Forrester Research published a report today that examines employees’ advocacy for their companies. Using a variation on the the Net Promoter methodology, Forrester asked information workers in the US, Canada, the UK, France, and Germany, “How likely are you to recommend your company’s products or services to a friend or family member?” The results are not good:
- 49% of information workers are detractors, and only 27% were promoters. That’s a net promoter score (promoters minus detractors) of -23%!
- Directors, VPs, and executives are net promoters, but individual workers and managers/supervisors are net detractors.
- Among US workers, the best scores are in design, HR, and sales. Marketers are more likely to be detractors than promoters for their own products. And customer service workers are among the most likely to be detractors!
When your call center staff doesn’t believe in your company, why would the customers that interact with them think differently?