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NPS: Are you doing it wrong? (Relate Live Sydney)

Lori Gauthier, Ph.D, Director of Marketing Research, Zendesk

Net Promoter Score (NPS) is the most frequently used—and misused—feedback tool employed today. Yet, NPS data, when mined effectively, can help organizations reduce churn, increase successful upselling, and spur organic growth. Join this session to learn a few simple strategies for getting the most out of your NPS data. Lori will explain how to use NPS ratings and free-form comments to identify customers who are most likely to churn, have the most easily remedied problems, or will be the most responsive to revenue generating efforts—information crucial to building long-lasting, valuable relationships.

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NPS: Are you doing it wrong? (Relate Live Sydney)

  1. 1. #RelateLive
  2. 2. Lori Gauthier, Ph.D. Zendesk Director of Marketing Research @datadocgauthier
  3. 3. #RelateLive NPS: Are You Doing It Wrong?
  4. 4. NPS Overview
  5. 5. NPS
  6. 6. Calculating NPS
  7. 7. Net Promoter Score = 7 40% Promoters 33% Detractors
  8. 8. Time-Tracking NPS
  9. 9. Recommendation Ratings NP Scores NPS Groups
  10. 10. 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
  11. 11. 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%
  12. 12. 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
  13. 13. Segmenting NPS
  14. 14. 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
  15. 15. who are your heavy hitters?
  16. 16. IndustrySize SMB MM Enterprise 46 32 25 Revenue $1k $2k $3k $4k 65 4442 70 Retail Finance Travel Gov't. 20 32 43 48 NPS by demo|firmographics
  17. 17. new support initiatives? justify budget with NPS:CSAT measure
  18. 18. Benchmarking NPS
  19. 19. one score: several meanings
  20. 20. NPS Text Analysis
  21. 21. 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
  22. 22. Usability Features Nothings Performance Capabilities Channels Apps Setup Design Price 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%
  23. 23. Usability Features Nothings Performance Capabilities Channels Apps Setup Design Price Support Competitors Upgrades Sales 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 8.2 7.7 6.8 8.1 7.3 8.4 7.8 9.29.2 7.8 8.4 7.3 8.1 6.8 7.7 8.2 6.8 7.0 8.9 6.0 7.3 8.9
  24. 24. NPS Follow Up
  25. 25. Collaborate across teams Identify common issues Create actionable goals
  26. 26. Promoters post online reviews recommend customers
  27. 27. Passives dissatisfied? don’t like to recommend? don’t have anyone to recommend to?
  28. 28. burn the churn!
  29. 29. NPS: It’s Complicated! But it doesn’t have to be.
  30. 30. Thank You! Questions? Contact me at lgauthier@zendesk.com or @datadocgauthier.
  31. 31. #RelateLive

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