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What is a Net Promoter Score (NPS)?
The Net Promotor Score (NPS) indicates your customers' willingness to recommend your company. Based on the score given, your customers are sorted into one of three groups; promoters, passives and detractors (see explanation below under "viewing the NPS-R results"). The overall score is a means to gauge customers' loyalty.
NPS-R(elational) vs NPS-T(ransactional)
There are two distinct ways of measuring your NPS:
On relational level (NPS-R)*
On transactional level (NPS-T)
The NPS-R is rather general and measures the willingness to recommend your company.
The NPS-T however, is more specific and measures the willingness to recommend based on completing a process or action. The score is calculated based on responses to a single question:
Based on your recent purchase, how likely are you to recommend (our product/ company/ service) to a friend or colleague?"
When to use NPS-T?
The NPS-T tells you how your customers feel about your brand/ company/ product/ service in relation to some form of interaction with your company. You use NPS-T if you want to measure a customer journey and not to evaluate a specific touchpoint.
The NPS-T is a standardized question and uses a 11-point scale, where 0 implies not at all - and 10 extremely likely;
How to set-up a NPS-T question?
Create a new form and select the Customer journeys category. You can start from the pre-built template (Online order experience (NPS-T)) or create a custom form:
The NPS-T is a fixed, non adjustable 11-point scale question. Answers differ from very unlikely (0) up-to very likely (10). The scale descriptions can be adjusted via the question settings:
The scores (0-10) are, by default, grouped into three categories:
Detractors (IF score is 0, 1, 2, 3, 4, 5, or 6)
Passives (IF score is 7 or 8)
Promotors (IF score is 9 or 10)
Viewing the NPS-T results
On the results page, navigate to 'Customer journeys'. All results are aggregated here under your form name.
The form results are compiled in an overview dashboard including;
NPS-T score
Number of respondents giving a certain score
Percentage of respondents giving a certain score
Graph with the score over-time
Average score split per device and operating system
If you have added additional questions to your NPS-T form, the answers to these questions are shown on the left hand side of the results overview.
Score calculation
Detractors (score 0 to 6) are detracted from the promotors (score 9, 10) and divided by the total number of answers to generate your NPS score:
Promoters (9 or 10)
Promoters are loyal, enthusiastic fans and sing your company’s praises to friends and colleagues. This group is most likely to remain customer and increase purchases over time.
Passives (7 or 8)
This group is "passively satisfied" because this they are satisfied—for now. Their repurchase and referral rates are up to 50% lower than those of promoters. Referrals are likely to be qualified and less enthusiastic. Most telling: if a competitor’s ad catches their eye, they may defect.
Detractors (0 to 6)
Detractors are unhappy customers and account for more than 80% of negative word-of-mouth. Amongst this group churn and defection rates are high. Their criticisms and bad attitudes diminish a company’s reputation, discourage new customers, and demotivate employees.