There are two approaches to comparing repeat responder data. The most common approach, which can be used in both B2B and B2C, is to compare the NPS of individuals who have responded in both the current period and the previous period. At a high level you will want to check the trend of the group NPS to see if the change in repeat responders’ score algins with the change seen for all respondents. If the trends are similar it reinforces that the change you are seeing overall is real.

The next level analytics is tracking how individual loyalty may have shifted period to period. For simplicity’s sake we recommend you do this using the NPS categories – Promoter, Passive, Detractor. A helpful way to visualize this is an Alluvial Diagram, which shows the flow and change in proportion from one period to another. The change in repeat responder group NPS is indicated at the bottom while the shift in categories over time is highlighted by the colored bands. The thickness of the band represents the volume. A deep dive into understanding what’s behind the shifts will determine your goals by category: recover, grow, evolve.

Another, quite similar, approach can be used in B2B. As the true indicator of loyalty for an account is the unit rather than an individual, analyzing repeat account NPS can be even more effective. The caveat here is that you have an adequate number of respondents per account. We recommend at least 3 respondents per account for each period.

Here are some guidelines for determining whether an account is overall Promoter, Passive or Detractor.

• If there are more Promoters than Detractors in the account, it’s a Promoter
• If there are more Detractors, it’s a Detractor
• If there is the same number of Promoters and Detractors, it’s a Passive.

As you start linking operational data to your serial Detractors and staunch Promoters you will be better positioned to develop a customer strategy that delivers revenue growth.

Just as you can only act on what you know, you can only analyze the data you have. Even the most comprehensive, multi-part attitudinal data will only ever cover a fraction of your customer base. Visionary programs use analytics that incorporate machine learning to transform operational data into customer insights, with attitudinal data as a critical tool for calibration. To get there, download our guide, take our comprehensive training course, or read about the future of NPS.