NES Rentals logs high customer loyalty

By Maria Hadlow18 March 2009

NES Rentals Holdings, one of the largest aerial equipment rental providers in the US, has announced that its 12-month Net Promoter Score average is at an all-time high of 72 and expected to get higher in 2009.

The Net Promoter Score was developed to gauge customer loyalty and has allowed NES Rentals to measure the progress of its customer service programs and integrate customer feedback into the company's continuous improvement processes.

Andrew P Studdert, NES Rentals' chairman and chief executive officer said, "It is extremely gratifying to know that the emphasis our company has placed on customer service and safety has been rewarded by a very satisfied and loyal customer base. We have worked to make exemplary customer service a hallmark of working with NES Rentals and our research shows that we are achieving that goal."

The latest quarter's NPS of 76 was the company's best score since implementing the program - a 17% improvement over the prior year. NES Rentals' consistent scores have put the company into the same NPS category as some of the most efficient growth companies in the US such as Apple, Google and Barnes & Noble.

"In today's economic climate, keeping customers satisfied will be a big indicator of who will and who won't weather the storm," said Mr Studdert. "We believe we are well positioned to make it through this downturn and come out the other side with a devoted group of customers."

NES Rentals has completed more than 15000 customer surveys since implementing the program in March of 2007.

Companies determine their Net Promoter Score by asking customers a single question on a 0 to 10 rating scale: "How likely is it that you would recommend our company to a friend or colleague?". Based on their responses, customers can be categorised into one of three groups: Promoters (9-10 rating), Passives (7-8 rating), and Detractors (0-6 rating). The percentage of Detractors is then subtracted from the percentage of Promoters to obtain a Net Promoter Score.

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