Net Promoter Score®: Measuring Mauser’s Customer Experience

Michelle MachenMauser News, Industrial Solutions

For the past year, the North American Industrial Packaging (NAIP) business unit has partnered with Direct Opinions1 to gather customer feedback to calculate the business unit’s monthly Net Promoter Score® (NPS®). An NPS® score is a market research metric based on a single survey question asking respondents to rate the likelihood that they would recommend a company, product, or a service to a friend or colleague.2 NAIP finished 2023 with an NPS® of 64.8 and has a score of 67.3 through the first quarter of 2024 which ranks NAIP in the “Excellent” category.

Regularly calculating our NPS® allows Mauser to benchmark against other companies in similar industries, quantify our customer service experience for potential customers, and track the service we provide over time. The data from Direct Opinions is available in an interactive dashboard that enables easy access to dissect the data and compare using a variety of filters including division, time period, customer, and more.

Each month Mauser provides Direct Opinions with a list of customers based on invoices and pick-up data from that month. Customers are then contacted via phone call and asked to complete a short survey based on their experience. Results are compiled to generate an NPS® score along with additional customer experience scores. “Our goal is to receive at least 60 responses from each of our five divisional categories (reconditioning inbound, reconditioning outbound, Canada reconditioning, large packaging outbound and Questar) which provides us with a wealth of data for compiling reliable metrics,” said Neil Pellicci, NAIP Director of Customer Service.

Click the image above to view PDF infographic.

The NPS® survey asks additional questions to help companies determine the “Why” behind a customer’s rating. While responses to these questions do not calculate into the NPS® score, the information provided enables Mauser to identify specific areas where improvement may be needed and customers who may have outstanding questions or who demonstrate a trend of being dissatisfied with their experience. Mauser sales, customer service and sourcing teams follow-up with any customer who indicates outstanding questions or provides a score below seven. This follow-up enables us to address concerns and is valuable for improving the customer experience.

“Having these metrics is great but what really matters is what we do with the data. Our customer service teams have been great at taking action to address customer concerns which enhances that individual customer’s experience and helps us improve moving forward,” commented Pellicci.

Mauser is committed making our company easier to do business with by continually improving the customer experience. Through our partnership with Direct Opinion, Mauser can address customer concerns and quantify the customer service experience in a way that provides value to both Mauser and our customers.

1Direct Opinions is an unbiased third-party research firm that specializes in customer experience analysis.

2Net Promoter Score®

The Net Promoter Score® was created in 2003 by Bain & Company and is used by thousands of companies, including two-thirds of Fortune 1000s to calculate customer satisfaction and loyalty.

Research determined the question “How likely are you to recommend Company X to a friend or colleague?” provided the best correlation with customer behavior.

High scores on this question correlated strongly with repurchases, referrals, and other customer behaviors that contribute to a company's growth.

Using a 0-10 scale, customers providing a rating of 9-10 are considered promoters, 7-8 are passives, and 0-6 are detractors. The NPS® score is calculated by subtracting the percentage of detractors from the percentage of promotors.


Bain & Company provides guidelines for interpreting scores:

  • Above 0 is good
  • Above 20 is favorable
  • Above 50 is excellent
  • Above 80 is world class

Net Promoter Score® information obtained from