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Net Promoter Score: Customer Satisfaction Unveiled

Net Promoter Score: Customer Satisfaction Unveiled


Before buying a product, using a service or traveling to a place, most people seek recommendations and directions. According to Nielsen’s Global Trust Report on Advertising, 83% of respondents said they rely on recommendations from family and friends more than any other form of advertising.

More than ever, creating a good reputation is necessary to maintain a business. But how? The Net Promoter Score is an important tool for those who want to understand customer satisfaction with a particular product or service.

What is Net Promoter Score?

“How likely are you to recommend our company to a friend?”

Net Promoter Score is the leading metric customer experience tool in relation to a company’s services. By demonstrating the weaknesses and strengths of a business and serving as a basis for innumerable insights, NPS aims to re-establish, retain and/or enrich the company’s relationship with customers.

It consists of a satisfaction survey process that employs that customer question for a company to evaluate its services, and the answer is expressed on a scale of 0 to 10:

Zoox Smart WiFi has the Net Promoter Score integrated into its platform. Stream search among connected users on your WiFi and raise insights to enhance your consumer experience. Learn more

How can NPS help my business?

NPS, above all, is a system that allows the company to improve customer experience. Through the collected data, it is possible to classify the company according to the percentage of detractors and promoters clients. The equation is simple:

NPS = %n of promoters – %n of detractors

After calculating this percentage, the classification is made:

  • Scores -100 to 0 = Critical zone, with the highest number of detractors.
  • Scores from 1 to 30 = Zone of Improvement, the company has a large volume of detractors and neutrals, probably encountered problems in the purchase process.
  • Scores from 31 to 70 = Quality Zone, the company has more neutral clients and promoters than detractors; are satisfied, but are not loyal and can easily migrate to another company.
  • Scores from 71 to 100 = Zone of Excellence, the company has a high number of promoters and few detractors; means that the company is a quality benchmark in the segment for these customers.

With these data in hand, the company does not act in the dark and thinks about the steps to be taken and goals to be achieved. Learn more about using data to support strategic decisions.

4 Solutions to Improve a Company’s NPS

After finding out the value and rank of a company, it is necessary to take action to solve potential problems or maintain the level of service. Check out 4 solutions to improve a company’s NPS:

  • Loop Closing

Loop Closing means seeking and solving the problem that the customer had to give a low rating on the company’s recommendation. There are two ways to lock Loop.

The External Loop Closing seeks to prioritize in a friendly, easy and fast way to solve the customer´s problem, such as an attendant contacting the detractor to get around the situation quickly.

The Internal Loop Closing allows teams on the front line to understand and evaluate their own performance. It happens when the customer contacts the company and internally, the manager and employees will seek a solution so that the situation does not happen again.

  • Market Research and Benchmarking

The use of market research to the NPS is essential. A market survey is conducted through multiple choice questions or with free answers. Thus, in addition to the outcome of NPS, researchers can also get feedback on the reasons that led a particular client to give that score to the service.

In addition to market research, competitors’ research is indispensable. Benchmarking consists of researching the strengths and weaknesses of the main competitors in the segment. It gives you the competition’s score, and from there you can measure the satisfaction level of your service in relation to them.

  • Dealing with detractors

First of all: Act fast! Get in touch with this customer as soon as possible and, especially, listen. Make room for this customer to speak everything it thinks about the company. Maybe the situation has gotten to this the level because it never got the desired attention. Then think about the solution. Through it, it is possible to convert the customer’s score and, consequently, prevent negative testimonials against the company.

  • How to deal with promoter clients?

Create a partnership with your promoter clients: encourage them through rewards, bonuses or promotions. Invitations to events, personalized prizes, loyalty card, much used in restaurants, among other forms of bonus. Send releases first for them. Who better than someone who knows and likes your company to test and give feedback? In addition, these customers will feel special to participate in something firsthand, keeping them even more satisfied and close to your company.

Customer Satisfaction Trivia

  • According to Tracksale‘s data, on a scale of 0 to 10, the most frequent score in Brazil is 10. The second is 8. The third is 9. The fourth is 7, and 0 only in the fifth position. Surprised?
  • The company with the highest NPS in the world is Tesla Motors, with a score of 97%. Second is Lemonaid Health, an online medical consultation company with 96% and thirdly, OACIS, which facilitates airport check-in and accounts for 95% customer baggage.
  • In Brazil, 61% of clients are promoters, 21% are neutral and 18% are tractors. When asked about the main justification (qualitative answer) of detractors, service is the most commented topic, and aspects such as lack of cordiality are determinant for this result.