple cleaning and adjustment.


The Power of Customer Feedback

A fanatical commitment to integrity is not the only component of Tom Dwyer’s ‘secret sauce’. You also need to be able to measure whether than fanaticism is translating into good outcomes for customers.
Tom Dwyer invested in customer feedback very early. Way back in 1998 in fact. Since that time, Tom and the team have left a pre-stamped ‘Commend Card’ in each vehicle after service. With over 23,000 responses collected to date, the team has a pretty good view of how it is performing on some of the most important aspects of automobile service. 
That culture of customer feedback has shaped the company’s approach to the way it deals with customers. And that approach had paid dividends, both in terms of long client relationships and in terms of referrals. At least half of all new customers are referrals from existing clients.

Things that might have happened: a Net Promoter Score of 91

So would I change the title of my earlier blog?
Well, clearly Tom Dwyer and the team have proven that NPS scores of 91 are achievable. That said, I’m planning to leave that blog stand for at least four reasons:
  • The team at Tom Dwyer and the service they deliver, are quite exceptional. In fact, they are an aberration in an industry that generally strives for mediocrity. High NPS scores can only be achieved by delivering exceptional service, and by doing so consistently.
  • Charles says that “smaller firms can actually deliver real, personal service that gets people talking” but he also admits that exceptional service is something that can be difficult to scale. His company could have expanded into different locations in Portland or further afield in Oregon, but Tom said no. He wanted to “do one shop and do it well.”
  • There’s a third reason. Excellent service in the consumer world is different to excellent service in B2B. In general, large IT, construction or outsourcing projects are far more complex to deliver than a standard oil change or a tyre replacement.
  • Finally, we do need to consider that fact that Charles and Tom are based in Portland, Oregon and not in Europe. As I have mentioned many times in other blogs, Americans reward good service with much higher NPS scores that their European counterparts. It’s a culture thing – we Europeans are a dour bunch, particularly in northern Europe!

The Importance of Service Excellence

Let me finish with a final point about service.
Service excellence is the cornerstone of long-term client relationships. Over time, it builds high levels of trust. That in turn drives long-term commitment and loyalty. It also creates hugely positive word of word feedback and drives new business and sales opportunities from both existing clients and from referrals. Tom Dwyer has seen that happen. Many of its clients have been with the company for decades.
If you can get the basics of service delivery right, and right first time, you will achieve high net promoter scores. If you can’t, your business could be dead in the water. 
That’s the topic of my next blog.

CX Day: It starts on the inside

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CX Day: It starts on the inside

A few years ago, a customer shared feedback after working with one of our teams about how easy and reassuring the experience felt. What the client didn’t see was the collaboration happening internally. Team members supporting one another, sharing knowledge, and working together to make things right.
That’s where the real customer experience began. And it all started with a quick phone call.
What seemed like a small interaction became something much bigger. The client felt heard, supported, and confident that they had the right partner by their side. That’s the thing about customer experience. It often starts with the smallest moments.

Exceptional customer experiences start with employees

On CX Day, it’s worth remembering that exceptional customer experiences don’t start with the customer. They start with employees. In the B2B world, every interaction is powered by people who build relationships, solve problems, and create confidence in the partnership.  When employees feel engaged, supported, and empowered to do their best work, they bring that same energy to every client conversation.
The result is stronger relationships, better outcomes, and experiences that customers remember.
CX starts on the inside. Invest in your people, and they’ll create the experiences that keep customers coming back.
Investing in your people means more than offering training or benefits. It starts with understanding what employees need to succeed, whether that’s clearer communication, stronger leadership support, opportunities for growth, or better collaboration across teams.
In short, when organisations invest in their employees, employees are better able to invest in their customers.
Happy CX Day to the people behind every great customer experience.
Learn more about Deep-Insight’s Employee Relationship Quality (ERQ) methodology and how employee feedback can help create a stronger, more engaged workforce.
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The WHY Data

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The WHY Data

Why verbatim customer feedback matters in B2B customer experience.

On International Literacy Day, we celebrate the ability to read, write, and understand information. In today’s business world, however, literacy means something more: the ability to interpret data, understand behaviour, and turn insight into action.
For customer experience (CX) professionals, this raises an important question: Are we truly listening to what our customers are telling us?
Organizations today have access to vast amounts of customer data. Metrics such as Customer Satisfaction (CSAT), Net Promoter Score (NPS), and retention rates provide valuable indicators of performance. They tell us what is happening.
But they rarely tell us why.
That’s where verbatim feedback comes in.

What is verbatim feedback?

Verbatim feedback is the open-text feedback customers provide in surveys, interviews, and interactions. Unlike numerical scores, it allows customers to explain their experiences in their own words.
At Deep-Insight, we refer to this as the “WHY data” because it provides the context behind customer ratings and behaviours.
A customer giving a satisfaction score of 4 (out of 7) might be frustrated by a recent service issue, disappointed with communication, or questioning the overall value of the relationship. The score alone can’t tell you which. The customer’s comments can.

Why verbatim feedback matters

Quantitative data is essential. It helps organizations measure performance, track trends, and benchmark results. However, numbers don’t capture emotions, motivations, or expectations.
Verbatim feedback helps organizations:
  • Understand the drivers of customer satisfaction and dissatisfaction
  • Identify root causes behind declining scores
  • Detect emerging issues before they become bigger problems
  • Prioritize improvements that matter most to customers
  • Uncover opportunities for innovation and growth
In short, it transforms data into understanding.

The importance of the “Why” in B2B relationships

For B2B organizations, understanding the “why” is especially important.
Customer relationships are often long-term, involve multiple stakeholders, and can have significant commercial value. A single comment can reveal service gaps, product concerns, relationship challenges, or competitive threats that may otherwise remain hidden within the data.
When relationships are measured in years rather than transactions, understanding customer sentiment is not enough. Organizations need to understand the reasons behind it.

Building Customer Literacy

At Deep-Insight, our Customer Relationship Quality (CRQ) methodology combines quantitative measures with qualitative insights to create a more complete picture of the customer experience.
By analysing both customer scores and customer narratives, organizations can identify the factors driving loyalty, advocacy, retention, and growth.
This is customer literacy in practice: not simply collecting information, but understanding it deeply enough to make better decisions.

A final thought

As AI and analytics continue to evolve, businesses will have more data than ever before. The challenge will not be obtaining information—it will be understanding it.
On International Literacy Day, it’s worth remembering that the most valuable insights often come directly from the customer voice.
 
Because while metrics tell us what is happening, verbatim feedback tells us why.
And the organizations that understand the why will be best positioned to build stronger customer relationships, make smarter decisions, and create better experiences.
 
 
Want to learn more about the Deep-Insight CRQ methodology? Discover how combining customer metrics with verbatim feedback can help you uncover the WHY behind your data and speak with us today:
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Listening to a new generation of employees

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Listening to a new generation of employees

There is no denying that the workplace has changed dramatically over the past few years. International Youth Day is a good reminder that not only big events such as pandemics shape our work environments but also that younger generations are reshaping what people expect from work.
For many young professionals today, having a job is about more than just earning a salary. They want to work for organizations that feel authentic, offer flexibility, and provide opportunities to learn, develop, and grow. While pay and benefits remain important, they are no longer the only factors influencing employee satisfaction and loyalty.
Many younger employees also place a greater emphasis on wellbeing, diversity, sustainability, and having a sense of purpose in their work. Workplace culture matters more than ever, and people are paying close attention to how organizations treat their employees—not just what they say publicly.
As Millennials and Gen Z continue to make up a larger proportion of the workforce, organizations are being challenged to rethink traditional approaches to employee engagement. Expectations are evolving quickly, and assumptions about what employees want are no longer enough.
 
The question for employers is simple: Do we really understand what matters most to our people?
This is where listening becomes critical.
 
At Deep-Insight, we believe that understanding employee experience starts with measuring it. Our Employee Relationship Quality (ERQ) methodology helps organizations gain a clearer picture of the relationship between employees and employers by measuring key areas such as trust, engagement, communication, leadership, and overall workplace experience. We also thrive to understand things that are crucial in todays workplace such as work life balance.
These insights help organizations identify what younger employees value most and where improvements are needed. Whether it’s creating more flexibility, strengthening communication, supporting wellbeing, or providing clearer career development opportunities, understanding employee expectations is becoming increasingly important for attracting and retaining talent.
 
The best workplaces are not built on assumptions. They are built on listening, understanding, and acting on employee feedback.
This International Youth Day, organizations have an opportunity to reflect on an important question:
Are we creating a workplace where the next generation wants to stay, contribute, and build their careers?
The answer starts by listening.
Learn more about Deep-Insight’s Employee Relationship Quality (ERQ) methodology and how employee feedback can help create a stronger, more engaged workforce.
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Before your next giant leap

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Before your next giant leap

Listening and reflecting

Every year on Moon Day, we celebrate one of humanity’s arguably greatest achievements: landing on the moon.
But before the giant leap came years of observation, analysis, testing, and learning. Progress wasn’t driven by action alone—it was driven by understanding.
There is an important lesson here for businesses.
 
In today’s fast-moving environment, organizations often feel pressure to react quickly. New strategies, new products, new initiatives. Yet the most successful companies know when to pause, reflect, and listen before deciding their next move.
Customer feedback provides that moment of reflection.
Customer satisfaction scores can show where performance is changing, while customer comments reveal the experiences, expectations, and concerns behind the numbers. Together, they help organizations understand not just what is happening, but why.
 
At Deep-Insight, we see the most effective businesses using customer feedback as their mission control—guiding decisions, identifying opportunities, and helping leaders navigate uncertainty with confidence.
 
Just as every successful space mission depends on accurate data, every successful customer strategy depends on understanding the customer voice.
 
So, before taking your next giant leap, take a moment to pause, reflect, and listen.
Your customers may already be telling you where to go next.
Get in touch
At Deep-Insight, our CRQ methodology helps organizations turn customer feedback into clear direction and smarter decisions. Because every great journey starts with understanding. Get in touch with us to learn more.