Customer Satisfaction, Net Promoter Score.
Why measuring customer satisfaction matters, and how the Net Promoter Score turns customer responses into a single, actionable loyalty metric.
To measure customer satisfaction is to seek to reveal and discover their attitudes and responses, which is a vital tool for the health of a business. Depending on the degree to which a product or service meets your expectations, and based on the experience with the brand, the customer will make some or other decisions. If everything is satisfactory, it aligns with your demands, if it even exceeds your expectations, then you will engage more with the firm and promote it.
Satisfaction, perceived with continuity and not only as something punctual, is configuring more loyal customers and who will recommend the business.
To consider how to measure customer satisfaction is to accept that what cannot be quantified or measured cannot be improved. It is important to discover what works and what does not. Thus, we can obtain information about: acceptance of the last product released; the relationship of a client, or a segment of them, with the brand; the perception of the company; satisfaction with the service experience; and the sections that most interest the web, app, etc.
The Net Promoter Score is a metric created in the 90s that is used as a way to forecast the behavior of people when they make purchases and make recommendations. The NPS is a question that works with 10 available points, for example it could be: "From 1 to 10, what is the probability that you recommend our service?"
The total number of people can be divided into three groups: Detractors — those responding from 0 to 6, indicating direct discontent with the company; not only will they not recommend your brand, it is very likely they will convince friends and family not to use your products or services. Neutral — those who answer 7 or 8, indicating it is unlikely they will recommend your company but they will not take negative actions either. Promoters — those who answer 9 and 10, indicating it is certain these people will recommend your brand.
Once these 3 groups exist within your results, you build the metric as follows: Net Promoter Score = % of Promoters − % of Detractors.
The percentage of Promoters subtracts the percentage of Detractors, leaving aside the percentage of Neutrals. If you have a high NPS it means there are more people recommending your company than those who discourage others from using your products or services; however, a negative and/or low NPS represents the opposite.