Think about the last important purchases you made: a TV, a car, you last vacations... I bet that for most of them, you took advice from your friends or family. And that if someone recommended a product to you, your level of confidence in that recommendation was pretty high. Actually, we know that advice from our peers is among what has the most impact on our purchase decisions.
Being sure that people will recommend their product is one of the top priorities for companies. And so being able to measure that level of potential recommendations and act accordingly must be at the heart of companies strategy. This is where the Net Promoter Score can help.
What is the Net Promoter Score (NPS)?
The Net Promoter Score is a metric that helps you to measure the loyalty of your customers, on a scale from -100 to +100. It's calculated by asking customers with a simple question: "on a scale from 0 to 10, how likely are you to recommend us to a friend or a colleague?". With the NPS, you can spot improvement opportunities for your product, your service or any part of your relation with your customers.
Depending of the answer they give, your customers are placed in three categories:
- From 0 to 6, they are detractors of your company, and not likely to recommend it.
- From 7 to 8, they are passives.
- From 9 to 10, they are promoters of your company, and extremely likely to recommend it.
It's a great tool to measure an overall relationship between your customers and you.
How to measure your NPS with Screeb?
With Screeb, you can add a NPS type of question to your survey, from our questions library. Then, you can decide what happens depending on the score.
For example, if your customers gives you a bad NPS rating (between 0 and 6), you can add a Short Text question for them to explain why. You can also connect that bad answer to your CRM for your Customer Success team to know that this customer is at risk.
When to measure NPS?
A good moment to measure your NPS is after a few weeks of relationship with your customers. A month after them signing-up, for example. That way, you can track how satisfied they are with their onboarding. After that, we recommend that your track your score every quarter, or at least every semester, to see how it evolves over time.
Also, think about sharing this survey with various personas at your customers, to see how you're perceived among their organisation.
Understanding your NPS
NPS is calculated by subtracting the percentage of customers who gave a bad score (6 or less) from the percentage of customer who gave a good one (9 or 10). Doing that, you'll get a score between -100 and +100, the higher the better.
The best companies in the world have a NPS around 70: in 2018, Netflix had a NPS of 64, Apple 49, Amazon 54 and Paypal 63. But it widely varies from an industry to another.
On the other hand, any score below 0 shows that your companies have more detractors than promoters and that things should be fix. Once again, it has to be compared to the rest of your industry.
Discover how other companies are increasing NPS with Screeb.