The Significance of Our Industry-Leading Net Promoter Score

At QTS, we recently announced our industry-leading Net Promoter Score (NPS) of 63.5 for 2015, an increase of more than 15 percent over 2014’s score of 55.1. So what is NPS, why does it matter and why is this high score of such significance in the data center industry?  We’ll take a look here.

“A customer talking about their experience with you is worth ten times that which you write or say about yourself.” -David J. Greer

This is especially true in today’s world dominated by the Internet and social media.  Companies are being forced to consider word-of-mouth marketing as equal to other forms of marketing.  With so many sites where customers are able to to express their opinions, this task is continuously becoming more challenging for companies.  Data center companies, like QTS, are expected to keep their services available 24x7x365.  With those high expectations come challenges in earning and maintaining high levels of customer satisfaction and loyalty.  One study suggests that 90 percent of consumers trust peer recommendations, and 93 percent of shoppers’ buying decisions are influenced by social media.

To obtain data to measure customer satisfaction and loyalty, thousands of companies worldwide utilize the NPS analysis, which is conducted by Satmetrix.  NPS predicts company growth by focusing on customer satisfaction and loyalty to the company.  NPS looks at both the customer’s knowledge and their feelings to obtain a measureable result.  Customers are segmented as either promoters or detractors, and all results are measured on a scale of zero to 10, with 10 being the highest level of customer satisfaction or loyalty.  Promoters are loyal customers who keep buying from a company and urge their friends to do the same. Detractors are unhappy customers. The NPS score is calculated by taking the percentage of promoters and subtracting the percentage of detractors.

The average NPS in the data center industry is 45, compared to QTS’ NPS of 63.5.  QTS is committed to providing the highest levels of customer service and quality in an industry where doing so is challenging.

Research by Satmetrix shows that only 16 percent of detractors are very likely to repurchase from the company, compared to the 81 percent of promoters who are very likely to repurchase from the company.  Fifty-nine percent of all customers who had a bad customer service experience completely stopped buying from a company all together and 55 percent switched to a different company for the same product or service.  Only 4 percent reported no changes in their behavior toward the company.

In an industry where perfection is the expectation at all times, companies like QTS cannot afford to score low on the NPS scale and risk losing customers. Our premium customer service powered by more than 700 employees, combined with our cutting edge data centers, are our key to ensuring a flawless customer experience, high customer satisfaction and loyalty, and consequently, the highest NPS score in the data center industry.