What is NPS And How Can Focusing On The Customer Experience Improve It? .


Net Promoter Score, or NPS as it's known, is a tool used by many businesses as a feedback mechanism to gauge brand advocacy. It’s beauty lies in its simplicity as it’s a single question that asks a brand’s customers ‘how likely are they to refer to a friend or colleague’?

The better the customer experience on offer, the more likely it is that a brand will achieve a higher NPS score.

How does the scoring work?

Individuals are asked to rate how likely they would be to recommend a company to a friend or colleague on a scale of 0 to 10.

  • A score equal to, or less than 6 makes the customer a ‘detractor’; these are people who are not ‘wowed’ by the experience and so are not likely to recommend them to others. They are the ones that the brand needs to work hard to make into positive advocates.
  • A score of 7 or 8 from a customer makes them a ‘passive’. Passives are customers who are, overall, happy with the service/product they received but are not a raving fan. These are the ones that clever brands focus on first in order to get them to Promoter status - particularly if there is a high volume of them.
  • ‘Promoters’ are those that score the brand 9 or 10 out of 10; these are the brand advocates, those that are happy to the point of posting about it on social media, telling their friends in conversation and recommending a brand to their colleagues at work.

A company’s Net Promoter Score is then determined by subtracting the number of customers who are ‘detractors’ from the number who are ‘promoters,’ and then dividing this by the total number of respondents. Passives therefore don’t count for you and only dilute your ‘promoter - detractor’ score.

NPS (%) = ((Promoters - Detractors) / Total Respondents (all scores)) * 100

What does this mean to you?

NPS essentially rates the health of a business and tells a customer, consumer or partner how well a brand is delivering and engaging with its customers.

If a company is currently receiving low scores, then focusing on the customer experience is the next step. Every touchpoint in a customer’s journey should be painless, straightforward and explained. For instance, brands can ask themselves how helpful their website is… how easy is the path to purchase? Do they have a clear contact process or telephone number? Do they offer an online chat/ chatbot to help with minor problems? Does the website personalise the journey based on a user’s needs? How well does the brand look after the customer after the point of purchase?


In digital, solutions should be developed and designed to make the customers’ lives easier and if this can be delivered by offer exciting, inspiring and functional customer experiences and journeys, then a brand is more likely to achieve those highly sort after NPS ratings. The beauty of digital is in its ability to look after the customer from first search, to purchase, to advocacy on social media and through word of mouth.

Why is this NPS important to Sagittarius?

At Sagittarius, customer experience is at the centre of what we do both internally and externally. We try and add value to clients by offering thought leadership knowledge through a variety of blog posts, emails and events, in which we try to tackle trending topics, innovation and common problems.

To us, understanding client feedback and how likely they are to recommend us, enables us to grow and evolve as necessary to continue to improve the agency and our services.

Over the next 6 months, we will be continuing our NPS rating journey with our customers and hope to receive honest and valuable feedback which will allow us to continue to deliver outstanding digital solutions and be the best agency we can be!

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

Nick Towers
Nick Towers
Co-Founder & Joint CEO
Co-Founder, CEO and self-confessed massive geek, Nick has been in digital since graduating from law and moving into technology many years ago. Through a combination of building awesome client relationships, crafting a formidable team of digital experts and consistently delivering results for our clients Nick has taken Sagittarius from being a successful small agency to the global digital customer experience consultancy and Sitecore powerhouse that it is today.
Nick Towers

Nick Towers

22 Oct 2018 - 7 minute read
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