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news - 10.5.2021

Net Promoter Score - April 2021

Radical Transparency

In January, we announced our commitment to becoming Radically Transparent in how our company publicly communicates and shares information, including publishing the results of our client Net Promoter Score survey each month.

In March, we reported an NPS of 50 (an increase of 17 points from February), which we largely attributed to adding capacity on our team that allowed us to kick new projects off (and complete existing ones) more quickly. Unfortunately, even adding more capacity has not solved one of our goals from last month, "being able to kick off new projects within 30 days of a new request from a client not on an active retainer".

Read on to see April's analysis!

Our Score - 100

In business (and in life), there are no shortages of ups and downs; there are catastrophically bad problems and then also good problems. Our business has experienced both sides of that pendulum over the last seven quarters. In the chart, above, you can see the immediate impact of the pandemic on our sales from March - November 2020. And you can see what our focused recovery efforts have yielded.

Q2 (December 2020 - February 2021) was our best sales quarter, ever, and we are on pace to beat it by 50% in Q3. We can say, with confidence, that this is the "best problem" we have had in 10+ years in business. Our performance allowed us to hire back several of the positions we cut last year AND add new positions on our team! At the same time, this success caused resource planning challenges and client satisfaction issues (as reported on in February and March).

Here we are; stuck between a rock and a hard place. Do we continue driving short term financial performance for our business, onboarding more and more new projects, scrambling to add capacity to our team and lowering our client experience and delivery standards? Or do we play the long game?

We spent the month of April focused on delivering an exceptional experience and work to our active clients and achieved a perfect Net Promoter Score...100! It feels amazing. It feels like one of those moments you'll look back on and think "that decision propelled our business forward in ways we couldn't have imagined".

We have made the decision to extend the moment and are announcing that Craft&Crew is booked solid until September.

The projects we take on are large, complex, and ultimately should require a good amount of time to plan them properly in partnership with our clients. In response, we have updated our process to include a newly defined Phase 1: Briefing, Scoping, and Resource Planning, something we obviously did before but considered this part of our less-robust sales process, not a core element of project delivery. Our new approach will be more sustainable for our clients, our team, and our bottom line.

Anyone interested in partnering with us to produce or enhance their enterprise website is still encouraged to please reach out to begin the planning process, allowing us to schedule your project as soon as possible, and providing the opportunity to continue reporting perfect NPS results for those that choose to invest their time, energy, and budgets with Craft&Crew.

Net Promoter Score®, or NPS®, measures customer experience and predicts business growth. This proven metric transformed the business world and now provides the core measurement for customer experience management programs the world round.

Calculating your NPS

Net Promoter Score (NPS) is tracked using the following calculation based on the question, "Using a scale of 0-10, how likely are you to recommend Craft&Crew to a friend or colleague?"

The respondents are then grouped as follows:

  • Promoters (score 9-10)
  • Passives (score 7-8)
  • Detractors (score 0-6)

"Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter)." -