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Advocacy rose in every one of five waves because detractors fell, and lapsers showed where the recovery sits
Alongside its brand tracker, a personal-care challenger tracked satisfaction and advocacy among its own users for five years.
Regular users and lapsers were separated at screening, because the two behave differently and call for different action.
Net Promoter Score rose in every wave, and the rise came from fewer detractors rather than more promoters, which matters for what to do next. Regular users were near the ceiling throughout; lapsers stayed negative and were where the recovery opportunity sat. A single combined score would have hidden both.
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- The question
- Are our users satisfied, do they recommend us, and where is the brand losing people?
- Approach
- Face-to-face satisfaction and Net Promoter tracker among the brand's own users, regular users and lapsers separated at screening
- Where
- Small-town and rural markets, India; five annual waves
De-identified. Names, places and distinguishing details are generalised.
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