Turner Machine Leads Manufacturing Industry in Employing Retail Tool to Better Gauge Customer Satisfaction

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Manufacturer celebrated newly released NPS results.

We wanted to find a way to see how we measured up, and hopefully this new data will give us an edge over the competition when bidding for new jobs.

Turner Machine, a custom machine builder and machine shop, is leading the manufacturing industry in employing a business-to-consumer retail tool to a business to business industry. The Smyrna manufacturer implemented the Net Promoter Score (NPS) at the beginning of the year as a new way to benchmark customer satisfaction and loyalty.

“Our competitors range in size from smaller manufacturers, similar to us, to bigger industry leaders,” said Jeff Turner, CEO of Turner Machine. “We wanted to find a way to see how we measured up, and hopefully this new data will give us an edge over the competition when bidding for new jobs.”

Several globally recognized companies such as Google, Amazon and Southwest Airlines use NPS as a way measure how their customers view their performance. And according to Bain and Company analytics, companies with higher NPS, grow at more than twice the rate of its competitors.

To measure results, the Smyrna manufacturer provides customers with a two-question survey. The first question: How likely is it that you would recommend our company/product/ service to a friend or colleague? Customers respond on a 0-to-10 point rating scale and the numbers are broken down into the following categories:

  • Promoters (score 9-10): loyal enthusiast who will supply repeat business and refer others, fueling growth
  • Passives (score 7-8): satisfied customers who could be swayed by competitors
  • Detractors (score 0-6): unhappy customers who could damage your brand through negative reviews and word-of-mouth

The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. Because scores can be as low as -100, a score above 0 is considered good, while a score of 50 or more is considered to be excellent. Some of the highest scoring companies in the nation are Apple at 70, Amazon at 69 and Southwest Airlines at 66. Turner Machine’s Q1 score was 63.

The second question in the survey: What is the primary reason for the score you just gave? Some of the responses included commitment to get quality work done in a timely manner, customer service, reliability, willingness to work with the customer and dependability. At least one customer, who gave a 10 rating, immediately followed up with a second purchase order.

By employing NPS, Turner Machine is actively working to not only provide a quality product, but quality customer service, as well. The answers from the survey allow the team to identify their strengths and areas that need improvement.

“For years we have struggled trying to find a benchmark for customer satisfaction,” said Turner. “Now that we have NPS, we can use those scores to continually improve and grow our company and hopefully, beat the competition.”

Turner Machine will also use the data to present to potential customers during the bidding process to bolster its chance of securing jobs over the competition.


Turner Machine Company, Inc. is a full-service machine shop that specializes in building custom machines. The company, founded by Jeff Turner, will celebrate its 20th anniversary in November. Currently, Turner Machine employs around 50 people. It is located 15 miles southeast of Nashville, Tenn., in Smyrna. For more information about Turner Machine Company visit http://www.turnermc.com/ .

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Jeff Bradford

Jeff Turner
Turner Machine Co., Inc.
since: 12/2012
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Turner Machine Co., Inc.

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