Què és el sistema Net Promoter Score (NPS)?
La setmana passada vaig viatjar a Florida (ho faig cada trimestre més o menys) i per primera vegada vaig escoltar un llibre sobre Audible de baixada. He seleccionat L'última pregunta 2.0: Com prosperen les empreses promotores netes en un món orientat pel client després d'un diàleg amb alguns professionals del màrqueting en línia.
L' Net Promotor Score (NPS) system is based on a simple question… the pregunta definitiva:
En una escala del 0 al 10, quina probabilitat teniu de referir-vos a un amic?
The book goes on to explain how the open source system has been adopted across all industries, often modified beyond the 0 to 10 scale, the question sometimes varies, and the follow-up questions are optimized and timed to provide a statistically valid score that represents the health of your company.
Keep in mind that it’s not a specific score that is needed to predict how well your company is performing, it must be analyzed against all the competitors’ scores in your industry. You don’t have to have a 9 when the rest of your industry is pushing 3s! Some industries simply attract terrible customers.
NPS is becoming a fairly common means of measuring customer loyalty and the impact of marketing, sales, customer service, and even the financial health of a corporation. Unlike many short-term key performance metrics of a company, NPS provides a look at how likely your customers are to stay with you and even recommend you.
Since retaining customers is critical to profitability and word of mouth is one of the best ways to acquire customers, NPS is proving itself to be a very good system for predicting the long-term health of a company. When all of the departments and strategies are aligned to optimize your customer loyalty, you don’t run the risk of having competing silos within the organization that are may produce great numbers – but don’t provide a great customer experience.
A la seva base, NPS = el percentatge de promotors: el percentatge de detractors. Per tant, si el 10% dels vostres clients promocionen la vostra empresa i el 8% perjudiquen la vostra marca a través del boca-orella negatiu, teniu un NPS de 2.
The Net Promoter Score system breaks down your customers into promoters, detractors, and passives. Every company should want to decrease its detractors as it takes about 5 promoters to combat every detractor… which is quite a bit of work! And every business would be much better off if it avoided passives and detractors altogether and attracted the right customers – the promoters.
Beyond customer loyalty, NPS is also making its way into employee satisfaction analysis. Just as you would hope to find customers to promote your business, you also want employees who promote it as well!
La gent de L’ambaixador va elaborar aquesta infografia a Net Promoter ScorAixò ho resumeix:
PD: Tot i que el llibre va ser fantàstic, crec que el tema podria haver-se reduït de més de set hores a només un parell. Aquest és el meu enllaç d’afiliació si voleu comprar el llibre.
