In 2018, we collected 2,256,195 completed questionnaires from various Customer Journey steps. From websites and mobile applications to delivery processes and contact with the Customer Service. Respondents shared with us their opinions and impressions on various aspects of the purchasing process. Most of them were also asked an enigmatic NPS question. What next?
Net Promoter Score is a methodology of consumer loyalty assessment supporting the process of designing customer experience. It is based on a simple question: How likely is it that you will recommend the service, product, brand to your friends or family? Answers on a scale from 0 to 10 are then the basis for dividing consumers into three groups:
Detractors (grades 0 to 6) will not have a good opinion about you and will be reluctant to use your services again. This can be influenced by a number of negative experiences or one extremely nasty memory.
Passives (grades 7 and 8) will not speak about you negatively, but they will not recommend your services either. They will not hesitate to go to the competition if they find a cheaper or better-personalized offer.
Promoters (scores 9 and 10) are happy to whisper a nice word about your brand to family and friends. They buy more and more often, and the competition will have more trouble dragging them to their website.
The NPS indicator itself is the result of a simple mathematical action: from % of Promoters, we subtract % of Critics. The Passive group is omitted.
However, it is different to measure relational NPS, i.e. the analysis of brand or company loyalty, and transactional
NPS, focused on experiences in specific stages of Customer Journey. In other words, customer satisfaction surveys must take into account the full context of who the consumer is. Most importantly, what his or her goals, expectations and intentions are.
How to analyze NPS in the context of Customer Journey?
The home page of every e-commerce service is the company’s business card. In other words, the first impression is important, however, it’s too early to form a hard opinion about the brand. This is why the average NPS ratio at this stage of the Client’s purchase path in 2018 is -5.
Product and category pages evoke a bit more negative emotions. As a result, for the former, we have an average NPS at the level of -14, and for the latter, at the level of -29. There are more factors affecting the experience at the stage of getting acquainted with the offer and filling up the basket, hence the importance of monitoring the emotions accompanying the Client’s travels.
Finally, the time comes to add products to the basket. At the stage of abandoning the shopping cart, the average NPS is slightly higher than on the product and category pages. In 2018 it oscillated around the value of 5. This means that potential customers dissatisfied with what they see in the service do not even start to fill the shopping cart, not to mention the finalization of the purchase.
What about transactional NPS?
Those who go through the shopping process are characterized by a much greater willingness to recommend the brand. Therefore, the average NPS ratio for this group was as high as 57. Of course, thank you page goes to those whose previous negative experiences (technical errors, lack of product, inappropriate prices, navigation problems, etc.) did not discourage from making a purchase. In other words, it is important to monitor the reasons for leaving the purchase process. In addition, such a high NPS post-trade result may also be influenced by a simple rationalization of expenses, but let’s not forget about the joy of successful purchases.
Let’s not forget that the shopping path doesn’t end on the thank you page for placing an order. For instance, the process of delivery or personal collection may be connected with other problems, which most often will be solved by the consumer through contact with the Customer Service Centre, which is connected with an even greater risk of its loss. Therefore, the average NPS for delivery processes in 2018 is lower than after the purchase and amounts to 46.
NPS is a good way to measure customer loyalty and satisfaction, but it carries a very high risk: if we do not know the right context, we will not know what to do with it. Proper data analysis and segmentation of consumers allows optimizing these emotions.
And traditional channels?
This process is not limited to Internet processes. Investments made on the basis of YourCX data brought in one of the studied traditional points an increase in the NPS index by as much as 59 points during one year! Constant monitoring of experiences allows us to verify the impact of our activities on the Client’s satisfaction, and referring the NPS to the financial context enables us to learn about the real impact of experiences on business.
We should not forget about another context that may influence the average NPS score in VOC (Voice of the customer) analyses, i.e. the nature of the offered services or products. In the Omnichannel panel research carried out in 2018 by YourCX, we examined how Polish companies operating in nine different market segments are perceived. Individual reports from this survey can be downloaded here.
Entities interested in conducting Customer Experience studies at various points of contact with the brand are welcome to contact us.