实际公司使用净启动子得分结果的5种有趣方式

Think of NPS®, or Net Promoter Score, like rocket fuel. If you leave it alone, it won't do much. But when you load it into a responsive, proactive, customer-driven company: blast off.

The most successful companies are those that take NPS data and use it to fuel and direct their marketing strategies, customer success best practices, and even product development.

但是，在获得NP很容易的同时，知道如何最好地使用该信息只是什么。询问任何火箭科学家。许多高科技火箭都不到轨道。他们在发射垫上掉下了“笨拙”。

净发起人得分示例

净启动子分数是客户忠诚度指标，可衡量客户向朋友推荐产品或服务的可能性。

NP或净启动子得分是一个简单的指标。您要做的就是问客户：“以1-10的规模推荐该产品的可能性有多少？”任何得分9或10的人都是“促进者”。您的NP是通过从发起人数量中减去批评者数量并除以受访者总数来计算的。

在HubSpot的,我们使用NPS测量客户经验erience with our support teams. Here are two examples of NPS scores from our team and how they are used to improve our customer service.

Example #1

This NPS score is from a support case that was filed on behalf of a customer who needed help with designing a web page. Due to the structure of our support team at the time of the request, we, unfortunately, didn't have the bandwidth to meet this customer's expectations. We know we fell short because the customer stated they were "left feeling disappointed" from the interaction.

当然，这不是我们喜欢听到的，而是从这种反馈中出现的机会。这个NPS分数开设了一个渠道，用于我们团队与客户之间的持续沟通。

We now know exactly where we failed to meet thecustomer's needs, which allowed us to follow up with the customer to see if we could provide any additional support. Our product development teams now know that some customers benefit from an advanced design support team. By including an NPS score at the conclusion of support cases, our teams can solve for our customers using both short and long term solutions.

Example #2

Here's a Net Promoter Score we're a bit prouder of. When asked about our workflows tools, our rep not only provided an appropriate and effective HubSpot Academyarticle, but he also gave some thoughtful advice on how to best apply the resource. The customer is happy, we're happy. Call it a day, right?

Wrong. We can still use this feedback to improve our customer experience. From this NPS score, we learned which product documentation is useful for our customers. We can now analyze that resource and replicate its layout in future pieces of content. We also learned an effective way of communicating this content to the customer. Incustomer support，语言和措辞至关重要，因此我们可以将此票用作可能遇到类似情况的其他支持代表的参考。

为了帮助提供一些清晰度，我们想以非常有趣的方式向您介绍五家公司。在下面查看它们：

1. Polish Interactions with Prospects and Customers.

跟踪客户推荐您的可能性是迈向致力于改进的客户驱动文化的第一步。由于NPS不动，它会响应您的行动或无所作为而变化；它随趋势和竞争对手而动。

No one understands this better thanBill Macaitis，Slack的CMO，Zendesk的前CMO，也是Salesforce的在线营销和运营前高级副总裁。基本上，为地球上增长最快的公司创建营销团队是他的工作……NPS是他方法的核心部分。

In an interview withTomasz TunguzinSaaS Office Hours, Macaitis answered the question, "Which marketing metrics are most important?" with:

"One metric that most SaaS marketers don't measure frequently, but should, is Net Promoter Score. NPS measures the likelihood of customers to recommend the product. Best in class companies achieve a score of 70 on a scale of 100, but according to Zendesk data, the typical B2B software company achieves only 29.

NPS is aleading indicator of future growth.产品的倡导者数量越大，公司的客户收购成本越低，客户成功团队的收购成本就越高。”bob全站app

bob全站app公司示例：松弛

If you've been living in a cave you may not know that Slack ison fire。该公司一bob全站app直在创造创纪录的增长高点，gaining a $1 billion valuationin just a year. How? Through word-of-mouth marketing tracked by NPS.

In a live AMA,Macaitis summed it up like this：

"Every CEO should be able to answer this question: What are the top 3 reasons why people recommend and do not recommend your brand?"

Macaitis uses NPS to polish every interaction prospects and customers have with Slack, taking a holistic view of UX that includes not just customer service and sales, but things like online ads and their legal terms of service.

He says he's not satisfied by prospects signing up for Slack or becoming paying customers — the bar is set at whether they recommend it.

2. Create and Develop New Products.

NPS data is valuable to more than just your customer service team. For example, product development would be interested in hearing what customers have to say about specific features and updates. They could use this information to repair a broken product or for inspiration when creating a new version of your product.

This is where it's important to have ahelp deskthat categorizes support tickets as well as feedback responses. You can also sort responses by different keywords related to your products and bucket these scores into one file or category. Then, product development would have an active list of qualitative responses to monitor when new products are launched or if product failures occur.

Company Example: Magoosh

Magoosh, an online test prep company for the GRE, GMAT, TOEFL and SAT exams, also considers NPS to be among the most important metrics they track. They understand better than most that in order for their service to be successful, their customers have to be successful and achieve their goals outside of their product. As Peter Poer writes onMagoosh's blog：

"It helps us determine not only whether students like our customer service and user interface, but also how well our products prepare students for their exams. And most importantly it has been a reliable leading indicator of growth in word-of-mouth referrals – our largest marketing channel."

Magoosh NPS密不可分的ir customers perform on their real-world exams. This means that instead of asking the NPS question after purchasing their product, as most companies do, Magoosh had to wait until after the student took their exams and saw their final scores (which often aren't sent out for weeks after exams take place).

Poer went on to explain:

"The proof is in the pudding. You can't fully decide if you're willing to recommend Magoosh for GRE prep until you've taken the real GRE."

So, when Magoosh noticed that their NPS sank for their GMAT product, it was a red flag that something was very wrong. That dip in their NPS led them to discover that students were complaining that the scores they had on their Magoosh practice tests didn't match up with their real scores in the GMAT. Poer also spoke to this in his article:

“我们的算法告诉学生期望一个得分，但是对于某些人来说，他们的正式报告又回到了较低的情况下 - 显然是一个令人沮丧的经历。

我们确定我们需要修复分数预测算法更加准确，但是我们遇到了一个主要问题：是否有改进的算法显示出较低的预测分数会使学生感到沮丧吗？对于客户满意度而言，哪个更糟 - 学习时预测的分数较低，或者考试后令人失望的最终成绩？”

Magoosh had three problems:

1. They needed to make a change
2. That change could result in an even worse NPS
3. They wouldn't know for months, because of testing and results dates

Making a significant change that could tank their word of mouth marketing, and not knowing for months if it worked, was too great a risk. So, Magoosh modified their NPS gathering technique to deliver faster answers while students were still studying. They used an NPS tool calledWootric在他们自己的产品中询问NPS问题。然后，他们能够用一半的GMAT学生测试A/B的算法更改，并同时跟踪他们的“可能引用”评级。

The change in algorithm didn't end up demoralizing students, and when the change was implemented for all GMAT test-takers, their post-exam NPS scores improved dramatically.

3.减少潜在的流失。

Customer retention很重要，因为保留客户比获取新客户便宜得多。如果您出售开箱即用的产品，则希望客户是否将来需要购买类似产品。如果你是SaaSor subscription-based business, you want customers to renew their subscription and to continue work with your brand.

净启动子分数就像是潜在流失的警报系统。当客户不高兴时，他们可以通过您的NPS调查留下负面反馈。如果该调查与您的CRM同步，则可以将帐户经理和CSMS通知有关不愉快的客户，并在搅动之前与之调和问题。记住，只有26分之一unhappy customers will leave a negative review, making it extremely important to reach out to these customers who've taken the time to express their displeasure.

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Even though every customer won't tell you why they're unhappy, reviewing the NPS feedback from the ones who do will help you prevent churn altogether. Research shows that三分之一customers will leave your company after just one poor experience, and 91% will leave after two or three. So, it's important to learn from your mistakes quickly if you want to keep your customers around.

Company Name: Entelo

As a recruiting analytics software company,Entelo'spurpose is to help their customers achieve their recruiting goals. To do so, they have a designated Customer Success team, directed by Loni Spratt, who keeps careful tabs on NPS.

他们将每天改善客户体验的问题进行验证，无论是改善产品的大变化，还是可以帮助客户看到更多价值的小变化。但是，由于团队的主要任务之一是reduce churn, monitoringcustomer satisfactionand reacting quickly to complaints is of primary importance.

When Spratt first joined the company, Entelo was collecting NPS data as part of a bi-annual survey, making it nearly impossible to track how customers were doing in real-time. Serious customer satisfaction issues could go unidentified and unaddressed for months — and that's when customers bothered to respond to the survey at all.

Spratt now uses an in-app NPS tool to present the NPS question to their customers, which means customers can share their thoughts (or frustrations) instantly, as they experience them. More importantly, Spratt's team can respond to any issues the same day. As Spratt said in acase study interview：

“实际上，我们的一些客户对当否定评论发表时的反应速度感到震惊。我们肯定收到了评论，”哇。我一个小时前就这样做了。这是自动化的吗？“他们认为这真的很酷。”

Spratt的客户成功团队现在可以更准确地预测哪些客户最容易受到搅拌的风险，并可以采取行动以防止搅动发生。但这并不是他们如此紧密地跟踪NP所经历的唯一好处。

Entelo's sales department has also been getting in on the action by tracking which customers give high scores. They've found that these customers are more likely to be profitable targets for cross-sells and upsells. The marketing team appreciates the data too — they can identify their most satisfied customers for future case studies and use cases.

4. Communicate With Customers.

Feedback is an opportunity to communicate with yourcustomer base。每当客户提交审查时，他们都会对您的公司表现出真正的兴趣。bob全站app即使他们的评论完全负面，他们信息的核心目的是改善您的业务。

当您对NPS响应进行分类时，请确保对发起人和批评者进行响应。这两种类型的分数代表了两种完全不同的客户体验，因此您应该通过不同的后续计划来接近每个组。

For promoters, tell them that you appreciate their feedback and make sure there's nothing else you can do for them before you close their case. For detractors, try to determine how you can correct the problem and let the customer know that you're sorry for the inconvenience. It's important to work quickly with detractors before the customer looks to a competitor.

Company Example: HomeBase

当Homebase的创始人约翰·沃尔德曼（John Waldmann），员工安排软件的创始人意识到，他宁愿与客户一起采取的bob电竞官方下载个人，个人方法不会在他的快速成长的公司中进行扩展时，他搜索了下一个最好的事情：尽早采用NPS来跟踪NPSbob全站appcustomer feedback。他的advice对于其他企业主来说，“比您想象的要早。”

He uses NPS in a unique way, as a channel for open, constant communication between him and his users:

"The original intent with Net Promoter Score was to give us a more quantitative view of how are we doing on the product, but it's actually become a new channel of communication and feedback from users that we wouldn't have received otherwise."

Homebase serves two segments of users — business owners, and their employees. In other words, those who create schedules, and those who receive them.

For his customers to be successful, both sides of that equation have to be happy with his software, which requires a careful balancing act to not skew UX towards one side or the other.

To keep on top of making both sides happy, Homebase has built NPS surveys into their software as an integral part, and Waldmann delivers that NPS feedback to his team every week to alert them to issues that may arise and to keep product development focused and on target.

5. Demonstrate Your Dedication to Customer Success.

Your customers should know that you're deeply invested in their success. NPS helps your company demonstrate this investment by proactively asking for customer feedback which shows that you really care about improving their future experience.

The best way to demonstrate this investment is by following through on customer requests. If multiple customers are expressing their displeasure with a product or service, investigate the issue, and provide them with a clear resolution. Don't make promises you can't keep, and be transparent when you make mistakes. Customers appreciate sincerity because it shows that you have their best interest at heart.

Example Company: USAA

USAAembraces this concept as it's one of the top performing companiesranked by NPS.Additionally, all three of their service offers (banking, insurance, credit cards) were rankedin the top tenfor their distinctive product categories. This significantly benefits the company because USAA can show these rankings to their customers as a means to build credibility.

USAA also uses an internal NPS to develop their products and services. They created the企业的创新社区这鼓励员工提交新的想法。这使他们能够克服数据筒仓并从通常不参与该过程的部门中获得观点。

In aninterview, Lea Sims, USAA's VP of Employee Innovation, said the initiative gives employees the tools needed to be innovators because "innovation is everyone's job." This creates a win-win for USAA as it not only educates their employees, but it motivates them to create a better customer experience. USAA can then communicate that to their customers to show how their entire company is working towardscustomer success。

Net Promoter Score Best Practices

NPS可以provide highly valuable insight into your customer's needs as well as the roadblocks preventing you from meeting their needs. It's important that you get the most out of this feedback by effectively analyzing it. Here are some best practices to consider when implementing NPS on your teams.

1. Choose the best point of communication.

Getting customer feedback can be a lot harder than it sounds. Customers are busy, and they aren't always interested in taking the time to leave comments.

为了避免这种情况，请确保您在客户体验的逻辑上介绍NPS调查。考虑何时发生障碍，然后输入NPS调查，以确定您提供的解决方案是否实际上在起作用。如果正确计时，客户应该渴望告诉他们对您公司的感觉。bob全站app

Company Example: MasterClass

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MasterClass用户完成其中一门课程后，触发了NPS调查。这是理想的时机，因为该课程在用户的脑海中会很新鲜，因此他们将对课程课程是否有用提供现场反应。如果大师班等到客户返回下一堂课，他们可能不记得上一门课程的所有内容。

2. Follow up on your detractors.

When a customer leaves a poor score, it's an opportunity for your company to learn more about that customer. Follow up with that customer and start a dialogue about what went wrong with their customer experience. This not only demonstrates a clear dedication to customer success, but it helps your employees understand their target audience. They can get to know them on a personal level and have a better idea of what your customers want from your business.

Company Example: Groove

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这种反馈响应来自Groovecustomer service rep starts a productive conversation with the customer. She aligns with the customer's painpoint then offers a personalized solution to resolve the issue.

But, the rep doesn't force the premium offer, either. She asks if she can set it up for them, creating an opportunity to have a conversation with the customer about their experience. This makes her offer seem more sincere and less like a bribe to make up for the company's mistake.

3. Don't neglect your promoters.

When you get a good NPS score, it's easy to just celebrate and move on. However, these scores represent more than just a pat on the back. They can be used to promote your business as acustomer-centriccompany. Reach out to these customers, thank them for their review, and see if they would be willing to provide you with acustomer referral。

Company Example: Baremetrics

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Here's an example fromBaremetricsof a customer service rep thanking a promoter for leaving an NPS. The rep then kindly asks the customer to spread the word about the company and even provides a pre-written Tweet that the customer can simply copy and paste to their account. This is a great way to build stronger relationships with your loyal customers as well as leverage their experiences for customer advocacy.

4. Integrate NPS into your customer service analytics.

Since NPS provides you with a numerical score as well as a qualitative description, it's easy to integrate NPS into your current analytics system. You can organize and sort scores based on the descriptive comment, then use this information to identify patterns in consumer behavior. Using NPS along with internal resources like product usage reports can help your team understand why customers use specific tools or products while neglecting others.

Company Example: HubSpot

Here's an example of an NPS analytics dashboard setup through集线器服务Hub。It tells you how many people have viewed and completed the survey as well as what percentage of those responses are promoters vs. detractors. Having a live breakdown like this provides management with an overall view of NPS at the company-level, not just at the individual-level.

5. Use NPS with other feedback tools.

虽然NP是获得的有效手段customer feedback, it shouldn't be your only way to measure customer satisfaction. Some customers may be confused by the survey, or give you unclear descriptions of their problems. They may omit details that are vital to the scenario and create an inaccurate depiction of their experience.

It's not the customer's responsibility to provide clear or accurate feedback — it's your team's responsibility to fully assess each promoter and detractor score. By using NPS alongside other feedback tools, you can develop a more complete picture of the customer's experience.

bob全站app公司示例：hotjar

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hotjar使用这个漂亮的调查时,想要获得铁道部e qualitative feedback from their customers. Instead of asking users whether they'd recommend the product, they ask them what the company can do to "wow" them in the future. This provides the customer service team- 整个公司 -bob全站appwith actionable feedback for how they can improve user experience.

Net Promoter Score: A Simple Solution to a Complicated Problem

NPS is very simple, but that one question can be used in a multitude of ways by companies of any size to improve customer experience, reduce churn, and increase the number of delighted customers who become brand advocates.

Huge companies like Airbnb and Amazon use NPS. Quickly growing companies like Slack and Unbounce use NPS. Even small companies like Homebase and Entelo use NPS. And, of course, Hubspot uses NPS.

InSatmetrix消费者净推荐标准，将行业按平均NP排名，“软件和应用程序”细分市场排名较低 - 略高于健康保险，有线和互联网bob电竞官方下载服务提供商。显然，大多数软件公司都使用户bob电竞官方下载不满意，可能专注于获取目标而不是保留。

Consider this not as a warning, but as an opportunity. We may work within a crowded marketplace, but by using NPS, we have a chance to set ourselves apart.

Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.