nps: are you doing it wrong? (relate live sydney)
TRANSCRIPT
#RelateLive
Lori Gauthier, Ph.D.Zendesk Director of Marketing Research
@datadocgauthier
#RelateLive
NPS: Are You Doing It Wrong?
NPS Overview
NPS
Calculating NPS
Net Promoter Score = 7
40% Promoters 33% Detractors
Time-Tracking NPS
Recommendation Ratings
NP Scores
NPS Groups
quarterly net promoter scores
Q1 (n:1011)
Q2 (n:1048)
Q3 (n:1056)
Q4 (n:1085) 57
64
57
51
57.25
-100 1000
Not at all likely
Extremely likely
quarterly NPS groups
Q4 (n:1085)
Detractor Passive Promoter
10% 24% 67%
Q3 (n:1056) 8% 19% 72%
Q2 (n:1048) 10% 25% 66%
Q1 (n:1011) 13% 23% 64%
quarterly ratings
Q4 (n:1085) 3%2% 4% 8% 16% 19% 48%
Q3 (n:1056) 4% 1%3% 7% 12% 25% 47%
Q2 (n:1048) 4% 3% 3% 8% 17% 20% 46%
Q1 (n:1011) 2%8%3% 6% 17% 22% 42%
0-4 5 6 7 8 9 10
Segmenting NPS
slice +
dice
churn risk chart revenue vs. NPS to identify at-risk income
support initiatives compare support metrics with NPS to direct future support
demographics identify how NPS differs by
customer dem|firmographics
strategic accounts determine which accounts
need the most attention
who are your heavy hitters?
IndustrySize
SMB MM Enterprise
46
32
25
Revenue
$1k $2k $3k $4k
65
4442
70
Retail Finance Travel Gov't.
20
32
4348
NPS by demo|firmographics
new support initiatives? justify budget with NPS:CSAT measure
Benchmarking NPS
one score: several meanings
NPS Text Analysis
Ease of Use
Feature
Design
Product
Price
Support
Mobile
Customization
Speed
Availability
Reliability
-60 -45 -30 -15 0 15 30 45 60
9
-25
-45
25
42
55
16
-39
16
16
47
Usa
bilit
y
Feat
ures
Not
hing
s
Perf
orm
ance
Capa
bilit
ies
Chan
nels
App
s
Setu
p
Des
ign
Pric
e
34%25%25%22%20%
13%22%
6%11%6%
26%
31%31%30%31%
34%23%
35%26%28%
39%44%44%49%49%53%55%59%63%66%
Usa
bilit
y
Feat
ures
Not
hing
s
Perf
orm
ance
Capa
bilit
ies
Chan
nels
App
s
Setu
p
Des
ign
Pric
e
Supp
ort
Com
petit
ors
Upg
rade
s
Sale
s
1%2%2%2%5%6%6%7%8%10%11%11%
21%
35%
8.9
7.3
6.0
8.9
7.06.8
8.27.7
6.8
8.1
7.3
8.47.8
9.29.2
7.88.4
7.3
8.1
6.8
7.78.2
6.8 7.0
8.9
6.0
7.3
8.9
NPS Follow Up
Collaborate across teams
Identify common issues
Create actionable goals
Promoters
post online reviews recommend customers
Passives
dissatisfied? don’t like to recommend?
don’t have anyone to recommend to?
burn the churn!
NPS: It’s Complicated!But it doesn’t have to be.
Thank You!Questions? Contact me at [email protected] or @datadocgauthier.
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