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The Net Promoter Score (NPS) is an important metric for evaluating the shopping experience. Learn how to apply it to your business and delight consumers.
The best job promotion tool is the word of those who have consumed it. If 20 years ago this happened in a slower way, in which people spread the news at Sunday lunch, at the bar table or in conversation in the elevator, today we have incredibly powerful means of dissemination, such as social networks and their countless influencers. In practice, to put it bluntly, an influencer is someone you trust strongly recommending a product (Not necessarily? Maybe, but that conversation is for another article).
As online business growthconsumers will look at the recommendation ranking of the brand and product in all possible tools: Google, Reclame Aqui, reviews from other customers. THE reputation of a businessespecially if it’s growing, is very, very important, especially in the most competitive sectors.
So, measure customer satisfaction and evaluating their feedback – without putting ego in the way – is the best advice your business can receive, because that person has had an authentic experience with your product or service.
The subject has so much weight that an evaluation system called Net Promoter Score (NPS). In a very loose translation, it would be the “Scoreboard of your network of promoters”. Created by Fred Heichheld, author of the book “The Definitive Question” (worth reading), the system aims to provide an objective and reliable metric of Clients satisfaction, with a mathematical result capable of pointing out the need for action plans. More direct, practical and precise for those who have a leaner management framework.
What are the consumer profiles on NPS?
Who has never received an email marketing or a pop up with a question that goes something like this: “On a scale of 1 to 10, how likely are you to recommend our product or service to someone?”. Or even: “From 1 to 10, how satisfied are you with the service received?”
Based on an objective question (like the two we are talking about now) the answer will be given in points from 1 (being the lowest rating) to 10 (the best possible rating). From these evaluations, three consumer profiles will be generated:
detractors
Who scored up to 6: these people range from extremely dissatisfied to not very satisfied, with a high potential to speak or write badly about your business – and are probably already complaining on social media.
neutral
Who gave it a 7 and 8: These people tend to think your product is good, but they haven’t had a great experience with your business. They may consume from you again, but if the competition’s promotion is good, they will change you.
promoters
Who gave it a 9 and 10: These people have a high potential for loyalty to your brand, buying from you again and recommending to others.
How to work the NPS?
That’s a good question. When the purchase is online, it becomes simpler. Upon completing your purchase, you can use the email sending automation tool from Webhost to trigger the evaluation to the email provided in the registration.
In our tool there are several email marketing templates that allow some customization, such as including the person’s name in the communication. Include the question, an art with the notes and in it the link that will direct the person to the evaluation. The more personalized the better. On the evaluation page, the customer can click on the desired rating and leave a comment. Take the opportunity to insert an opt-in option in which you ask if the person allows to disclose their testimonial.
You can insert trackable links in grades 1-10 to help with reporting and customer segmentation, as well as getting the person on other automation lists.
+If you want to know more about our email marketing tool and automations, click here.
Other possibilities for closed-ended questions are: “What grade do you assign to the product or service?”, “What is the chance of buying from us again?”, “What grade do you assign to your experience in our e-commerce?”. Analyzing the note and comments, it is possible to outline better sales strategies and correct the routes.
After all, how to calculate NPS?
I want to see how this account works. In the calculator or Excel, a rule of 3 is sufficient as we must consider percentages and not absolute numbers. Anyway, there are online calculators that give the NPS result when you put the results into it.
NPS results can range from 100% (considered excellent) to -100% (a complete disaster).
Example: 20 evaluations were answered, which correspond to 100% of the evaluations. In 15 of them (75%), the scores were 9 and 10; in 2 of them (10%), grades 7 and 8; and 3 evaluations, (15%) were between 1 and 6.
Now, let’s apply the formula:
NPS = %Promoters – %Detractors
NPS = 75% – 15%
NPS = 60%
But is this a good or a bad result? Within the system, there are the following classification zones:
- NPS from 91% to 100%: Enchantment Zone
- NPS from 76% to 90%: Zone of Excellence
- NPS from 51% to 75%: Quality Zone
- NPS from 1% to 50%: Improvement Zone
- -100% to 0% NPS: Critical Zone
Analyzing the results
When the NPS is between 75% and 100%, we can consider that the consumption experience was very positive, which usually happens when there was no friction along the journey. The product or service met or exceeded expectations, the service was good, it was easy to pay and it arrived on time, among other factors.
If it was between 50% and 74%, it is possible that some things need to be adjusted and the experience was just ok. If it was closer to 50% than 74%, you need to take a closer look at the shopping experience your company provides.
Now, from there, it’s a red light. Review the entire process, writing or rewriting the steps of the purchase journey and looking at the quality of the product or service in person. If there are negative testimonials, investigate the recurrence of complaints to find qualitative indicators that can help you move up the scale.
Let’s put into perspective that your business will exist as long as you solve someone’s pain. If the product or service, in addition to not solving the problem, also brings anguish, it is destined to end soon and badly spoken. Selling is a way of serving – and we know, not just today, that those who serve well always serve.
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