Definition

The Net Promoter Score is the indicator used to measure customer loyalty for each Global Business Unit. The metric was developed by (and is a registered trademark of) Fred Reichfeld, Bain & Company and Satmetrix. GBU scores are consolidated at the Group level through a revenue-based weighted average.

The Net Promoter Score is calculated based on customer responses to a single question: How likely is it that you would recommend our company to a friend or colleague? Answers can range from 0 to 10. Those who respond 9 or 10 are called Promoters and considered likely to exhibit value-creating behaviors, making positive referrals to other potential customers. Those who respond with a score from 0 to 6 are labeled Detractors and are not supportive. Responses of 7 or 8 are labeled Passives. The Net Promoter Score is calculated by subtracting the percentage Detractors from the percentage of Promoters.

The Net Promoter System is the methodology Solvay uses to boost customer loyalty by promoting a culture of customer feedback and by developing active listening skills at every single touchpoint along the customer journey. The objective is to go far beyond “just a score” towards a deep transformation of the Group by fostering a much more customer-centric culture.

The Net Promoter System is structured around two pillars to systematically gather insights at both the strategic and operational levels. The objective of the first and more strategic stage is to identify and further reinforce the areas where the Group truly stands out against the competition in order to raise customer loyalty and accelerate growth.

The second and more operational stage captures how the customers perceive our offer from a day-to-day perspective. Those key insights trigger tangible action plans – both account specific and at the business unit level – to bring Solvay closer to its customers and better serve them by delivering more suitable and efficient services.

Management approach

Since 2014, each Global Business Unit has run a customer satisfaction survey at least once every two years to check their strategic alignment with the trends in their business environment. The aim is to identify and select the right areas for the Global Business Unit to focus on, so as to foster differentiation and accelerate growth.

The Net Promoter Score has been selected as the key indicator of customer loyalty for the Group. It is measured at the Global Business Unit level, consolidated at the Group level, and published annually.

In 2018, Solvay decided to take this “voice of the customer” approach to the next level by launching a new initiative (the “Net Promoter System”) to transform the work practices of the entire frontline population across all business units and geographies, embedding customer feedback culture in our DNA.

The insights gathered from our customers systematically trigger action plans so that we continuously adapt our value proposition to better serve them and increase our share of wallet.

Indicator and objective

The Group Net Promoter Score increased from 14% in 2014 up to 33% in 2019.

In 2019, building on the experience gathered in 2018, Solvay further deployed the Net Promoter System across the Group based on a much broader survey scope, leveraging digital tools embedded in our customer relationship management (CRM).

This year, we registered a reduction in the Group Net Promoter Score which reached 33% in 2019 vs 42% in 2018 primarily driven by the change of scope as well as the very challenging business environment.

2019 is to be considered as a transition year during which the new system has been implemented across several GBU’s. 2020 will become the new reference, the new baseline for the future as all GBUs will then be completely covered by the new Net Promoter System.