What Do Fred Reichheld, Iron Man, and 2019 Jordan Ostroff Have in Common?
I know, I know…
Who?
Here’s the quick history lesson:
In 2003, Fred Reichheld introduced a simple way to measure client loyalty by asking one question:
“How likely are you to recommend X to a friend?”
You’ve seen it everywhere. That question became the Net Promoter Score (NPS).
Which is honestly a funny question—because there are things I love that I have never once recommended to another human being. I don’t talk about my couch or my water bottle the way I talk about legal tech (go Lawmatics!) or disc golf (yes, everyone should throw a River disc at least once).
So what do Fred Reichheld, Iron Man, and past-me have in common?
They’re all trying to understand the people around them better—from client satisfaction to saving the world (or at least the firm).
Enter NPS: a tool about as simple as Tony Stark’s “Would you buy me a drink?” line—but far more powerful when used correctly.
What Is NPS (Without the MBA Nonsense)?
NPS is based on a single score from 0 to 10.
- Promoters: 9–10
- Passives: 7–8
- Detractors: 0–6
To calculate your NPS:
- Take the percentage of promoters
- Subtract the percentage of detractors
- Ignore passives—they’re neutral in this fight
Your final score ranges from –100 to +100.
Higher = stronger client loyalty.
Confession:
Until last year, I thought the “net” part meant interNET… not math net.
Please tell me I’m not alone.
My Two Cents Before We Go Any Further
STOP ASKING FOR 1–10.
Every serious review platform uses 1–5.
So let’s stop pretending a 9/10 means something different than a 5-star review.
Is a 9 a 4? A 5? A vibes-based shrug?
If it’s good enough for Google, it’s good enough for me.
My system:
- 5s = promoters
- 1–3 = detractors
- 4s… we’ll talk
(If you want to treat 3s as neutral, I will not judge.)
Now—let’s turn theory into practice.
5 Ways to Actually Use NPS in Your Firm
1. Ask at the Right Time
Timing matters. You want clients reflective—not rushed or irritated.
Great moments to ask:
- After a consultation
Yes, you just met—but this is a fantastic way to see if you’re delivering value or pushing too hard for the sale.
In my experience, 4–5s usually hire me—and almost no one gives a low score. Still worth asking early. - At case resolution
When the outcome is fresh, feedback is honest and emotionally accurate. - After major milestones
For longer cases, ask after hearings, negotiations, or key wins.
Psychology reminder:
We remember the highest high, the lowest low, and the end.
Sometimes waiting until the end is too late—use that insight to your advantage.
2. Follow Up Personally with Detractors
Low scores are not the enemy—they’re an opportunity.
If someone gives a low rating, reach out personally and ask what went wrong.
Imagine getting a call from Tony Stark himself—you’d feel heard instantly.
For transparency:
- A 4 gets a call from my staff
- A 3 or lower gets a call from the lawyer
- And alerts me
Problems don’t get better by ignoring them.
3. Turn Promoters Into Reviews
Promoters are your cheerleaders.
Give them the tools to cheer publicly.
If someone indicates they’d recommend you:
- Send a simple follow-up
- Include a direct link to Google or Facebook
- Thank them and make it easy
And seriously—what is a 9/10 in Google terms anyway?
Just ask for the 5 stars.
4. Use Patterns to Fix What Actually Matters
Track NPS over time and trends will show up.
Maybe clients love responsiveness—but feel confused about communication.
That’s actionable.
Example:
If communication keeps coming up, implement regular status updates—even when nothing major is happening.
A quick “Here’s what we’re working on this week” email goes a long way.
My personal rule for complaints:
- One complaint → ignore it
- Two complaints → watch it
- Three complaints about the same thing → Houston, we have a problem
(Also known as me finally watching Terrifier 3 opening weekend.)
5. Bring NPS Into Team Training
Your team is the Avengers—feedback works best when everyone knows the mission.
- Share NPS results
- Celebrate wins publicly
- Train around common issues
Example:
If feedback shows frustration with intake, update scripts or retrain the intake team.
When your team feels empowered to improve, clients notice.
The Real Point of NPS
NPS isn’t about a number.
It’s about:
- Listening
- Improving intentionally
- Creating clients who want to talk about you
When used right, NPS turns feedback into loyalty—and loyalty into growth.
So go ahead:
Ask for the 5 stars.
(Or 0–10 if you’re one of those people.)
It’s more than a score.
It’s a roadmap to building a firm that thrives.
Stay tuned.