As an HAI Group® policyholder or member, you’ve probably encountered the acronym NPS in emails, printed materials, or conversations with our team.
NPS, or Net Promoter Score, was created in 2003 by Fred Reichheld, a Bain & Company consultant, to offer a straightforward, powerful way to measure customer loyalty. Since its launch, NPS has become a key tool for businesses to better understand their customers, improve satisfaction, and fuel growth.
At HAI Group, we use NPS as a vital tool to evaluate the quality of our service and gather valuable feedback. By regularly assessing our performance, we ensure that we’re meeting—and exceeding—the high standards our members and policyholders expect and deserve.
What is NPS?
At its core, NPS is a two-part survey. The first question asks respondents how likely they are to recommend an organization or service to a friend or colleague.
Respondents choose a score between 0 and 10:
- Promoters (9-10): Loyal and enthusiastic customers who are likely to recommend the company and drive growth.
- Passives (7-8): Satisfied customers but not enthusiastic enough to be promoters.
- Detractors (0-6): Unhappy customers who are unlikely to recommend the company and may discourage others from using the service.
NPS scores are calculated by subtracting the percentage of detractors from the percentage of promoters. Scores range from -100 to +100, with higher scores indicating a stronger likelihood that customers are having a positive experience.
While the first question gives us the score, the second open-ended question often provides the real value. This is where you can share more about your experience, offer suggestions, or recognize employees who went above and beyond. HAI Group Chief Operating Officer and Executive Vice President Troy LePage said the scoring methodology works well for the company and its members.
“It’s simple for the user, in that it doesn’t require much time to provide feedback, and directly engages with what we’re doing right versus where we need to improve,” he said.
Why NPS matters at HAI Group
We have used NPS as a strategic service metric for over seven years. Because we’re owned by and built for our members, their feedback is essential. It guides improvements, supports employee development, and helps shape the services we offer.
“Insurance, in its nature, is a business that’s meant to be tailored to the buyer,” LePage said. “We’re a member-owned organization, which makes feedback that much more important.”
Unlike traditional companies where profit may be a primary driver, HAI Group’s mission is to serve its members, so member feedback isn’t just helpful—it’s essential. Each score and comment helps shape how we serve our members and policyholders because our success is directly tied to their satisfaction.
“We strive to provide service that warrants a 9 or 10,” LePage said. “But when that’s not the case, we need to know, and we take the feedback and analyze it in real time to see how we can improve that specific customer’s experience, along with the overall experience.”
Because NPS is an industry-standard tool, we also benchmark our scores against other organizations using the same methodology. That allows us to continually challenge ourselves and ensures that we exceed our customers’ expectations.
How we collect feedback
We value member feedback at every touchpoint—whether you've worked with our Account Services team on policy updates, partnered with our Risk Control and Consulting team or HAI Group Online Training on safety training, collaborated with our Claims team during the claims process, or engaged with our Research group on industry insights. Your input helps us improve and better serve your needs.
Here’s how we gather your input:
- Monthly survey emails are sent to members and policyholders who’ve had recent interactions with our team.
- Printed and digital surveys are available at conferences and in-person events.
- Monthly communications often include reminders and callouts encouraging members to share feedback.
- Email signatures of HAI Group employees in customer-facing roles often include a survey link, making it easy to provide input after any interaction.
NPS in action: department highlights
Account Services | Listening to improve the member experience
Angel Fear, assistant director of account services at HAI Group, shared how her team incorporates NPS feedback into daily member interactions.
“Giving members the ability to provide NPS feedback is a standard part of our process,” she said. “When we receive a neutral or negative response, we take a step back and ask, ‘What can we do differently?’—both in that specific interaction and in the member’s overall experience with HAI Group. With positive responses, it’s an opportunity to remind ourselves of what we’re doing right and to continue those practices, making sure all team members are using the approaches that led to a great experience. It’s also a chance to celebrate individual successes, which is great for morale.”
Common feedback touchpoints include:
- Working with an account executive on policy updates
- Receiving assistance with coverage questions
- Accessing helpful resources or updates
One example of a direct process improvement driven by NPS feedback is the creation of a Certificate of Insurance (COI) request form. In the past, members had to reach out to their account executive to obtain a COI, often resulting in back-and-forth communication to gather the necessary information. Now, a streamlined form is included in all Account Services communications, making the process faster and more convenient.
Risk Control and Consulting | Turning insight into impact
When a risk consultant visits a property to conduct a site survey, the experience can sometimes feel intimidating—after all, their role is to identify potential issues that could lead to risk.
But Elizabeth Owens, HAI Group’s director of risk control and consulting, views these visits through a different lens.
“A lot of people don’t like to see their faults,” Owens said. “For us, it’s a good test of ensuring we’re respectful, communicative, and clear that we’re here to help.”
In addition to on-site visits, the team also delivers in-person training for members. Feedback collected through NPS surveys has led to meaningful improvements, from refining course materials to identifying instructors who truly connect with members.
“We’ve identified stronger instructors through the feedback,” Owens said. “That allows us to elevate those individuals into more front-facing training roles.”
Common feedback touchpoints include:
- On-site inspections
- In-person training sessions
- Risk policy or general practice reviews
Claims | Navigating complex situations with clarity and care
Insurance claims are often complex—and sometimes emotionally charged. Our in-house Claims team prioritizes transparency, communication, and empathy, even when the outcome isn’t ideal.
“We work with the policyholder the best we can in every situation,” said Jeff Lynes, assistant director of claims management at HAI Group. “There’s always a human element to it, and we understand that sometimes, no matter how well we handle things, people are going to be upset. But we value all feedback—positive or negative—because it helps us ensure we're consistently treating everyone with the respect and dignity they deserve during difficult moments.”
Mike Pepe, HAI Group’s assistant director of property claims, said the claims team focuses on doing their best to set clear expectations from the start.
“We’re dedicated to keeping our promise to our members,” Pepe said. “That means being clear about policies and deductibles and explaining everything up front.”
Bottom line
NPS isn’t just a score—it’s a direct connection between our members and our mission. Whether you’re requesting a certificate, scheduling training, or filing a claim, your feedback plays a vital role in helping us serve you better.
Every response, whether positive or negative, helps us grow, improve, and uphold our commitment to providing industry-leading service that’s tailored to your needs.
This article is for general information only. HAI Group® makes no representation or warranty about the accuracy or applicability of this information for any particular use or circumstance. Your use of this information is at your own discretion and risk. HAI Group® and any author or contributor identified herein assume no responsibility for your use of this information. You should consult with your attorney or subject matter advisor before adopting any risk management strategy or policy.
HAI Group® is a marketing name used to refer to insurers, a producer, and related service providers affiliated through a common mission, management, and governance. Property-casualty insurance and related services are written or provided by Housing Authority Property Insurance, A Mutual Company; Housing Enterprise Insurance Company, Inc.; Housing Specialty Insurance Company, Inc.; Housing Investment Group, Inc.; and Housing Insurance Services (DBA Housing Insurance Agency Services in NY and MI).
