People will do business with, and refer business to, those people they know, like and trust. – Bob Burg
Happy staffing clients are great for business. They make the work easier, place more job orders and stay with your business longer. A satisfied candidate can strengthen these client relationships and also send you quality referrals.
But the unfortunate reality of the staffing industry is that you can’t please every client or place every candidate. No matter how hard you work…and how good your service is, you will end up with some people who are not happy with you.
Opinions can have a big impact on your business…even when they are wrong!
Like it or not, your clients and candidates have a major say in the perception of your staffing firm. Thanks to social media—and social review sites like Yelp, Glassdoor and Google Reviews, people who who want to complain have more power than ever to damage your reputation online. (Tweet this)
That candidate you didn’t place? He just trashed you on Facebook. The client who your recruiter forgot to get back to? She just left a one-star review on Google.
As Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it.” Fair or not, negative reviews can scare off potential clients and candidates. (Tweet this)
How can you know what clients and candidates really think about you?
The simplest answer is to ask them! And the simplest way to ask (and grade your firm) is with a Net Promoter Score.
The Net Promoter Score
The Net Promoter Score or NPS is a quick and easy way to gauge customer satisfaction. Many of the best known global brands, such as Apple, Travelocity, Zappos and many others use NPS to measure customer loyalty and identify weak performing locations, products or departments.
Most likely, you’ve already seen NPS in action. It usually has just one question that asks you to rate how likely you are to recommend the company in question to a friend. You mark your rating on a simple scale from zero, not likely, to ten, very likely.
The Net Promoter Score or NPS
The creators of the NPS system attribute its wide usage to several factors:
- Ease of use
- Quick follow-ups
- A growing body of experience
How exactly does the Net Promoter Score work.
The power of the NPS is not just in the simplicity of its core question but in what it does with the responses. It classifies your clients and candidates into three separate groups based on their responses.
- Promoters. People who give you a 9 or 10. They are your happiest clients and candidates.
- Passives. People who rate you a 7 or an 8. These people are not happy or upset with you. They are merely satisfied, but they can easily migrate into one of the other groups.
- Detractors. These are the people who rate you 6 or lower. They are not happy. They are the most likely to stop using your services, share their bad experiences, and leave negative reviews online. But detractors are not all bad. They can also help you find your business’s weakness.
To get your Net Promoter Score, you subtract the percentage of detractors from the percentage of promoters. Here are a few of the latest Net Promoter scores from companies you know:
- Amazon (64)
- Apple (47)
- Coca Cola (20)
- Costco (79)
- GE (20)
- Netflix (68)
- Wal-Mart (11)
- Zappos (57)
What to pay attention to with your Net Promoter Score
The power of the NPS system is in tracking the changes in your score alongside the changes in your business. It can serve as an early warning system for when a client relationship could be in danger.
To keep your clients and candidates happy, you have to be proactive. A Net Promoter Score provides fast feedback and an early warning when problems are occurring.
At Haley Marketing, we use NPS as step one in helping our clients to get positive reviews (from the promoters) and limit the complaining and public damage caused by the detractors.