PALM BEACH GARDENS, Fla. (Aug. 19, 2013) — Big O Tires has achieved a customer recognition level "virtually unheard of" in the automotive service industry, the TBC Corp. business unit said recently.
Big O Tires, part of TBC's franchise business unit, achieved a Net Promoter Score (NPS) of 70, the company said, based on a survey conducted by marketing and advertising firm Barkley Inc. that TBC commissioned.
The NPS, which is derived from customer survey responses, measures customer loyalty, trust and respect of a brand.
"Big O has worked hard for 50 years to earn its slogan, 'The Team You Trust.' It's humbling to see just how much customers appreciate our franchisees," said Kevin Kormondy, executive vice president and chief operating officer for the tire store franchise, which has more than 400 franchisee and company-owned locations in 20 states.
The NPS is based on the perspective that a company's customers can be divided into three categories — promoters, passives and detractors — by asking the likelihood that they would recommend the company. Customers respond on a 0-to-10 point rating scale and are categorized as follows:
• Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others;
• Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings;
• Detractors (score 0-6) are unhappy customers who can damage your brand through negative word-of-mouth.
While Big O Tires is a national brand, its stores are typically owner operated, Big O said, which gives them a hometown 'mom and pop' shop feel.