Do you want to unlock substantial market share gains with just a minor shift in customer sentiment?
According to a study by the London of School of Economics, companies with a high Net Promoter Score® grew 4-times faster than companies with low NPS®. (Source: https://www.researchgate.net/publication/291576592_Advocacy_drives_growth). This aligns with Engaged Strategy’s research where we found that for every 1-point increase in NPS®, our clients benefit with a market share growth between 1.25% and 3%. In fact, a Bain & Company report suggests that Net Promoter Scores® explain roughly 20% to 60% of the variation in organic growth rates among competitors. (Source: https://www.netpromotersystem.com/about/how-net-promoter-score-relates-to-growth

Taking the net promoter score and negative word of mouth together, we found that companies with relatively high net promoter scores (>0), and relatively low negative word of mouth rates , grew 4 times as fast in 2004 than companies with low net – Source LSE

These findings underscore the significant impact that even modest improvements in customer loyalty can have on your market share and revenue.

Understanding the NPS®-Market Share Connection in B2B

Net Promoter Score® (NPS®) is not just a customer experience metric—it’s a growth strategy. It measures how likely customers are to recommend your brand, creating a direct link between loyalty, word-of-mouth and an increased propensity to buy more products from you.

Proven Impact: How Our Client Achieved A Remarkable NPS® Increase of 80+ Points

A mid-sized leading superannuation fund in Australia was struggling with low customer engagement. This was reflected in its NPS® of -26. Despite strong employee engagement, growth was stagnant in this low-involvement category.

Engaged Strategy’s Solution

This is one of our most cherished successes where we helped the brand increase their NPS® by a staggering 80 points in B2B and 60 points in B2C, after which we have outdone ourselves with a few other clients. But here’s what we did for this super fund:

✔We conducted a s an Strategic workshop that included Board Members, Leaders and a sample of front line staff to crystalise their strategic intentions – Brand, Values (Internal and External), planned CX Statement (Functional & Emotional) & a Mission statement.

✔ We developed a powerful Customer Value Proposition (CVP) to boost member connection

✔ We implemented an NPS®-driven Voice of the Customer program
✔ We trained staff to neutralise detractors via structured conversations
✔ We trained staff on how to create promoters via rapid ideation techniques
✔ We conducted competitor analysis to sharpen differentiation
✔ We delivered real-time insights to key stakeholders, including the Board members, to ensure action was taken on our recommendations.

The Results?

  • Over all B2B NPS® increased by 80 points and B2C NPS® increased by 60 points
  • NPS®NPS®Call centre NPS® increased by 57 points

And there’s more. Read the complete customer advocacy transformation story of this client here.

The Engaged Strategy Formula for NPS® Growth

Achieving meaningful NPS® improvements isn’t just about conducting surveys. It requires an integrated approach. Here’s how Engaged Strategy helps businesses drive real results:

  • Customer Feedback Integration – We don’t simply collect feedback; we analyse and recommend prioritized changes that you need to implement so that it directly impacts your customers’ satisfaction and builds advocacy.
  • Employee Engagement & Training – Engaged employees create engaged customers. We align internal teams with customer-centric values to ensure superior service.
  • CX & Brand Alignment – Our proprietary Total Engagement Model ensures your customer experience, brand promise and business operations work in unison.
  • Proactive Issue Resolution – We help you identify and addressing crucial customer pain points and identify at-risk clients before the issue escalates, thus leading to stronger loyalty and positive word-of-mouth.

Beyond Measurement: Turning NPS® into a Competitive Advantage

At Engaged Strategy, we don’t just measure NPS®; we transform it into a business growth engine. Our expertise in aligning customer experience with business strategy has delivered game-changing results across 20+ industries and 200+ brands.

Are you ready to turn your NPS® into Market Share Gains?

If you are looking to leverage NPS® as a growth accelerator, let us explore how Engaged Strategy can help you achieve measurable success.

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NPS®, Net Promoter® and Net Promoter Score® are registered trademarks of NICE Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.