Blackcircles.com achieves one of highest Net Promoter Scores of 2014

Blackcircles.com has received one of the highest Net Promoter Scores (NPS) of 2014, best-of-class against its industry peers and also ahead of well-known international brands like Amazon, Apple, Mercedes-Benz and Aldi. The company’s NPS of 84 is based on customers’ likelihood to recommend a brand to others and is calculated as the percentage of customers who are ‘Promoters’, rating the business 9 or 10 on a zero-to-ten point scale, minus the percentage who are ‘Detractors’, rating 6 or lower. It is viewed as the leading customer experience metric and provides a strong indication of a company’s relationship with its customers. The company has a good track record in this area, having scored 89 in the 2013 survey.

For those not already in the know, Net Promoter is a loyalty metric and “a discipline for using customer feedback to fuel profitable growth”. It was developed by Satmetrix, Bain & Company and Fred Reichheld and has been adopted by leading companies worldwide as the standard for measuring and improving customer loyalty. According to the company, Blackcircles.com’s Net Promoter Score is based on an independent survey of over 30 per cent of the online tyre retailer’s customer base.

Mike Welch, CEO and founder of Blackcircles.com, said: “From the very beginning our goal was to create a clean, simple and trustworthy tyre retail business that put customers at the heart of its decision-making and strategy – setting us apart from the commonplace bad practice which epitomised the industry at the time. With limited funding we relied on building goodwill with our customers who we hoped would then recommend Blackcircles.com to others.”

“It’s those customer referrals that have driven our growth from 200 customers in year one to almost 1 million today and we’re hugely grateful to them for choosing us over the competition. Today’s results are testament to the fact we put our customers front and centre of everything we do as we strive to deliver at the very highest level. The last thing we are going to do is rest on our laurels and we will continue to benchmark ourselves against the best retailers and brands across the world, which in itself shows the height of the bar we have set ourselves.”