In a new study, AMRB, a Dubai-based regional market research and insights firm has revealed the Net Promoter Score (NPS) of 27 brands in the UAE across 5 major categories: as airlines, bank accounts, credit cards, premium cars and mobile service providers. About 2,660 responses were collected from Dubai, Sharjah and Abu Dhabi. Apart from gauging the loyalty of a firm’s customer relationships, it also talks about the reasons behind the advocacy, and tries to answer some of the related issues that marketers have been grappling with.
While NPS is an indicator of brand advocacy and reasons thereof, some of the key questions can still remain unanswered, such as:
- What about competition across other categories?
- Do my advocates actually recommend?
- Would they try me again?
- And most importantly, would they forgive me for a critical mistake, and still stand with me?
These are questions that AMRB’s NPS-I+ study aims to answer.
The NPS is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others. It is used for gauging the customer’s overall satisfaction with a company’s product or service and the customer’s loyalty to the brand. It is is based on the fundamental perspective that every company’s customers can be divided into three categories: promoters, passives and detractors. A positive NPS score would indicate that the brand has a higher proportion of ‘promoters’ as compared to ‘detractors’. Using NPS as a continuous metric helps companies measure their brand advocacy levels.
“Over the years, studies across industries have shown a strong correlation between NPS and revenue growth. The underlying philosophy is that just measuring customer satisfaction isn’t enough, companies must understand how likely their customers are to act as brand advocates or promoters. Having said that, NPS in one of many important metrics, and should be looked at in conjunction with other measures”, says Gagan Bhalla, CEO of AMRB in a statement.
Highlights of the study:
- NPS in the UAE ranges from -8 to +76 across the five categories measured. Relatively, advocacy is the higher for ‘Automobiles & Airlines’ and low for ‘Mobile service providers’.
- Comparing across categories, along with high NPS scores, high actual recommendation (more than 90 percent) was observed for Emirates & Porsche.
- While ‘airlines’ and ‘personal accounts’ are driven more by experience/ customer service; ‘credit cards’ and ‘automobiles’ are driven by the features they offer.
- ‘High profile (status symbol, class)’ is also a key advocacy driver for Premium Automobiles.
- ‘Mobile service provider’ category continues to be driven by offers/ promotions.
Some of the key insights from the study are depicted in graph below: