How to use the results of the NPS survey: walkthrough

NPS is a Net Promoter Score, an index of consumer loyalty. It helps to know the opinion of customers about your product / business and, accordingly, to optimize work: to adjust development strategies, understand weak and strong points, partially check the accuracy of items from the SWOT analysis. The whole important theory is described in the article "NPS: Consumer Loyalty Index that every company needs to keep track of," and now consider what specifically can and should do with it.

The concept of Net Promoter Score (NPS) suggests that to get feedback from customers one question is enough: "Rate on a scale from 0 to 10, with what probability do you recommend our company / product to a friend or colleague, and why?".

In the article we will analyze the question on the example of the copywriting studio

Getting answers

You have sent a survey to customers and received answers. Some people will write a very vague feedback, some will point out specific errors, there are customers who immediately express their wishes regarding the improvement of the product / company and say what they are missing.

Important! It is better when the survey is sent to clients by the wrong specialist who usually contacts them. Otherwise, there is a chance that acquaintance itself and personal sympathy (professional-friendly relations) to the specialist who leads the project will affect the answers.

Typical answers look like this:

Segmentation

At this stage, each review is divided into 3 parts: sentences, minuses, pros.

suggestions - this is what your customers want to see. Not all proposals should be responded with enthusiasm, because the desire of the client and the needs of the business do not always coincide.

Minuses - this is what causes people negative and increases the number of critics (rated by 0-6 points) and neutrals (estimated by 7-8 points).

pros - these are your strengths, which should be emphasized in business development and which increase the number of promoters (estimated by 9-10 points).

This is a mistake - we can assume that the “positive” moments can be avoided. If you have been given good points for something, it means that this process is well established and is a kind of corporate standard. Pros are your competitive advantages, which you need to promote and use to the maximum.

Data after segmentation:

Analytics

Segmented - it's time to analyze. To do this, take each item from the columns "Advantages and disadvantages" and list:

  1. What does he mean?
  2. Who is responsible.
  3. Why it happened.
  4. How to fix (for cons) or how to strengthen (for pluses).
  5. What is profitable.
  6. What risks carries (for minuses).

Above, we have indicated that advantages are competitive advantages that need to be unwound. Let's look at an example.

Above in the table there is a plus "helps to figure out what is needed for the project." The manager, which is being discussed, explains the situation: the client came with a request for articles, the manager looked, assessed the situation, negotiated and advised not to make an order, but to go to the design studio and order infographics instead of text. That is, the manager refused an order that could bring instant profit to the business in favor of customer care and honesty. But in return, the company received a loyal client, who continues to go here with other projects and knows that he will be consulted and if they take to do, then do the right thing and well.

Conclusion? Deal with the situation at the planning meeting, deduction of morality and corporate value, if necessary, conduct training, introduce a new rule: you can abandon the project to the detriment of instant profit if it becomes clear during the approval process that texts for the client are not the most effective option.

What to do with the sentences? To begin to assess the relevance. For example, there is an unmet need “I want it to be possible to order SEO optimization of a site at once, and not just text content”.

As we consider an example of a copywriting studio, it looks like this:

  1. Taking a SEO employee is not an option, as this is a different business model (not a narrow company). Plus, the need is not regular: sometimes 5 requests come in a month, sometimes a whole quarter - silence.
  2. Denying customers is possible, but not necessary, because people are uncomfortable. You can find an outsource project manager and transfer orders to it.
  3. Benefits: customers are satisfied because their need is closed on the spot; the company receives a% of the transaction (if it wants) - this is an additional profit; Sooshnik is good, because from time to time he gets some quick work with hot clients.
  4. Further, risk management is included. What are the risks for you, your colleagues, employees, the company? And for the client? And for customer clients, if it is b2b? What are the quantitative and qualitative risks? And so on. If the decision is deemed appropriate, it is important to prescribe the procedure and test the process. If testing has shown good results - congratulations, the need is closed. If not - alas. For example, the second sentence (working without prepayment) does not pass a risk test and is rejected as too risky.

Each planned change is important to assess for risks.

Change planning

Minuses. Take a minus and see why he appeared and who is responsible. This will help to understand the weak points of the system and individual employees and correct the situation.

When analyzing the minuses do not rush to draw conclusions - first understand the situation in detail.

For example, one of the complaints about the service were too long answers. After analyzing the situation, it turned out that the manager responded consistently for a maximum of an hour to all messages (during working hours). If the message came during off-hours, then in the first hour of the working day the next day. After a more detailed customer survey, it turned out that he wanted to resolve issues promptly, in live mode, preferably by phone. Errors and guilt of the employee there. A minus turns into a sentence.

Cons can be a lot of different. To be engaged in everything at once is real only if you have a large and organized team. If it is not, it is better to do everything in stages. To do this, tasks are distributed by priority - and for this, it is also important to calculate the risks.

Look at the risks and divide the cons into three groups:

  1. High risk. These are critical, urgent tasks of high importance. If not corrected - the business will lose customers and money.
  2. Medium - the tasks are important, the urgency is smaller. If not corrected, it is possible, for example, a shortfall in profits. Painful but not fatal
  3. Low - tasks are not urgent. If not corrected, there will be inconveniences, but they will have a minimal effect on the process and the result.

By the way, tasks can be segmented by the Eisenhower matrix urgently / importantly / not urgently / not important, but the principle of distribution is still tied to risks. What happens if you take on the task later? And if you now throw at her the best specialists of the company? Should make it right now? And if you postpone for a month? Assess and prioritize to plan next steps.

After segmentation, take the first group — the critical risk group — and write the algorithm for correcting or optimizing the process. And then - as with any business process: assign responsible, empower, select the resource, mark the deadline and intermediate stages of control. You can run to work!

pros. Understand, praise responsible, and then use this plus to the maximum. Highlight the key points of this advantage, understand why customers like them and think about how to make them get the most customers. Some clients praised one particular service function, product, service? So, this really should be proud, it is useful for people. Offer it to the rest of the clients and think further about how to strengthen.

suggestions. Analyze each item, select what fits your business strategy. Assess the risks. Further, as with minuses: to register the procedure, to designate those responsible, and so on.

Important! Remember, clients collaborated with you without it and did not leave before, which means that this is not a priority. Proposals can be dealt with when you have closed all critical cons. Do not start with them - it is not advisable.

First, the main service, then buns.

Presentation

Simply optimizing work is good, but if you correctly present all changes, you can extract additional profit from the situation.

You can inform clients about changes in your company personally, or you can use common channels: through a blog or business pages in social networks.

For example, often cool posts work in the spirit of "received complaints about it, did so, corrected such errors. At the same time, they figured out how to modify such a thing, they did it. What do you say?"

So people will see an open and honest post. Potential customers will understand that your company really does something for customer care, does not ignore needs, develops - this is the motivation to contact you. Old customers will increase loyalty, which means that the number of promoters will increase. Plus, it is immediately a large amount of interesting content in the channels of communication with the public, regular updates of records and maintaining the life of the site or business page.

Further, with the usual communication with customers or with the next NPS survey, after receiving the assessment, you can continue the dialogue with customers and personally report on innovations. It works well personal letters in the spirit of: "Hello, iNamerek. Last time you indicated this and that. We did this and that, we know that last month you made an order for this with an updated process. Did you feel more comfortable / more useful / better? Are you satisfied with the changes?" .

In the same dialogues, you can present new features from the column of sentences - with them you can make an upsell in perspective: "... we also launched such a thing, it can be useful for your business. Have you already seen it? Do you want to test it?"

It is important not to cross the fine line between presentation and aggressive sales. Therefore, before writing a letter, consider how your new product is useful specifically for this client or his business.

We summarize

  1. All customer responses need to be segmented into pros, cons, and suggestions. After analysis, some of the disadvantages can be removed or go into the category of sentences.
  2. It is important to disassemble each item in detail, but the priority is to cons. They need to understand, highlight the priority / criticality of each and handle in the first place. Then you can deal with lower-priority minuses, and only then with pluses and suggestions.
  3. It is better not to do most changes behind closed doors, but to present them. New features can be introduced to customers through mass channels of communication or in person.
  4. Pros are your company's strengths that are important to customers. They need to be developed and distributed to all employees and departments.

Watch the video: How to create a Net Promoter Score NPS question with SurveyMonkey (October 2019).

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