We explain how Net Promoter Score leaders like Amazon, Apple and Netflix keep their customer satisfaction score high. From providing a great customer service to encouraging creativity, we plunge into all of the characteristic and actionable business strategies used by these companies to improve customer satisfaction, retention and brand loyalty.

2. Sometimes, the best way to
realize the importance of
something is to see it in action

3. We’ve studied 3 companies with high
Net Promoter Score:
▸ Apple - 72
40% above the computer hardware industry
▸ Amazon - 69
more than 30% above its industry average
▸ Netflix - 68
60% above the telecommunication industry
COMPANIES
WITH HIGH
NPS

4. So, what do Apple, Amazon and
Netflix all have in common?

5. Simplicity and reliability

6. SIMPLICITY &
RELIABILITY
Simplicity is a powerful competitive
advantage of Apple

7. You can follow it in Apple's hardware and software design

8. Packaging

9. Advertisements

10. And even their retail stores

11. Streaming process is extremely simple

12. Just click on what you want to watch

13. Signing up and cancelling is also one mouse-click away

14. Amazon invests a lot of resources into making its
sales process as simple and reliable as possible

15. Shipping and return process is easy and straightforward

16. SIMPLICITY &
RELIABILITY
Make decisions simple
1. Make it easy for consumers to gather and understand
information about your brand.
2. Minimize the number of information sources
consumers must touch while moving toward a
purchase.
3. Describe your differentiating features and benefits to
help consumers evaluate your product or service.
4. Create a side-by-side product or service comparisons
with your competitors.
1

17. Easier, faster and better services

18. EASIER,
FASTER &
BETTER
SERVICES
Apple is known for storing their customer’s information for
personalizing interactions.
The records of customer complaints are persistently stored in
Amazon’s centralized database, and can be accessed
conveniently by any customer service representative.
Netflix caters to cancelled members by storing their queued
DVDs for up to a year. This investment pays off when cancelled
members are transformed into re-activated members.
2 APPLE
NETFLIX
AMAZON
Collect customer information:

19. EASIER,
FASTER &
BETTER
SERVICES
You can use your Apple ID to access all services hosted
by Apple.
You can use your Amazon ID to place orders, access AWS
services, or purchase books on Kindle.
You can purchase a single Netflix subscription and use
the credentials to stream content from any of your devices.
2 APPLE
NETFLIX
AMAZON
Single sign-on:

20. Great Customer Service

21. GREAT
CUSTOMER
SERVICE
Fixing a broken Apple device is straightforward.
Returning a product to Amazon is simple.
If a subscriber runs into a problem while using Netflix,
it’s easy to talk to a real person.
The brands that achieve the highest NPS don’t just
focus on reliability — they also focus on great service.
3
APPLE
NETFLIX
AMAZON

22. GREAT
CUSTOMER
SERVICE
Responsive and Accessible:
Apple, Netflix or Amazon leverage multiple channels – from
social media, emails to live chat and telephonic support for
addressing customer complaints.
3
Why?

23. GREAT
CUSTOMER
SERVICE
More than 1 million people are
looking for customer service reviews
every week, out of which 80% are
negative or critical in nature

24. GREAT
CUSTOMER
SERVICE
People are 2x more likely to
tell others about their bad
experiences than their good ones

25. GREAT
CUSTOMER
SERVICE
Your customer experience must be optimized towards providing seamless
multi-channel support, with the most accessible channels put above the fold.
3

26. Unique Products and Offers

27. The more different your value
proposition is from that of your
competitors, the more your brand
stands out

28. UNIQUE
PRODUCTS
& OFFERS
4 One of Apple’s biggest selling points is its unique hardware
and software.
No online store even comes close to matching the scale of
Amazon.
There’s no streaming service with a larger range of content
than Netflix (although Amazon’s competing service comes
close).
APPLE
AMAZON
NETFLIX

29. GREAT
CUSTOMER
SERVICE
90% of executives believe that
long-term success of their
organization’s strategy depends on
their ability to develop new ideas

30. UNIQUE
PRODUCTS
& OFFERS
Innovations:
People love owning unique products
or bragging about their extraordinary
experience, which is why innovation
is so important.
4

31. UNIQUE
PRODUCTS
& OFFERS
4 Apple Innovations:
Apple with Apple Watch and AirPods.

32. UNIQUE
PRODUCTS
& OFFERS
Netflix Innovations:
Netflix was able to break away from the competition with its
huge video library, exclusive content and interactive interface.
4

33. UNIQUE
PRODUCTS
& OFFERS
Amazon Innovations:
Amazon has innovated with Amazon Go and Alexa.4

34. UNIQUE
PRODUCTS
& OFFERS
Innovations:
▸ Encourage your team to think creatively.
Google allows its engineers to
spend 20% of their work week
on projects that interest them.
Google + conversations
and Adsense were the result of
this encouragement.
4

35. UNIQUE
PRODUCTS
& OFFERS
Innovations:
▸ Look for ideas everywhere.
Listen to your customers
and your team.
Listen to their thoughts
carefully and choose the
ones that best fit your
needs and goals.
4

36. Unique Customer Experience

37. UNIQUE
CUSTOMER
EXPERIENCE
Apple does not make the cheapest smartphones.
Netflix does not provide free streaming unlike YouTube.
Amazon does not lure customers with cheap discounts
or flash sales.
5 APPLE
AMAZON
NETFLIX
If you think about it, you realize that...

38. They just deliver unique
experiences that people want
to talk about, and that’s how
they increase their NPS

39. UNIQUE
CUSTOMER
EXPERIENCE
Consistency:
Once you’ve created a unique
product experience, the next
step is to be consistent in your
efforts.
After all, it takes months to win
a customer, but only seconds
to lose one.
5

40. GREAT
CUSTOMER
SERVICE
38% customers believe
personalization plays a vital role
in delivering happy customer
experiences

41. UNIQUE
CUSTOMER
EXPERIENCE
Apple Personalization:
Apple Music uses personalization to pick the best
soundtracks for every user.
5

42. UNIQUE
CUSTOMER
EXPERIENCE
Netflix Personalization:
Netflix uses the power of AI and machine learning
analytics for personalized video recommendations.
5

43. UNIQUE
CUSTOMER
EXPERIENCE
Amazon Personalization:
Amazon analyses browsing history and past orders to
improve product suggestions.
5

44. Build Brand Loyalty

45. GREAT
CUSTOMER
SERVICE
Reputation is about building
customer trust, so that they feel
comfortable sharing information
and transacting on your platform

46. BUILD
BRAND
LOYALTY
Reputation:
You can either spend hours
researching the best Android or
Windows smartphones in the market,
or you can just buy an iPhone.
Apple has built the reputation for
making quality smartphones, which
is the reason people “feel” confident
about the brand.
6

47. BUILD
BRAND
LOYALTY
Reputation:
In a similar way, you would
rather order things from
Amazon than take the risk of
trying a new online store.
It’s because Amazon has built
up the reputation of #1 online
marketplace.
6

48. People buy from businesses that have high
accountability and credibility, as it reduces
buyer anxiety and makes them confident
about making future purchases

49. BUILD
BRAND
LOYALTY
Apple Accountability:
From replacing iPhones to offering free credits to customers
for overcharging, Apple lives by its founder’s ideology of
upholding long-term credibility over short-term profitability.
6

50. BUILD
BRAND
LOYALTY
Amazon Accountability:
You can order anything from Amazon, and return it within 15
days, if you don’t like it. Amazon even refunds customers the
price-difference on items they recently bought.
6

51. GREAT
CUSTOMER
SERVICE
If you liked this presentation, check out:
What Do Companies with Low
Net Promoter Score Have in Common

52. START YOUR NPS CAMPAIGN TODAY