How to determine that the client is ready to recommend you to others, and to measure this indicator
His Work / / December 26, 2019
Using this tool, you will better understand how customers are satisfied with your product and that it is necessary to improve.
Sergey Krasnov
Consult CEO bureau "not dull finances».
In 2014, the Russian TV advertising first appeared in Apple smartphones - then it was iPhone 6 and iPhone 6 Plus. Prior to this Soup Company sold without traditional advertising on television. On the streets, as it is now, iPhone advertising, too, was not. A sale is still growing - for example, in 2013 Russia sold 1.57 million units, twice more than in 2012.
The fact that Apple chose the best advertising of all - word of mouth. The company better than the others enjoyed the fact that a satisfied customer - is an external marketing company.
Today we tell about the NPS index, which will help you to assess in figures how much people are willing to be your marketer. NPS - an abbreviation of the net promoter score, the term in the Russian language sounds like "index of consumer loyalty."
How to calculate NPS
- Offer customers: "Please rate how much you are willing to recommend our product, where 0 - is not ready, 10 - is ready."
- Sort out the responses received in three categories:
- 0-6 - unhappy;
- 7-8 - neutral;
- 9-10 - would recommend.
- Use the formula: (ready to recommend - Dissatisfied) / Total number of participants.
- Set the number to get the interest and NPS.
For example, you had a knitting workshop hook and asked participants to fill out a questionnaire. We got the results:
- 0-6 - 15 people;
- 7-8 - 30 people;
- 9-10 - 50 people.
NPS = (50 - 15) / 95 = 37%.
What NPS is considered good
Common graduation NPS:
- -100 to 0% - poor;
- 0-50% - is normal;
- 50-70% - good;
- 70-100% - excellent.
For example, NPS is BMW carsRecalling Cars and Restoring Trust: How Well Have BMW Fared? 46%, iPhone - 72%Apple's AirPods achieve 98% customer satisfaction in new study, Headphone AirPods - 75%. In 2016, the rating of the leading companies on the NPS in North America looked like this:
- USAA (Bank for US troops) - 80%;
- Costco (self warehouses network) - 78%;
- Nordstrom (department store chain) - 75%;
- Apple - 70%;
- Amazon - 69%;
- Southwest (airline) - 66%.
But keep in mind that the results greatly depend on the scale of the company, product and customer.
But Vadim bought iPhone X. To Vadim was pleased, Apple engineers have made the screen almost the entire front panel, stuck a 10-nanometer processor, introduced facial scanning system. When Vadim asked whether he is ready to recommend the phone, he answers: "Yes figs knows. Cool, of course, but this "monobrov" top - sucks. And iOS is not the same, when Jobs was better. " NPS as a result - 70%.
By itself, the NPS gives not so much, as it seems at first glance. NPS can compare their rates with the iPhone beading indicator and glad that he no longer courses. But do not dwell on it.
Most importantly - NPS regularly measure and evaluate its dynamics. You can even compare with direct competitors.
As NPS helps to improve product
I share your experience, how I use NPS. My company holds intensives for entrepreneurs - two days we tell them about the management of the business on the basis of figures. You can participate live and online. We have already held four intense and each define NPS - at the end of the second day give participants profile.
The main question in the questionnaire - "Evaluate how much you are willing to recommend our product, where 0 - is not ready, 10 - is ready." According to it, I think the NPS. This question is the main but not the only one.
I also ask the participants to assess the quality of the individual components Intensive: performances speakers, broadcasting organization. So I understand, due to what there is NPS and how to improve it.
Below - the results of the questionnaire for two intense. Pay attention to the assessment of the broadcast. When we saw the 18%, then started with the operators think that it was wrong and how to improve it. As a result of evaluation of broadcasting it rose from 18 to 50% and NPS - from 76 to 89%
And why not just ask for the product evaluation?
At NPS and easy evaluation of the product quality of different goals. NPS - this is about the recommendations and word of mouth. product quality to this effect, but not directly.
People may have a claim to the quality of the product, but they will still recommend it. Again, look at the sign Intensive - in both the quality of measurements was lower willingness to recommend. We interpret this: despite the shoals, helpful people.
A may be the reverse. For example, a grocery store in the house you are completely satisfied, but you will not tell your friends, "Wow, come necessarily in this store! To me there's milk in the evening after work, sell! "
Do not just NPS or the only score of the product quality. Consider both measures - the more so that it is convenient to do the same questionnaire.
see also
- How to attract customers to your website with the help of your crowd marketing →
- ABC analysis: how to find out on what makes the most business →
- 3 reasons why your business is not profitable →