The Net Promoter Score (NPS) is an important metric for evaluating the shopping experience. Learn how to apply it to your business and delight the consumer.
The best
tool for publicizing a work 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 innumerable influencers. In practice, to put it bluntly, an influencer professional is someone you trust strongly recommending a product (Not necessarily? Maybe, but that conversation is for another article).
With the online business growth, consumers will look at the brand and product recommendation ranking in all possible tools: Google, Reclame Aqui, reviews from other customers. The reputation of a business, especially if it is growing, is very, very important, especially in the most competitive sectors.
Thus, measuring customer satisfaction and evaluating their comments – without putting ego in the way – is the best advice your business can receive, because this person had an authentic experience with your product or service.
The subject has so much weight that an evaluation system was created 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 Ultimate Question” (worth reading), the system aims to provide an objective and reliable metric of customer satisfaction , with a mathematical result capable of pointing out the need for action plans. More direct, practical and accurate for those who have a leaner management framework.
What are the NPS consumer profiles?
Who has never received an email marketing or a pop up with a question something like this: “From 1 to 10, how likely are you to recommend our product or service to someone else?”. 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 of 1 (the lowest rating being) 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 poorly about your business – and are probably already complaining in the social networks.
Neutral
Who gave it a 7 and 8: these people tend to think your product is good, but they didn’t have a remarkable experience with your business. They may consume from you again, but if the competition’s promotion is good, they will change you.
Promoters
Who rated 9 and 10: these people have a high potential for loyalty to your brand, buying from you again and recommending you other people.
How to work the NPS?
This is a good question. When the purchase is online, it becomes simpler. Upon completing the purchase, you can use web e-mail automation tool to trigger the evaluation to the e-mail provided in the registration.
In our tool there are several models email marketing services that allow for some personalization, 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 the disclosure of their testimony.
You can insert traceable links in grades 1 to 10 to help with reporting and customer segmentation, in addition to placing the person on other automation lists.
+If you want to know more about our email marketing and automation tool, click here.
Other possibilities of closed questions are: “What grade do you give to the product or service?”, “What is the chance of buying from us again? ”, “What grade do you give to your experience in our e-commerce?”. Analyzing the note and the comments, it is possible to outline better sales strategies and correct the routes.
After all, how to calculate the NPS?
Let’s see how this account works. In the calculator or in 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 in it.
The 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:
