net promoter scores (nps), tracking customer loyalty and ux

Mat Walker - UXCamp Brighton November 2014

HOW LIKELY IS IT THAT

YOU WOULD RECOMMEND

THIS TALK TO A FRIEND?Net Promoter Scores and tracking customer loyalty

@mat_walker UXCamp Brighton November 2014


Frederick F.

ReichheldCreator of the Net

Promoter Score

(NPS)


– Frederick F Reicheld,

“The One Number You Need to Grow” Havard Business Review

(December 2003)

“Most customer satisfaction surveys aren’t very

useful. They tend to be long and complicated,

yielding low response rates and ambiguous

implications that are difficult for operating

managers to act on. Furthermore, they are rarely

challenged or audited because most senior

executives, board members, and investors don’t

take them very seriously. That’s because their

results don’t correlate tightly with profits or

growth.”


Customer Loyalty = Company Growth


How likely is it that you would recommend our company/product/service to a friend or colleague?



1 2 3 4 5 6 7 8 9 100



1 2 3 4 5 6 7 8 9 100

Passives PromotersDetractors



1 2 3 4 5 6 7 8 9 100

Passives PromotersDetractors

Detractors (%) - Promoters (%) = NPS Score

(Max NPS Score = +100

Min NPS Score = -100)


30 100 10

140 people answered the question “On a scale of 0-10 how likely would you be to recommend this product to a friend?”

Detractors Passives Promoters


42% 14%

Detractors Passives Promoters


42% 14%

Detractors Promoters


-42%

Detractors

14%

Promoters


-

NPS Score = 28

14%

Promoters

42%

Detractors


So What?


-22.5

-11.25

0

11.25

22.5

33.75

August September October November


WHAT ARE THE

ADVANTAGES OF NPS?• Easy to understand measure of loyalty


WHAT ARE THE


• Potentially high response rate


WHAT ARE THE



• Gets senior stakeholders thinking about their

customers


WHAT ARE THE




customers

• Continuous measurement and recording


WHAT ARE THE




customers

• Continuous measurement and recording

• Seen as a replacement for traditional surveys


Now for the BAD


– Micah Solomon, Forbes

Magazine, October 2014

“Various research,

including the work that

provides the conceptual

basis for the entire Net

Promoter Score

methodology, has found

a weak link at best

between a self-reported

satisfied customer and

repeat purchases from

that customer.”


Motivations


NPS + UX


• Quality

• Value

• Ease of Use

THREE ADDED QUESTIONS


Percent Satisfied

Fix Expand

MaintainLow Gain

• Ease of use

• Quality

• Value


Have you recommended UserVoice to anyone?

• No

• Yes, and this is how I described it: ______


Who is doing NPS well?


SUMMARY

• NPS is a simple tool for measuring and tracking customer

loyalty/ satisfaction/ happiness…

• …If its implemented correctly and at the right time

• Online it can be used to gain feedback at key points in the

user journey

• Have an aggregated score and a more detailed score

• Add additional metrics to gain further insight to the score


Thanks! :)@mat_walker | [email protected] | www.matwalker.co.uk

mailto:[email protected]

http://www.matwalker.co.uk


LINKS

https://community.uservoice.com/blog/net-promoter-alternative/

https://hbr.org/2003/12/the-one-number-you-need-to-grow/ar/1

https://community.uservoice.com/blog/net-promoter-alternative/

net promoter scores (nps), tracking customer loyalty and ux

Data & Analytics