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Sinopse

Você pode melhorar as interações com clientes potenciais e atuais, desenvolver novos produtos viciantes, reduzir possíveis desistências e provar seu compromisso com o sucesso do cliente com apenas uma ferramenta? A resposta é sim. Nossa apresentação Net Promoter Score (Parte 1) permite que você utilize todas as características eficazes do framework e conduza um negócio centrado no cliente que prospera.

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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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Destaques do slide

Use este slide para agrupar e analisar seus clientes. O NPR divide-os em Promotores (entusiastas leais); Passivos (clientes satisfeitos, mas não entusiasmados) e Detratores (clientes insatisfeitos que podem potencialmente prejudicar sua marca).

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Com este slide, faça um brainstorm das perguntas ou apresente a pesquisa NPR e peça aos seus clientes para avaliarem seus produtos e serviços, descubra o quão satisfeitos eles estão com o produto ou serviço e o que eles acham que você poderia melhorar.

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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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Aplicação

As empresas usam a Pontuação Net Promoter para medir a satisfação do cliente e garantir o crescimento. Veja como calcular sua Pontuação Net Promoter, de acordo com um software de desenvolvimento de pesquisas, o SurveyMonkey.

Em resumo, a Pontuação Net Promoter fornece uma porcentagem, baseada na categoria em que os respondentes se enquadram: Detratores, Passivos e Promotores (explicados acima). Para calcular a porcentagem:

  1. Insira todas as respostas da pesquisa em uma planilha (Excel ou Google Sheets)
  2. Divida as respostas por categoria de cliente: Detratores, Passivos e Promotores
  3. Some as respostas totais de cada categoria
  4. Para obter a porcentagem, pegue o total da categoria e divida pelo número total de respostas à pesquisa
  5. Subtraia o total percentual de Detratores do total percentual de Promotores e obtenha sua Pontuação Net Promoter
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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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A fórmula é:

(Número de Promotores – Número de Detratores) / (Número de Respondentes) x 100

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Estudos de caso

Slack

Uma plataforma de comunicação empresarial, o Slack, usa a Pontuação Net Promoter para aperfeiçoar as interações da empresa com prospects e clientes. O Slack é um ótimo exemplo a ser observado porque alcançou um crescimento recorde, obtendo uma avaliação de $1 bilhão em apenas um ano, de acordo com o HubSpot. A empresa conseguiu isso através da melhor técnica de marketing que já existiu – o boca a boca; e é exatamente aí que a Pontuação Net Promoter entra em jogo.

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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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Bill Macaitis, Diretor de Marketing do Slack, usa a Pontuação Net Promoter para melhorar cada interação que os clientes potenciais e existentes têm com o produto Slack, colocando ênfase extra em uma visão holística da experiência do usuário (UX), o que significa levar em conta não apenas o atendimento ao cliente e as vendas, mas também, por exemplo, a aparência dos anúncios online e seus termos legais de serviço.

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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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Macaitis diz que idealmente, os Diretores Executivos (CEOs) devem sempre saber quais são as três principais razões pelas quais as pessoas recomendam e não recomendam sua marca. É por isso que um dos principais Indicadores Chave de Desempenho (KPI) que Macaitis usa não é apenas o número de conversões, mas se os clientes convertidos recomendam o produto para seus colegas, amigos e familiares.

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USAA

A empresa Fortune 500, United Services Automobile Association (USAA), utiliza a Pontuação Net Promoter para provar o compromisso da empresa com o sucesso do cliente. A USAA criou uma ferramenta, chamada "Comunidade de Inovação para Empresas", que funciona como um centro de ideias para todos os funcionários da USAA. Esta ferramenta interativa permite que a empresa evite silos de dados (grupos de dados brutos que são acessíveis por um departamento, mas isolados do resto da organização, segundo o HubSpot) e ganhe perspectiva de vários departamentos que normalmente não participam do processo.

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A "Comunidade de Inovação para Empresas" não apenas educa os funcionários, mas também os motiva a criar experiências de cliente melhoradas. A empresa então pode provar aos seus clientes que toda a organização está dedicada ao sucesso do cliente. Lea Sims, Vice-Presidente de Inovação de Funcionários da USAA, uma vez disse em uma entrevista para o San Antonio Report que na USAA, "a inovação é o trabalho de todos."

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