Datamax earned CEO Juice’s “World Class Service Award 2022” after maintaining a 94.7 Net Promoter Score (NPS) customer satisfaction score over the past year.
This score is calculated based on post-service surveys that are sent out after every Datamax service call. Since 2012, the company, with 10 locations in Texas and Arkansas, has collected more than 11,500 completed post-service surveys, and maintained an average NPS score in that time of 93.
“It all starts with what the business mission is. And the business mission for us is to Create Raving Fans,” said Datamax Inc.’s Vice President of Marketing Robert Caldwell. “The bottom line is everything in our company revolves around doing just that. As Datamax Inc. President Barry Simon says, ‘we’re not satisfied with customers just being satisfied.'”
CEO Juice provides Business and Artificial Intelligence for Copier Dealers, and within that reach, calculates NPS scores for the copier/imaging channel in North America and certifies the numbers as accurate.
“We are much appreciative of our partnership with CEO Juice, who is integral to our business operations and provides us with our core survey mechanism,” Caldwell said. “Anybody in our business that is not using them for business intelligence is missing out.”
NPS is the worldwide standard for measuring customer satisfaction. Ranging in scale from -100 to +100, a “world-class” score is considered as 70 or above. The proven NPS metric today provides the core measurement for customer experience management programs across the globe. Companies calculate their NPS score using the answer to a key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague?
In 2013, Datamax said it became increasingly focused on its operational metrics. The organisation zeroed in further on evaluating true customer wants and needs through initiatives like the Competitive Advantage Programme. While these continue to be crucial to go-to-market philosophies, NPS remains perhaps the greatest barometer for customer loyalty and continued company growth.
“When it is all said and done, the greatest litmus test is the one question. That one question is ‘on a scale of 1 to 10, how likely would you recommend us?’ The most important thing is not what we say our performance is, it’s what they (customers) say about us. One thing’s for sure. No one is going to recommend a service or a product to a close colleague when there’s risk attached to it,” Caldwell said.
Author and founder of the NPS, Frederick F. Reichheld, set out nearly 20 years ago to prove that if its growth businesses are after, they will not learn much from overly-complicated surveys. You simply need to know what your customers tell their friends about you.
“Such a recommendation (via survey) is one of the best indicators of loyalty because of the customer’s sacrifice, if you will, in making the recommendation,” Reichheld wrote. “When customers act as a reference, they do more than indicate that they’ve received good economic value from a company. They will put their own reputations on the line. And they will risk their reputations only if they feel intense loyalty.”
