NMBS launched an independent listening exercise to establish a net promoter score (NPS), not to audit itself, but to understand what really matters to its members, directly from their mouths.
Independent merchants and suppliers know what good service looks like. They also know when things are not working well. But while fast, robust and honest feedback to NMBS and other service providers might be some people’s strong suit, the usual scenario is that failures have to be fairly serious, or service really outstanding, before anything gets flagged.
Hence the thought process behind the NMBS decision to undertake the NPS independent listening exercise.
NPS measures the loyalty of customers to a company. First developed by management consultants Bain and Company over 20 years ago, it’s now used by millions of businesses to measure and track how they’re perceived by their customers.
By partnering with Six Pillars Consulting, NMBS was able to phone its members to capture practical and candid feedback that highlighted the areas where NMBS thrives or could improve.
“Rather than making guesses about the things that matter most, or solving the issues we assume our members have, we let them define it. That’s how we can make decisions that genuinely support our members and make the biggest impact to their work with us.”
Hearing directly from merchants
The survey used just three open questions, allowing respondents to speak freely about their overall satisfaction with NMBS, the reasons behind their rating, and what changes would encourage them to increase their satisfaction. The response rate was strong, with more than 90% of respondents giving a NPS of between eight and 10 (the score is out of 10).
Andy Hextall, Commercial Director at NMBS, explained: “Rather than making guesses about the things that matter most, or solving the issues we assume our members have, we let them define it. That’s how we can make decisions that genuinely support our members and make the biggest impact to their work with us.”
What people value most
One of the most consistent themes in positive feedback was appreciation for NMBS’s people. Respondents frequently referenced the accessibility, helpfulness and professionalism of staff, which is seen as a testament to NMBS’s internal training and industry awareness. Respondents also noted the time-saving benefits of centralising invoicing and the additional rebate benefit for being a NMBS member.
Several members highlighted how the NMBS model gives independent merchants efficiency gains and the scale to trade competitively, while preserving their local identity. Others mentioned the knowledge and availability of the NMBS team, with one comment suggesting it was “the first place we call for advice.”
Listening to what could be improved
Respondents also openly shared their ideas for improvement. A clear theme was the desire for NMBS to continue to strengthen and expand its categories, in particular engineering and industrial – a sector that NMBS has recently expanded into. Members also highlighted NMBS’s digital platforms as a key area where it can continue to further strengthen its offering to support member needs in the future.
Andy says NMBS has already taken steps in response: “We’ve added new suppliers in exactly the areas members highlighted and have seen 44 new suppliers in the power tools, hand tools, engineering and industrial categories this year alone.”
Getting personal
NMBS made the most of the NPS survey process by getting more information from the respondents. Every member who gave a score below eight was contacted personally by one of the NMBS team to listen more deeply, understand their feedback better, and to agree next steps to improve their experience of working with the organisation.
This individual approach helped strengthen relationships and highlighted that most issues were not systemic, just the kind of occasional service challenges that arises in busy businesses.
Mark Eydman of Six Pillars Consulting reflects: “What we liked most about NMBS’s approach was this wasn’t just about measuring satisfaction. It was about reinforcing a relationship of trust. NMBS showed a real willingness to listen and respond throughout this process, and that came through strongly in the positive way that the people we called talked about them.”
Keeping the conversation open
Andy concludes: “We’ll keep making these listening processes part of how we operate in the future. It’s not a one-off. This survey helped us understand what’s working and what isn’t, and most importantly, showed us where we can make the greatest difference to keep our members and suppliers happy. For NMBS members and suppliers, this process allows them to feel that their voice and opinions are being heard and truly acted on.”
Find out more about carrying out your own NPS score on the Six Pillar Consulting website.
