10 June 2026

NPS 61: “Customer perception is built by the people we hire”

Net Promoter Score (NPS) is one of the most widely used metrics for measuring customer loyalty. An NPS above 50 is generally considered excellent. Just over a year ago, we achieved a score of 61 in an independent customer survey conducted by a Swedish research firm specialising in customer insights and NPS measurement. That was a strong result at the time. But what is particularly interesting is what has happened since and why we are choosing to share this now.

Customers highlighted three key factors: availability, personalised service, and technical expertise. Not the lowest price or the fastest delivery, but the ability to answer complex technical questions about specific engines and machine types.

– Spare parts for tractors and construction equipment are not an ordinary business. A faulty component can bring a machine to a standstill in the middle of harvest or halt an entire construction site. In that situation, supplier expertise is not just a service—it becomes part of the customer’s risk management. And that expertise starts with who we hire, says Olsson Parts HR Manager Charlotte Wrennfors.

Expertise starts from within

– An NPS of 61 reflects that the people behind the responses truly know their field. This is no coincidence—it is the result of deliberate recruitment and continuous skills development. We look for people who are genuinely interested in technology and machinery, not just sales, she says.

The customer survey also clearly showed what customers want more of: a broader and deeper product range, and an even smoother digital shopping experience. These priorities directly influence the capabilities the company needs going forward.

– We are constantly developing both our product range and our e-commerce platform in parallel. This means we recruit with a view to where we need to be in three years’ time, not just what we need today, says Charlotte Wrennfors.

A validation and a set of expectations

A high NPS is proof that the strategy is working. But it is also a set of expectations that must be met—and ideally exceeded.

– We continue to work actively with customer feedback. This includes product range development, improving the experience on olssonparts.com, and maintaining the technical expertise that customers identify as our greatest strength. But it is equally about continuing to hire the right people—people who know their field and want to grow with us. That is the journey we are on right now, says Charlotte Wrennfors.