The Ultimate Guide to Your Net Promoter Score (NPS)

当我准备做出重大决定时 - 在新公寓，不同的工作或度假胜地 - 我通常会做两件事：

I consult the internet to conduct research, and I ask my friends and family what they'd recommend.

朋友，家人和在线评论的建议对您的客户来说是非常有价值的。实际上，91 percent of peopleregularly or occasionally read online reviews, and84 percent trust online reviews个人建议。

这点考虑一下吧。该统计量意味着即使您做的一切正确 - 从徽标到博客文章再到营销电子邮件主题行 -one customer's bad experience with your brand could cost you new business。实际上，客户更有可能谈论与您的品牌相比，与一个好品牌相比，他们几乎告诉3X as many people当它发生时。

如今,社交媒体的帮助下,你的customers can quickly share recommendations — and negative reviews — with their entire networks with just the press of a button. This makes collecting客户的反馈意见and identifying headaches a quick process which is not only to prevent bad customer experiences and reviews but also to make your customers so happy that they recommend your brand to friends and family.

这是NPS®或净启动子得分进出的地方。

NPS是公司用来衡量，评估和提高客户忠诚度的典型基准。NP与其他基准不同，例如customer satisfaction scoreor客户努力得分，因为它衡量了客户对品牌的总体情绪，而不是他们对奇异互动或购买的看法。

Note:您还可以收集员工的NPS结果，以了解他们对公司的满意度和幸福感。bob全站app

To calculate your NPS, you first have to调查您的客户。NPS是“以0到10的规模，您推荐给朋友的可能性？”的典型答案。对这个问题的回答可以分为三组：

NPS启动子

Customers who answer the question with 9-10. As you might be able to infer from the names of these groups,promotersare enthusiastic, loyal customers who will tell their friends about your business and bring in new customers.

NPSPassive

以7-8回答问题的客户。Passives无动于衷，可能会成为发起人 - 或者他们可以转向您的竞争。

NPS批评者

Customers who answer the question with 0-6.批评者是不满意的客户，您不仅有失去他们的风险，而且他们还可以通过与他人分享他们的不良经历对您的品牌造成损害。

计算净启动子得分，减去批评者的百分比（客户wouldn'trecommend you) from the percentage of promoters (customers whowould推荐您）。

NPS调查

The key to achieving a high NPS is having a greater number of promoters than detractors — a lot more.

NPSAnalysis: Understanding Your Net Promoter Score

想象一下您调查了100个客户。如果40％是批评者，只有50％是启动子，则您的NP为10（50％-40％= 10）。但是，如果您调查了100个客户，只有20％是批评者，那么您的NPS得分将跳至30个，这是您的客户将您推荐给朋友的20％的机会。

Consistently surveying customers and learning how they talk about your company to friends and family helps identify risks, areas of opportunity, and ways to improve. That's whywe recommend including space for customers to comment and leave qualitative feedback关于如何改进。从那里，您可以找到特定的客户痛点和改善其体验的方法。

Quantitative feedback is the response to the 0-10 rating question we mentioned above. Qualitative feedback comes from follow-up questions after that rating has been provided. These questions dive deeper into the “why” behind a customer's initialNPS等级。Additionally, you may ask open-ended questions about the customer’s experience with your product or service and the features they use most frequently.

Let's take a look at some examples of theseNPS调查questions you can ask. You'll notice the first three questions relate to the quantitative findings since they're based on a scale of 1-10. The final four survey questions are open-ended and relate back to the qualitative findings, or the "why" behind the ratings given.

现在，让我们看看为什么NPS对于您的业务成功如此重要。

为什么NPS很重要？

1. It measures customer loyalty.

Customer NPS helps brands evaluate客户忠诚度— and the likelihood of them recommending you to a friend. It also helps evaluate the likelihood of customers churning — canceling their subscription or not repurchasing and seeking out a product or service from a different company.

While you want to attract and convert new customers, retaining and empowering existing customers has an even higher ROI. Needless to say, identifying customers at risk of churning is a key aspect of making this possible, and measuring customer NPS over time helps companies do just that.

识别NP的变化

整体NPS的变化使公司了解普通客户会向您推荐您的朋友的可能性。但是，在发起人，被动和批评者之间的分数分解的变化也使客户成功团队表明哪个方向总体NP正在趋势。

For example, if the number of detractors decreases and the number of passives increases, that could mean that customer perception is trending positively. But a decrease in promoters and an increase in passives, on the other hand, could indicate a risk of customer churn and negative reviews.

Changes in the customer NPS could be a good indicator — or red flag — of the current state of customer satisfaction — and the potential risk of churn.

Mention使用NPS调查将其流失率降低了一半 - 仅在两个月内。这是他们发送的NPS调查：

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根据收到的响应，提及向客户发送的自定义电子邮件和要约，具体取决于他们的满意度（或缺乏）。

如下图所示，向发起人提供了对其产品的折扣升级。

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然后，被动人士获得了延长的免费试用期，并感谢批评者的诚实 - 并询问如何改善事情。

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2.它标识了改进的方法。

Customers might answer the NPS question with a low score, or even a 0. It's tough when that happens — especially if it happens more than once — but it also presents an opportunity to zero in on customer feedback and make product or service improvements accordingly.

这就是为什么我们建议对客户进行额外空间的NPS调查，以便客户留下有关他们为何获得分数的具体评论。这样，您可以评估有关客户的定性反馈，这些反馈可能会查明您可以更改的特定内容，以改善他们在产品或服务方面的体验。

Sure, not all feedback will be helpful — there will always be trolls on the internet — but specific notes about bugs, poor user experience (UX), or a bad call with a customer success manager could be quickly routed to the responsible team to address.

Atmagoosh，NPS是一个在线标准化的测试准备资源，帮助标记了客户投诉，该投诉促成了较低的分数并确定了在哪里改善客户。一旦在NPS数据中确定了不匹配的算法，Magoosh就可以使其对客户尽可能有用和准确，因此其NPS的提高了9点。

3.它促进推荐营销。

Customer NPS gives companies an idea of how likely they are to earn recommendations from happy customers — which, as it turns out, carry a lot of weight.

• Consumers who rate a company’s service as “good” are38% more likely推荐该公司。bob全站app
• Nearly 70%如果朋友在社交媒体或电子邮件中谈论它，则更有可能购买产品。
• 推荐客户有一个16% higher lifetime value— and greater ROI — than others.

Companies can harness the power of referral marketing by asking for customer case studies, testimonials, and online reviews to tempt potential new customers. And brand ambassador and incentive programs can, in turn, reward customer loyalty with gift cards, swag, or discounts.

Referral marketing can be a symbiotic arrangement between brands and customers, but you need to make sure you have happy customers first, and NPS results can help identify those happy customers.

Airbnb使用NPS数据来预测60万用户的未来与服务的交互（例如重新预订或推荐给朋友）。它发现，NPS得分为10（发起人）的客户重新预订的可能性高13％，而推荐朋友的可能性比批评者高4％。

然后，Airbnb分析了其他客户反馈的来源（例如主机评论和价值评分），并确定了NPS作为未来重新预订和转介的最大预测指标。

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4.它可以帮助您优先与批评者联系。

批评者是NPS调查受访者在0-6分之间的受访者，表明他们可能很可能不是be willing to recommend your product or service to others. And just as investing in your promoters can offer dividends for your company's growth, focusing on detractors is important, too.

当您收到NPS结果时，将答复分为三类，并分析原因why受访者选择了答案。跟进您有价值的客户很重要，但尤其是如果他们提出了正在使用您的产品或服务的问题或问题。

这可能是误解或用户错误的问题，或者可能是您一个人无法解决的更大规模的抱怨，但是通过跟进批评者，您可以使他们感到被听到和重视，并且可能会使它们的可能性降低了搅动 - 或更糟糕的是，告诉其他人他们不应该向您购买。

Here at HubSpot, we've built a Slackbot that pulls in NPS responses and details into a Slack channel that automatically tag's the customer's point of contact, so they can respond to feedback as it comes in, and collaborate with people on the product, customer support, and customer success teams to work collaboratively to solve the issue:

Use NPS to Grow Better

一旦您分析了NPS数据并（希望）找到许多快乐的发起人，请不要止步于此。与快乐的客户进行对话，看看您是否可以参与推荐计划，以使他们满意，并在此过程中获得更多客户。

净启动子，净启动器系统，净启动子得分，NP和与NPS相关的表情符号是Bain＆Company，Inc。，Fred Reichheld和Satmetrix Systems，Inc。的注册商标。bob全站app

编者注：该帖子最初于2017年7月发表，并已更新以进行全面性。