Delivering a Quality Product Every Time

Customer satisfaction is a major priority for FTD and as a small business owner, it is for you too. If a consumer isn’t 100% satisfied with their floral delivery, we all risk that person not purchasing flowers again or telling a friend about their unsatisfactory experience. We also know it costs more to acquire a new customer than it does to retain one.

FTD has been measuring consumer satisfaction using Net Promoter Score (NPS) for more than one year and has begun to measure a consumer’s experience with an individual florist. Beginning July 1, 2019, FTD Florists who have received survey responses will be able to view their shop’s results in the Florist Scorecard. At this time, the NPS score is a data point only for your reference and is not factored into FTD’s Quality Rating.

Here are some questions and answers about NPS:

What is Net Promoter Score (NPS)?
The Net Promoter Score is the world’s leading metric for measuring customer satisfaction and loyalty. It goes beyond measuring how satisfied a customer is with a company; the Net Promoter Score system is designed to gauge their willingness to recommend it to others.

How is NPS calculated?
Customers are surveyed on one single question. They are asked to rate on an 11-point scale the likelihood of recommending the company or brand to a friend or colleague. “On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?” Based on their rating, customers are then classified in 3 categories: detractors, passives and promoters.

NPS = % of Promoters – % of Detractors X 100

What are the definitions of the three categories?

  • Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
  • Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

What is a good score?
Overall, the Net Promoter Score is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others. Scores can be industry specific and overall is a guideline: 30 is considered good, 50+ is considered great and 70+ is considered excellent.

By giving you visibility to your shop’s NPS score, FTD wants to help you understand what consumers think, and may say, about your business to their friends, family and colleagues. If you have questions about your score or want support from a Quality Service Representative to identify areas for improvement, email QSR@FTDi.com.

You can view your Florist Scorecard at www.FTDi.com/Quality


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