Are Your Customers Truly Likely to Recommend You? The Answer Might Surprise You.
Most organizations rely on the familiar Net Promoter Score® (NPS®) question: “How likely are you to recommend us to a friend or colleague?” If the response is 9-10, the customer is considered to be a “Promoter” and the relationship and revenue are assumed to be secure. If the response is 0-6, the customer is considered to be a “Detractor” and the revenue and relationship are assumed to be at risk.
The assumption is that a high NPS® equals strong growth and a low NPS® is cause for concern . But these assumptions only hold if customers naturally talk about your product or service in everyday conversation.
And for many industries, that simply isn’t realistic.
Think about categories like:
- Office cleaning
- Waste collection
- Document shredding
- Legal services (e.g., divorce law)
These are not topics most people casually discuss over coffee. So, a low NPS® may not signal dissatisfaction at all—it may simply reflect that your business rarely comes up spontaneously.
A Better Question: “Would You Be Willing to Recommend Us if Asked?”
At The Dunvegan Group, we use a more accurate and actionable measure. We ask customers:
“If asked, would you be willing to recommend this company?”
This reflects how real referrals happen. Most referrals occur when someone asks directly—not when your business happens to appear in casual conversation.
This shift uncovers critical insights, including:
- Who would actively advocate for you
- Who is neutral or hesitant
- Who may be quietly dissatisfied—even if they continue buying today
And yes, some customers stay, but would never recommend your company.
Why Would a Customer Stay but Not Recommend You?
The reasons might surprise you:
- They’re locked into a contract
- Switching feels inconvenient or risky or painful
- They fear competition for a limited supply
- They haven’t found a better option yet
These customers look stable—but they are also the most likely to leave the moment their constraints disappear.
This is why NPS® alone cannot predict revenue retention or growth.
The Dunvegan Group’s Four-Factor Revenue Preservation Model
To accurately diagnose revenue retention, and referral potential, we measure four essential factors:
- Product/Service Excellence
- Willingness to Recommend
- Pain of Switching
- Perceived Availability of Better Alternatives
Together, these factors deliver a clear picture of:
- Which customers/revenue are secure
- Which are quietly at risk
- Where your referral potential really lies
- What actions will most effectively strengthen revenue retention
This model has helped organizations of all sizes protect revenue, reduce churn, and convert satisfied customers into growth engines.
Ready to Understand What Your Customers Are Really Telling You?
If you want clearer insight into revenue retention, customer loyalty, and referral behaviour, we would be pleased to help.
Learn more at The Dunvegan Group:
https://thedunvegangroup.com
Or book a complimentary consultation:
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Let’s make sure your customers and revenue aren’t just staying – they’re recommending you when it matters most.