净启动子得分（NP）的终极指南

When I'm preparing to make a big decision — on a new apartment, a different job, or a vacation destination — I usually do two things:

我咨询互联网进行研究，然后问我的朋友和家人他们的建议。

Recommendations from friends and family and online reviews are incredibly valuable to your customers. In fact,91％的人定期或偶尔阅读在线评论，并且84％的信任在线评论与个人建议一样多。

Think about that for a second. This statistic means that even if you do everything right — from your logo to your blog posts to your marketing email subject lines —一个客户在您的品牌上的糟糕经验可能会使您付出新的业务。In fact, customers are more likely to talk about a bad experience with your brand than a good one — and they tell almost3倍when 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 collectingcustomer feedback并确定头痛的快速过程，这不仅是为了防止不良的客户体验和评论，还可以使您的客户感到非常高兴，以至于他们向朋友和家人推荐您的品牌。

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 as客户满意度得分或者customer effort score, in that it measures a customer's overall sentiment about a brand, versus their perception of a singular interaction or purchase.

笔记：You can also gather NPS results from your employees to understand their satisfaction and happiness working for your company.

要计算您的NP，您首先必须survey your customers。The NPS is the typical answer to the question "On a scale of 0 to 10, how likely are you to recommend to a friend?" The responses to this question can be categorized into three groups:

NPS Promoter

以9-10回答问题的客户。您可能可以从这些组的名称中推断出来，发起人是热情，忠实的客户，他们会向朋友介绍您的业务并吸引新客户。

NP被动

顾客who answer the question with 7-8.被动are indifferent and could become promoters — or they could switch to your competition.

NPS Detractor

用0-6回答问题的客户。Detractorsare unhappy customers, and not only are you at risk of losing them, but they could also do damage to your brand by sharing their bad experiences with other people.

To calculate Net Promoter Score, subtract the percentage of detractors (customers who不会推荐您）从发起人的百分比（客户将recommend you).

NPS Survey

获得高NP的关键是比批评者拥有更多的启动子 - 更多。

NPS分析：了解您的净启动子分数

Imagine you surveyed 100 customers. If 40% were detractors and only 50% were promoters, your NPS would be 10 (50% - 40% = 10). But if you surveyed your 100 customers and only 20% were detractors, your NPS score would jump up to 30 — representing a 20% greater chance your customers will recommend you to a friend.

始终如一地调查客户并学习如何与朋友和家人谈论您的公司，这有助于确定风险，机会领域和改善方式。bob全站app这就是为什么我们建议包括客户发表评论并留下定性反馈的空间如何改善。从那里,你可以苏rce specific customer pain points and ways to improve their experience.

定量反馈是我们上面提到的0-10评级问题的响应。定性反馈来自后续问题，之后得到了评级。这些问题更深入地深入了解客户最初的“原因”NPS rating。此外，您可能会询问有关客户在产品或服务方面的体验以及最常使用的功能的开放性问题。

让我们看一下这些例子NPS survey您可以问的问题。您会注意到前三个问题与定量发现有关，因为它们基于1-10的量表。最后四个调查问题是开放式的，并与定性发现或给定评级背后的“为什么”有关。

Now, let's take a look at why NPS is so important for the success of your business.

Why Is NPS Important?

1.衡量客户忠诚度。

客户NPS帮助品牌评估customer loyalty- 他们向朋友推荐您的可能性。它还有助于评估客户搅动的可能性 - 取消订阅或不回购和从其他公司寻求产品或服务。bob全站app

尽管您想吸引和转换新客户，但保留和授权现有客户的投资回报率更高。不用说，识别有搅拌的风险的客户是使之成为可能的关键方面，并且随着时间的推移，测量客户NPS可以帮助公司做到这一点。

Identifying Changes in NPS

Changes in the overall NPS give companies an idea of how likely it is the average customer will recommend you to a friend. But changes in the breakdown of scores — between promoters, passives, and detractors — also give customer success teams an indication of which direction theoverall NPS is trending。

例如，如果贬低者的数量减少并且被动次数增加，则可能意味着客户的感知正在积极趋势。但是，另一方面，启动子的减少和被动的增加可能表明客户流失和负面评价的风险。

客户NPS的变化可能是当前客户满意度状态的良好指标或危险信号，以及搅拌的潜在风险。

提到used NPS surveys to cut its churn rate in half — in just two months. Here is the NPS survey they sent out:

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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,被动者收到了免费试用/扩展iod, and detractors were thanked for their honesty — and asked how things could be improved.

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2. It identifies ways to improve.

客户可能会以低分甚至为0回答NPS问题。发生这种情况时很难 - 尤其是如果发生不止一次 - 但它也有机会将客户反馈零零并相应地改进产品或服务。

这就是为什么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.

当然，并非所有的反馈都会有所帮助 - 互联网上总是会有巨魔 - 但是有关错误，用户体验差（UX）或与客户成功经理进行不良电话的具体说明可能会迅速访问负责任的团队以解决。

在Magoosh, 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. It boosts referral marketing.

客户NPS使公司了解他们从快乐客户那里赚取建议的可能性 - 事实证明，这会带来很大的体重。

• 将公司服务评为“良好”的消费者是bob全站app38％的可能性to recommend that company.
• 近70％of respondents were more likely to purchase a product if a friend talked about it on social media or email.
• Referred customers have a寿命值高16％- 比其他人的投资回报率更高。

公司可以通过询问客户案例研究，推荐和在线评论来诱使潜在的新客户来利用推荐营销的力量。品牌大使和奖励计划又可以通过礼品卡，赃物或折扣来奖励客户忠诚度。

推荐营销可以是品牌和客户之间的共生安排，但是您需要确保首先拥有快乐的客户，而NPS结果可以帮助识别那些快乐的客户。

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. It helps you prioritize reaching out to detractors.

Detractors are those NPS survey respondents between a score of 0-6, indicating that they would likelynot愿意向他人推荐您的产品或服务。正如投资您的发起人可以为您的公司增长提供股息一样，专注于批评者也很重要。bob全站app

When you receive NPS results, divide the responses into three categories, and analyze the reasons为什么respondents chose their answers. It's important to follow up with your valued customers, but particularly if they flag a problem or issue they're having using your product or service.

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.

在HubSpot，我们建立了一个Slackbot，将NPS的响应和细节吸引到一个松弛频道中，该频道自动标记了客户的联系点，因此他们可以在进来时响应反馈，并与产品，客户，客户合作支持，以及客户成功团队共同努力解决该问题：

使用NP增长

Once you analyze NPS data and (hopefully) find many happy promoters, don't stop there. Open up a dialogue with happy customers and see if you can engage them in a referral program to keep them satisfied — and acquire more customers in the process.

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.

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