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.

Recommendations from friends and family and online reviews are incredibly valuable to your customers. In fact,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。该统计数据意味着，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 peoplewhen it happens.

Nowadays, with the help of social media, your 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.

This is where the NPS®, or Net Promoter Score, comes in.

NPS is a typical benchmark that companies use to measure, evaluate and improve customer loyalty. NPS is different from other benchmarks, such ascustomer satisfaction scoreor客户努力得分, in that it measures a customer's overall sentiment about a brand, versus their perception of a singular interaction or purchase. If you're looking to take it one step further to find actionable insights to improve customer experience based on overall sentiment,Reputation Score。

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.

NPS Passive

Customers who answer the question with 7-8.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 Detractor

Customers who answer the question with 0-6.Detractors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, subtract the percentage of detractors (customers whowouldn'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.

NPS Analysis: 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 feedbackabout how you can improve. From there, you can source specific customer pain points and ways to improve their experience.

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 survey你可以问问题。你会注意到第一个刺ee 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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Based on the responses received, Mention sent out custom emails and offers to customers depending on their level of satisfaction (or lack thereof).

As you can see in the image below, promoters were offered a discounted upgrade to their product.

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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.

That's why we suggest an NPS survey with additional space for customers to leave specific comments about why they gave the score they did. That way, you can evaluate qualitative feedback about customers who might pinpoint specific things you can change to improve their experience with your product or service.

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, an online standardized test prep resource, NPS helped flag a customer complaint that contributed to a lower score and identified where to improve for the customer. Once a mismatched algorithm was identified in NPS data, Magoosh could double down on making it as helpful and accurate as possible for its customers, and its NPS improved by nine points as a result.

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%of respondents were more likely to purchase a product if a friend talked about it on social media or email.
• 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.

Airbnbused NPS data to predict future interactions with the service — such as rebooking or recommending to a friend — for over 600,000 users. It found that customers with an NPS score of 10 (promoters) were 13% more likely to rebook and 4% more likely to refer a friend than detractors.

Then, Airbnb analyzed other sources of customer feedback — such as host reviews and value ratings — and determined the NPS as the biggest predictor of future rebooking and referrals.

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4.它可以帮助您优先与批评者联系。

Detractors are those NPS survey respondents between a score of 0-6, indicating that they would likelynotbe 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.

When you receive NPS results, divide the responses into three categories, and analyze the reasonswhy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。

It could be a matter of misunderstanding or user error, or it could be a bigger-scale complaint that you alone can't solve, but by following up with detractors, you can make them feel heard and valued, and might make them less likely to churn — or worse, tell others that they shouldn't purchase from you.

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

Editor's note: This post was originally published in July 2017 and has been updated for comprehensiveness.