Net Promoter Score, or NPS, is one of the most widely used customer experience metrics across all industries. But according to its creator, Fred Reichheld, countless companies are doing it wrong and end up abusing the system.

The Net Promoter System involves asking a simple question to customers, typically after an interaction with a brand—how likely are you to recommend the brand or company to family and friends?

Best-selling author Reichheld says the core principle of NPS is love and the idea that you should treat others the way you would want a loved one to be treated. Reichheld created the Net Promoter System before cellphones were widely used, and the system has grown with new digital technologies. Even as the digital world grows, the core of NPS is timeless and is just as relevant today as ever.

The issue with using NPS in our modern world, Reichheld says, is that too many companies are sloppy about how they ask the question, including asking it at inopportune times, asking it too frequently or using it as a relationship question to grade employees. Many companies reach out to customers after a contact center interaction and ask the question with a strong implication that the service rep will get in trouble if they don’t receive a perfect score.

Instead of a way to discipline or grade employees, NPS is about tracking how well customers are treated and how loved they feel by the company.

Successfully using NPS starts with a company culture of loving and serving customers. Leaders set the example as they inspire their employees to make customers’ lives easier and better. Reichheld says the customer-first philosophy has to be at the center of every conversation and decision of leaders. When leaders set the example of running their companies as a way to show their love for customers, it comes through in how employees interact with and serve customers and leads to higher Net Promoter Scores.

With that mindset, companies can focus on asking the NPS question at the best times instead of throwing survey requests out left and right to get a mountain of abstract information. It can also lead to NPS innovation and reaching customers in convenient ways.

NPS is a powerful tool for all companies, but it has to be rooted in the right mindset: love and service. As leaders and employees aim to love their customers and treat them how they would friends and family, the NPS process is improved and scores will continue to rise.

*This episode is sponsored by Quiq.

Quiq is a leading conversational AI platform that drives two-way conversations to deliver a better experience for people and brands. Quiq enables enterprises to connect and engage in two-way conversations with their customers across varied messaging channels — including Facebook Messenger — in more than 170 languages. Quiq is the future of business-to-consumer messaging; it’s the wingman every brand and CX’er needs.

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Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here. Join the new Customer Experience Community here.

Episode 350: Damon Brown