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How can we Measure the Happiness of our Clients and Candidates?


As the economy recovers and the recruitment industry feels the benefit, there are so many agencies in rapid expansion and start-ups of varying quality. As a business, we are absolutely embracing the opportunity for growth, but not at the expense of customer service.

We were looking for a way of measuring our customer service to ensure that we are offering a consistently excellent experience to both candidates and clients. It was important to find a method that would be simple to report on, so that we could track any changes over time as we grow.

We looked into different industry standards for measuring customer satisfaction and Net Promoter Score was the one that really resonated. It is widely used by global, well-known businesses such as Apple (NPS score 62), Amazon (NPS score 55), Tesco (NPS score -4) and HSBC (NPS score 7).*source

An article by Paul Coward, Customer Insight and Analysis for Deloitte said, “As customers become more empowered and share experiences with other people it becomes crucial to understand what they are telling you”. He goes on to say, “a company … can be effectively empowered to make business change to drive improvement in their customer experience and service. In so many industries, having a positive customer experience can offer a powerful competitive advantage over other rival companies and this can lead to reduced customer attrition, high repeat purchase levels and higher perceived and actual value to the customer .“

One simple question is posed in an email: “on a scale of 0-10, how likely is it that you would recommend this company to a friend or colleague?”

We have been delighted to find that since we started the survey 3 months ago, 90% of our scores have been 9 or 10 out of 10 (giving us a Net Promoter Score of 83, which compares very well against others!).

According to MD Louise Hewett, “The process has been invaluable in ensuring that the ‘recognisably better service’ we stand for is truly delivered every day to every individual we deal with.”

For more information or advice on implementing Net Promotor Score, contact



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