How satisfied is the customer with the company’s performance? Would they recommend this product or service to their family and friends? To assess this, the Net Promoter Score (NPS) methodology is used—a consumer loyalty index. The specialists at “Tahlil va Mashvarat” conducted a study to determine the NPS index for a domestic company.
During the one-month study, 4,000 customers across Tajikistan were surveyed. The work was carried out by the call center of Z-analytics, with a randomly selected sample, while the regions for the study were chosen by the client.
Call center employees interviewed 120 people daily, with each survey lasting between 15 to 20 minutes. Data collection was conducted using the CATI (Computer-Assisted Telephone Interviewing) method based on a randomly generated list of phone numbers. All responses were recorded and stored in a database.
To conduct the study, customers were asked a key question and provided with a 10-point rating scale for their answers, where:
🔹 0 – The lowest score, indicating that the customer would not recommend the company’s product or service to their family and friends.
🔹 10 – The highest score, indicating that the customer would definitely recommend the product or service.
Customer loyalty is assessed based on the following categories:
📌 0-6 points – Detractors. These are customers who leave negative reviews and will likely switch to a competitor soon.
📌 7-8 points – Passives. They are neutral toward the company but may choose an alternative when convenient.
📌 9-10 points – Promoters. These customers actively promote the company’s products and services, acting as informal marketers. They are usually highly satisfied with their choice and leave positive feedback.
This study will help the company improve the quality of its services in the future. The goal of the survey is to assess customer satisfaction, as well as the accessibility and effectiveness of the company’s products. If customers provide a high number of negative responses, the company can take immediate action to address shortcomings or replace the product with a better alternative.
