As 2020 began the Encore team decided to check in with our clients on the quality of our work and how we might improve. As a data-driven agency, we partnered with an independent analytics firm to create and administer a survey, then sent it to 94 of our clients.
Although our clients give us great feedback in person, we wanted to dig below the surface to search for any blindspots and learn how we might improve.
Here is what we learned.
92% were “Extremely Satisfied”
When asked “Overall, how satisfied are you with Encore Worldwide?” an incredible 92% of our clients responded with a top box “Extremely Satisfied”. Wow, we are humbled.
This was especially surprising in light of our deliberate focus on being upfront with clients, even when that means breaking bad news early in the process, sometimes before problems are resolved. Perhaps this candor is appreciated in the long-run, even though it can make us look bad in the short-run.
90% will continue to work with Encore
When asked “Will you continue to use Encore Worldwide for future programs/events?” a whopping 90% indicated yes, with 58% saying “Definitely” and 32% “Probably”.
We view this with great vindication, as it’s actually the reason we named the agency “Encore”. We knew from the outset that we can only build a successful firm if clients want to renew again and again. Again, we are humbled.
Net Promoter Score (NPS) almost 2.5x our industry average
A Net Promoter Score (NPS) is a scientifically accepted measure of customers’ willingness to recommend a company’s products or services, measured on a scale of 1 to 100.
According to Portland Marketing Analytics, which administered our survey, Encore earned an NPS of 67. When you compare that to the average of 28 for the category of “Marketing/Creative Agencies”, our result is almost 2.5x that of our industry.
This explains why our clients so often take us with them as they change jobs and employers. We often joke that Encore’s clients are our sales team. Again, it was gratifying to see evidence of this in the actual data.
How to Improve
The real reason we conducted the survey, of course, was to learn how to improve. While a few of the 94 clients expressed minor concerns over concepting, billing and launch procedures (all of which we are addressing), one issue rose to the top.
It seems that we need to work harder at proving the value of experiential marketing, especially its ability to generate scale.
A classic problem in our industry, this has been a definite blindspot in our approach. We are working on a new module of our core presentation to explain the four principle methods of achieving scale (more on that to come). We are also reminding our clients of our ability to measure ROI for any campaign working with our independent analytics partners.
Thanks to our clients
Many thanks to our clients who took the time to respond and provide us with feedback. Let’s always keep the dialogue open and be sure to let us know what we can do to improve!
