Are you trying to improve your offer and carry out well-thought-out marketing and advertising activities? Are you keen to increase sales but not seeing satisfactory results? If so, it is worth getting to know your customers better and testing consumer loyalty. This can be done with the so-called NPS (Net Promoter Score), a tool for assessing how attached buyers are to a particular company.
NPS satisfaction index - what is it?
Currently, the e-commerce industry is booming and still harbours a great deal of potential. Online sales are becoming more and more popular every month - more customers are finding out how convenient and fast it is to buy online. On the other hand, we must also bear in mind that competition is growing; so are consumer expectations. It is not enough to prepare an attractive promotion with a catchy slogan. In the maze of various advertising messages, it is becoming more and more difficult to gain the attention of the public.
If we want our online shop to be successful, we have to try to build long-term relationships with our customers and make their shopping experience as satisfying as possible. This is by no means an easy task. The Net Promoter Score (NPS) is a useful marketing tool that is very helpful in quality management (which will ultimately lead to increased shopper satisfaction and improved sales performance). The NPS indicator is based on one basic question: Would you recommend our services to your friends? On a scale of 0 to 10, the responses are divided into three groups: promoters, detractors and those who are indifferent to the brand surveyed. The results will therefore show how many customers are satisfied with the service, but we will also find out how many recipients have a bad opinion, which they are likely to pass on. The NPS survey also asks a complementary open-ended question, the function of which is to find out why the consumer chose a particular value.
NPS survey - success is simple
As we mentioned above, the NPS questionnaire consists of only two questions, which counts among its greatest advantages and guarantees its effectiveness. Why? Few people want to spend time filling out long forms and pondering over the answers. Long questionnaires are not the most effective. Two short and specific questions are enough to find out a lot about shoppers' satisfaction levels. We will also be able to quickly verify which aspects of our business need improvement. The NPS indicator is the best example of the fact that you do not always have to invest in expensive or complicated consumer surveys.
Net Promoter Score - how to calculate?
The user responds using a 10-point scale, where: "0" indicates a complete unwillingness to recommend the company, while "10" indicates the highest satisfaction and brand loyalty. On the basis of the collected questionnaires, we can divide respondents into three groups, namely promoters (answers in the 9-10 range), detractors (answers in the 0-6 range) and indifferent (answers in the 7-8 range). We can obtain the NPS indicator itself very easily: simply subtract the percentage of detractors from the percentage of promoters. We omit the percentage of indifferent people from the equation. The result can be either positive or negative in the range -100 (in which case we are dealing exclusively with detractors) to 100 (all those surveyed declare a strong desire to recommend the company to their friends). It is assumed that a good result is the one above 50. Although the calculation of the NPS indicator requires the omission of passive consumers, this does not mean that we do not need the data collected about them. It is passive consumers who should become the main target of future marketing activities.
NPS survey - what are the biggest benefits?
When it comes to running an e-commerce business, the satisfaction of internet users is of paramount importance - an ongoing check of customer satisfaction will definitely influence the development of an e-shop. So why should you use the NPS indicator? Its most important advantages are:
- usability - Thousands of companies around the world (including major corporations) conduct NPS surveys as part of their analysis of consumer behaviour in order to improve and develop the services they offer;
- simplicity and speed - one closed question is entirely sufficient to obtain reliable and useful results, and the answers obtained are in a clear, readable form;
- ease of analysis - The results obtained are easy to interpret, e.g. using a graph, and drawing conclusions is not a challenge either;
- the ability to identify strengths and weaknesses in customer service - A short NPS survey is able to tell us why consumers are not satisfied with their purchases from our shop and to point out all the positive aspects that are worth boasting about in an advertising message;
- multifunctionality - The NPS indicator makes it possible not only to measure customer satisfaction, but also to complement analyses of specific products or services - it can be used for both online and offline research.
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