In September, over 2,300 owners completed our two-question “Net Promoter” survey and received a 10%-off coupon. The survey results yielded our “Net Promoter Score”—an index that measures the willingness of customers to recommend a company’s products and services to others; this in turn indicates whether customers will remain loyal as grocery competitors open stores. On a scale that ranges from -100 to 100, WSM’s Net Promoter Score was 80. Here’s how the index works:
The Net Promoter Score is calculated with the responses to a single question: On a scale of 1 to 10, “How likely is it that you would recommend Weaver Street Market to a friend or colleague?” Respondents are classified as Promoters, Passives, or Detractors, as shown below. The Net Promoter Score is calculated by subtracting the percentage of Detractors from the percentage of Promoters. (Passives reduce the score somewhat, by counting toward the total percentage of respondents.)
A Net Promoter Score of 80 means we are ranked highly by our owners. Our score is comparable to the highest Net Promoter Scores for nationwide grocery stores (79 for Costco, 62 for Trader Joes, 55 for HEB, and 54 for Wegman’s), although those stores were not being judged by a pool of owners.
The survey’s second question provided valuable insight into what our owners value most about us. The Promoters’ top reasons for being Promoters were our local and high-quality food, the sense of community at our stores, and our friendly staff. They also highlighted many of our departments, with produce and baked goods being the top mentioned. By far, the biggest issue for the Detractors was high prices.
We plan to do this survey again next year to track our progress. Our goal is to score an 82 next year; we can accomplish this by delivering more of what customers value the most. We will continue to work on our 2020 goal of making healthy food accessible—not only for our existing customers, but also for those who don’t yet shop with us.
We encourage owners to provide feedback anytime through our online owner feedback form.