The secret to improving your users' experience
Start by taking account of what they have to say
Gauge your brand’s growth potential and customer retention with AB Tasty’s Net Promoter Score (NPS) Survey. The NPS tool is easily implemented as part of the AB Tasty Suite and allows customers to rate their experience with your website in real time.
Regularly monitoring your NPS score is critical to building value between you and your customer and understanding how your brand is perceived in the marketplace.
Measuring your score can determine the effectiveness of your strategy, your engagement with your target audience, and the effectiveness of your landing pages and products.
Regularly receiving valuable feedback from the people using your website allows you to optimize your message, or strategy, based on real time data. Improve your score and reach your business goals in a faster, smarter way by implementing the changes as they’re needed.
Personalize the questions and define the survey launch criteria, by selecting which pages show the survey and how often the survey is shown, to match your business needs. Refine your feedback by limiting the survey to a particular service, product, or feature, and tailor the question to retrieve only the data you need – saving you time to focus on solutions.
NPS does not measure user satisfaction with respect to a particular event or a specific interaction but instead in terms of overall satisfaction with the brand. By doing so, it enables long-term growth potential to be measured in terms of a brand’s capacity to retain its customers and generate positive word-of-mouth recommendation.
Research has shown that improvements in a brand’s NPS correlate directly with growth in its business activity and its client base. It is essential to keep an eye on the progression of your score and respond to it proactively.
As well as being an internal benchmarking tool (or external: some companies make their NPS public), AB Tasty’s NPS survey also helps you collect feedback from your users so that you can find out what they like and how you can improve their experience. Comments left by users can be a surprisingly useful source of ideas for improvement that you can then evaluate in your future test or personalisation campaigns.
According to one study, NPS is used by two thirds of Fortune 1000 companies. All kinds of businesses make use of it, from multinationals down to small and medium enterprises and startups. What makes NPS surveys successful is the ease with which they can be implemented and the high amount of feedback they provide.
It is essential to act on the customer feedback received by, for example, making the most of promoters by offering them the opportunity to provide customer testimonials, getting back in touch with detractors so you can address their issues, etc.
Studies have shown that a simple question of the type “How likely are you to recommend company x to a friend or colleague, from 0 to 10” provides the best way of establishing a correlation between purchase intentions and the propensity of your users to recommend your brand.
Respondents to the NPS question are separated into three groups:
- Detractors, those who have provided a score from 0 to 6, are the least satisfied and the most susceptible to discourage their friends and acquaintances from using your products or services.
- Passives, those who have provided a score of 7 or 8, are satisfied yet indifferent customers who could be tempted by offers from your competitors.
- Promoters, those who have provided a score of 9 or 10, are the most likely to promote your business amongst their friends and acquaintances.
The calculation consists of subtracting the percentage of detractors from the percentage of promoters to obtain a score between -100 and +100. A score of -100 indicates that you have nothing but dissatisfied users! A positive score indicates that you have more users willing and ready to recommend you than users willing and ready to discourage other potential users. Passives are not taken into account when calculating the score.
How do you work out whether you have a good score or not? A score of 0 does not necessarily indicate that you are underperforming. Low or even negative scores are routine in some industries. Results can also vary between countries, with the members of some cultures more enthusiastic than others.
Your first survey should therefore serve as a reference for calculating your subsequent ones. What is essential is to both track this indicator over time (taking into account any improvements you implement) and collect feedback from your users so you can improve their future experiences. As a general rule, a score above 10 is usually considered good, a score above 50 excellent, and anything above 70 exceptional.
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