NPS for Entire Industries

December 14, 2010 at 3:38 PM Leave a comment

In my previous post, I wrote about how the Portland software community was engaged through successive surveys, each smarter and more focused than the last. Okay, now they’re on board. But can you really measure the likelihood that an industry will succeed? Sure.

We use NPS for customer satisfaction analysis when we work for companies. It occurred to me – why not use it for entire industries? If people are passionate about their cluster, whether it’s the South Bend Tourism board or the California semiconductor industry, they’ll thrive, and NPS can measure that passion.

For our survey of the Portland software cluster, we asked if people would recommend Portland to an industry colleague as a place to do business. When we started, we had as many detractors as promoters – an NPS of 0%. That meant that if you talked to someone about the city, there was a good chance they would trash it. No wonder the software sector wasn’t going anywhere.

Six months later, the NPS is 23%. Our goal is to bring that to 40% over next 2 years, and we’ll make it. When we reach the goal, people will be fighting to put out their shingle here. Portland already has the talented people. Once they’re all brand evangelists for the city, it’s a done deal.


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False Listening Happy New Year

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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at


"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters



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