We've spotted a few Tweets mentioning our new Brand campaign, specifically the fact that "77% of our customers would be happy to recommend us".
This has lead some people to wonder if that means that 23% of people would NOT be happy to recommend us.
We thought some explanation was required...
We asked our customers "Would you be happy to recommend first direct?" The scale we used ran from 0 - 10 where 0 was not at all likely and 10 was extremely likely.
Here are the results...
| Not at all likely (0) | 3% |
| 1 | - |
| 2 | 2% |
| 3 | - |
| 4 | - |
| 5 | 5% |
| 6 | 9% |
| 7 | 3% |
| 8 | 18% |
| 9 | 16% |
| Extremely likely (10) | 43% |
To reach the 77% we used in our advert we looked at the 11 point scale and took a top box sum i.e. added any responses in the 8-10 range.
This means that the 23% remaining respondents are scattered across the rest of the scale. Indicating that they are not adverse, just less likely to recommend.
We hope this clears things up for you!
Source of data: TNS/Research International 12 weeks ending 7 December 2009.
