Why use the Net Promoter Score (NPS)?
Net Promoter Score (NPS) is a management tool that can be used to measure the loyalty of a firm's customer relationships. It will help you better understand how your services are perceived and if the users are happy about it.
It serves as an alternative to traditional customer satisfaction research and claims to be correlated with revenue growth. NPS has been widely adopted with more than two-thirds of Fortune 1000 companies using the metric.
What is the Net Promoter Score (NPS)?
The tool aims to measure the loyalty that exists between a provider and a consumer. The provider is the entity that is asking the questions on the NPS survey. The consumer is the customer, employee, or respondent to an NPS survey. The Net Promoter Score is calculated based on responses to a single question:
“How likely is it that you would recommend our company/product/service
to a friend or colleague?”
The scoring for this answer is based on a 0 to 10 scale.
Those who respond with a score of 9 to 10 are called Promoters and are considered likely to exhibit value-creating behaviors, such as buying more, remaining customers for longer, and making more positive referrals to other potential customers.
Those who respond with a score of 0 to 6 are labeled Detractors, and they are believed to be less likely to exhibit the value-creating behaviors.
Responses of 7 and 8 are labeled Passives, and their behavior falls between Promoters and Detractors.
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. For purposes of calculating a Net Promoter Score, Passives count toward the total number of respondents, thus decreasing the percentage of detractors and promoters and pushing the net score toward 0.
An NPS can be as low as −100 (every respondent is a "detractor") or as high as +100 (every respondent is a "promoter"). A positive NPS (i.e., one that is higher than zero) is generally deemed good, and an NPS of +50 is generally deemed excellent.
How do I enable the capturing of NPS?
- Within the Cleeng Dashboard, you go to the section Customer Relationship and then select, the subsection NPS.
- On that page, you’ll see a green button, called ‘Add NPS to Email’. When you click on the button a pop-up appears with a string of embedded code.
- You copy the embedded code and add it to the code of the email template of the marketing campaign that you want to share with your audience. By adding the code in the email templates source code, the NPS question bar will appear in the email template.
Fig.1. Embedded code in NPS dashboard
When the subscriber receives the email, incl. the NPS bar, the subscriber can then share their view of your platform by clicking on the number they grade your platform on.
Fig.2. Example NPS bar
After sharing that grade the subscriber is being redirected to a capture page where a follow-up question is asked:
“How can we improve your experience?”
The answer to this question on the capture page provides you some context on why the subscriber gave you that grade.
Note: The design of the design page automatically takes over the background and logo that you installed for the checkout pages when you designed it in our dashboard.
Fig.3. Example of follow-up question capture page NPS. The design is the same as the checkout page and done automatically.
- For any further questions, please contact the Cleeng Customer Success Team