Use Net Promoter Scores to gain customer loyalty insights and identify room for improvement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 06, 2019, 11:31 AM UTC

Brands can also use referral marketing to evaluate their NPS.

A Net Promoter Score (NPS) is a customer satisfaction rating which assesses the likelihood of customers recommending a given brand to their friend. NPS is calculated by asking questions that are based on a 0 to 10 scale and then classifying customers as “promoters”, “passives” and “detractors” depending on their responses.

NPS survey questions should be framed in a manner that gathers quantitative and qualitative responses. Quantitative questions focus on the 0 to 10 rating system, whereas qualitative ones find out the reason behind the customers’ ratings.

An NPS can help brands understand their customer loyalty, causes of customer turnover and areas of improvement. However, this system isn’t “specific enough” and also requires actionable follow-up plans after having received results of a NPS survey.

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