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خلاصه

آیا می توانید با استفاده از یک ابزار تعاملات خود را با مشتریان بالقوه و فعلی بهبود بخشید، محصولات جدید معتاد کننده توسعه دهید، احتمال ترک کردن مشتریان را کاهش دهید و تعهد خود را به موفقیت مشتری ثابت کنید؟ پاسخ مثبت است. ارائه امتیاز ترویج کننده شبکه (بخش 1) ما به شما امکان استفاده از تمام ویژگی های موثر چارچوب را می دهد و کسب و کار محور مشتری را اجرا می کند که رشد می کند.

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The Net Promoter Score (NPS) is a customer loyalty metric that measures customers' willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues. It is a powerful tool to gauge the overall customer satisfaction with a company's product or service and the customer's loyalty to the brand. Compared to other customer-centric business frameworks, NPS is simple, flexible, and easy to interpret. It provides a clear measure of a company's performance through its customers' eyes. It can be used to predict business growth and customer behavior. Unlike other complex metrics, NPS is straightforward and easy to understand, making it a popular choice among businesses.

Yes, several businesses have successfully utilized the Net Promoter Score (NPS) framework. For instance, Apple Inc. uses NPS to gauge customer loyalty and satisfaction. They consistently score high, indicating a strong customer-centric approach. Another example is Amazon, which uses NPS to measure customer experience and has consistently achieved high scores due to their focus on customer service. Lastly, Tesla Motors also uses NPS and has one of the highest scores in the automotive industry, reflecting their commitment to customer satisfaction.

The Net Promoter Score (NPS) can reduce possible churn and prove commitment to customer success by providing a clear metric of customer satisfaction. High NPS indicates that customers are likely to recommend the product or service, suggesting they are satisfied and less likely to churn. Conversely, a low NPS can highlight areas for improvement to increase customer satisfaction and reduce churn. Furthermore, actively using and improving NPS shows a company's commitment to customer success.

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برجسته های اسلاید

از این اسلاید برای گروه بندی و تجزیه و تحلیل مشتریان خود استفاده کنید. NPR آنها را به ترقی دهندگان (هواداران وفادار)؛ متعادلین (مشتریان راضی اما بی انگیزه) و مخالفین (مشتریان ناراضی که ممکن است برند شما را آسیب بزنند) تقسیم می کند.

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با این اسلاید، سوالات را مغز استرم کنید یا نظرسنجی NPR را نشان دهید و از مشتریان خود بخواهید تا محصولات و خدمات شما را ارزیابی کنند، بفهمید چقدر از محصول یا خدمات راضی هستند و چه چیزی را فکر می کنید می توانید بهبود ببخشید.

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Yes, there are numerous case studies that demonstrate the effectiveness of the Net Promoter Score (NPS) in improving customer satisfaction. Companies like Apple, Amazon, and Tesla have used NPS effectively to gauge customer loyalty and satisfaction. For instance, Apple's NPS score of 72 in 2020 is a testament to their customer-centric approach. Similarly, Amazon's NPS score of 62 in 2020 shows their commitment to customer satisfaction. These companies use feedback from the NPS to make improvements in their products and services, thereby increasing customer satisfaction.

The main components of the Net Promoter Score (NPS) are Promoters, Passives, and Detractors. Promoters are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

Companies can implement the Net Promoter Score (NPS) in their customer service operations by following these steps:

1. Identify the touchpoints: Determine when and where to ask for feedback. This could be after a purchase, a customer service interaction, or at regular intervals.

2. Design the survey: The standard NPS question is "On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague?" You can also include follow-up questions to understand the reasons behind the score.

3. Distribute the survey: This could be via email, on your website, or through a customer service interaction.

4. Analyze the results: Divide the respondents into Promoters (9-10), Passives (7-8), and Detractors (0-6). Subtract the percentage of Detractors from the percentage of Promoters to get your NPS.

5. Take action: Use the feedback to identify areas for improvement and make necessary changes.

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کاربرد

کسب و کارها از Net Promoter Score برای اندازه گیری رضایت مشتری و تضمین رشد استفاده می کنند. اینجاست که چگونه می توانید Net Promoter Score خود را محاسبه کنید، براساس نرم افزار توسعه نظرسنجی، SurveyMonkey.

در یک کلام، Net Promoter Score درصدی را بر اساس دسته بندی پاسخ دهندگان ارائه می دهد: مخالفین، متعادلین و ترقی دهندگان (که در بالا توضیح داده شده است). برای محاسبه درصد:

  1. تمام پاسخ های نظرسنجی را در یک صفحه اشکال (Excel یا Google Sheets) وارد کنید
  2. پاسخ ها را بر اساس دسته بندی مشتری تقسیم بندی کنید: مخالفین، متعادلین و ترقی دهندگان
  3. مجموع پاسخ ها از هر دسته را اضافه کنید
  4. برای دریافت درصد، مجموع دسته را بر تعداد کل پاسخ های نظرسنجی تقسیم کنید
  5. درصد کل مخالفین را از درصد کل ترقی دهندگان کم کنید و Net Promoter Score خود را بدست آورید
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The subtraction of the percentage total of Detractors from the percentage total of Promoters in the Net Promoter Score (NPS) is significant because it provides a clear measure of an organization's performance through its customers' eyes. It gives a clear understanding of customer loyalty and satisfaction. A high NPS indicates that more customers are promoters (loyal enthusiasts who will keep buying and refer others) than detractors (unhappy customers who can damage your brand through negative word-of-mouth).

A spreadsheet can be used in the calculation of the Net Promoter Score (NPS) by following these steps:

1. Enter all of the survey responses into a spreadsheet (Excel or Google Sheets).
2. Break down the responses by customer category: Detractors, Passives, and Promoters.
3. Add up the total responses from each category.
4. To get the percentage, take the category total and divide it by the total number of survey responses.
5. Subtract the percentage total of Detractors from the percentage total of Promoters to get your Net Promoter Score.

Customer categories play a crucial role in calculating the Net Promoter Score (NPS). The NPS is calculated based on responses from customers, which are categorized into three groups: Detractors, Passives, and Promoters. Detractors are unhappy customers who can damage your brand through negative word-of-mouth. Passives are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Promoters are loyal enthusiasts who will keep buying and refer others, fueling growth. To calculate NPS, subtract the percentage of Detractors from the percentage of Promoters.

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فرمول به این شکل است:

(تعداد ترقی دهندگان - تعداد مخالفین) / (تعداد پاسخ دهندگان) x 100

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مطالعات موردی

Slack

یک پلتفرم ارتباطی کسب و کار، Slack، از Net Promoter Score برای بهبود تعاملات شرکت با افق ها و مشتریان استفاده می کند. Slack یک مثال عالی برای نگاه کردن است زیرا رشد رکوردی را به دست آورد، با ارزیابی 1 میلیارد دلار در فقط یک سال، براساس HubSpot. شرکت توانست این را از طریق بهترین تکنیک بازاریابی که تا به حال وجود داشته است - کلمه از دهان؛ و دقیقا همان جایی است که Net Promoter Score وارد بازی می شود.

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Common challenges in applying the Net Promoter Score (NPS) include: difficulty in interpreting the score, lack of actionable data, and low response rates. To overcome these, companies can provide clear guidelines on how to interpret NPS, ensure that they are collecting detailed feedback along with the score, and improve response rates by making the survey short and easy to complete. It's also important to act on the feedback received to improve customer experience and subsequently, the NPS.

The Net Promoter Score (NPS) enhances Slack's business strategy by helping the company perfect its interactions with prospects and customers. NPS is a key performance indicator that measures customer loyalty and satisfaction. By using NPS, Slack can identify areas of improvement and take necessary actions to increase customer satisfaction. This, in turn, promotes positive word-of-mouth marketing, which has been instrumental in Slack's rapid growth and success.

The main components of the Net Promoter Score (NPS) are Promoters, Passives, and Detractors. Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand through negative word-of-mouth.

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بیل مکایتیس، مدیر بازاریابی اصلی Slack، از Net Promoter Score برای بهبود هر تعامل احتمالی و موجود مشتریان با محصول Slack استفاده می کند، با تأکید بیشتر بر دیدگاه جامع تجربه کاربر (UX)، که به معنای در نظر گرفتن نه تنها خدمات مشتری و فروش، بلکه به عنوان مثال، ظاهر تبلیغات آنلاین و شرایط قانونی خدمات آنها است.

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The Net Promoter Score (NPS) is a valuable tool for organizations as it provides insights into customer loyalty and satisfaction. It helps in identifying the promoters, passives, and detractors, thereby enabling the organization to improve its products or services based on the feedback. NPS can also be used to benchmark performance against competitors and track improvements over time. It can influence various aspects of an organization, from customer service to sales, and even the appearance of online ads and legal terms of service.

The Net Promoter Score (NPS) can make a Kano Diagram more accurate by providing insights into customer satisfaction and loyalty. NPS measures the willingness of customers to recommend a company's products or services to others. It can be used as an input to the Kano Diagram to identify features that are delighters, satisfiers, or dissatisfiers. By integrating NPS data into the Kano Diagram, businesses can better understand what features or improvements will have the most impact on customer satisfaction and loyalty.

The Net Promoter Score (NPS) takes into account various aspects of a business. Primarily, it focuses on customer satisfaction and loyalty. It measures the willingness of customers to recommend a company's products or services to others. It is used to gauge the customer's overall satisfaction with a company's product or service and the customer's loyalty to the brand. NPS can also reflect the customer's overall experience with the company, including customer service, sales, and even aspects like the appearance of online ads and their legal terms of service.

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مکایتیس می گوید که در حالت ایده آل، مدیران اجرایی ارشد (CEO) باید همیشه بدانند سه دلیل برتری که مردم برای توصیه و عدم توصیه برندشان هستند. به همین دلیل، یکی از شاخص های عملکرد کلیدی (KPI) مهمی که مکایتیس استفاده می کند، تنها تعداد تبدیل ها نیست، بلکه آیا مشتریان تبدیل شده یا نه، محصول را به همکاران، دوستان و خانواده خود توصیه می کنند یا خیر.

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USAA

شرکت Fortune 500، انجمن خدمات اتومبیلی متحد (USAA)، از Net Promoter Score برای اثبات تعهد شرکت به موفقیت مشتری استفاده می کند. USAA یک ابزاری را به نام "Innovation Community for Enterprise" ایجاد کرد، که به عنوان یک مرکز ایده برای تمام کارمندان USAA عمل می کند. این ابزار تعاملی به شرکت اجازه می دهد تا از داده های سیلو (گروه هایی از داده های خام که توسط یک بخش قابل دسترسی هستند اما از بقیه سازمان جدا شده اند، بر اساس HubSpot) جلوگیری کند و دیدگاهی را از بخش های مختلفی که معمولاً در فرآیند شرکت نمی کنند، بدست آورد.

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"Innovation Community for Enterprise" نه تنها کارمندان را آموزش می دهد بلکه آنها را برای ایجاد تجربیات بهتر مشتری تشویق می کند. سپس شرکت می تواند به مشتریان خود ثابت کند که تمام سازمان به موفقیت مشتری اختصاص یافته است. معاون رئیس جمهور USAA در زمینه نوآوری کارکنان، لیا سیمز، یک بار در یک مصاحبه برای گزارش سان آنتونیو گفت که در USAA، "نوآوری وظیفه همه است.""

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