Todd Latz op Entrepeneur over hoe je op een eenvoudige manier de NPS (Net Promoter Score) kunt berekenen – en daarmee de loyaliteit van klanten kunt peilen!
Superior customer loyalty is critically important for any successful business. However, many leaders struggle with how to effectively measure it. How loyal are your customers? What are they saying about your products or services to others? Do they promote you to others and provide an incredibly valuable word-of-mouth endorsement?
To answer these questions, we look to Net Promoter Scores (NPS). NPS is a relatively simple measurement tool that helps businesses gauge how likely their customers are to refer family members and friends to their products or services. NPS is also a leading indicator, and when used optimally, it can be a predictor of future customer engagement and growth. Since NPS allows for real-time measurement of customer satisfaction, it allows management to take immediate action to improve operations based on customer feedback.
How NPS works
After purchasing your product or service, your customers are asked one question: “how likely are you to recommend our company/product/service to a friend or family member?” The customer responds on a scale from 0-10.
Scores of 9 or 10 are considered “Promoters” – satisfied customers who are more likely to continue buying your products or services and to recommend you to their friends and family. Scores of 0-6 are considered “Detractors” – unsatisfied customers who are more likely to complain about a negative experience or speak poorly of your brand. Scores of 7 or 8 are considered “Passives” – satisfied customers who are not enthusiastic enough to actively promote, and may try a competing offering next time.
To calculate a NPS rating, you subtract the percentage of Detractors from the percentage of Promoters. Passives are part of the denominator and thus do not help your score. A NPS of 50+ is excellent, and leading consumer brands, such as Costco, USAA insurance and Nordstrom routinely score in the high 70s and enjoy fierce customer loyalty. Healthcare companies typically have been slower to adopt NPS as a measure of patient loyalty, and when they have, their NPS ratings have often been poor.
National NPS averages for the healthcare industry are as low as just 17 and are often the result of access issues, long wait times, and a focus on their own, rather than their customer’s convenience. However, there are exceptions, especially where there is an intense focus on customer experience. At GoHealth Urgent Care, by making our patients and the quality of their care our highest priority, we have routinely achieved NPS ratings of 90.