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Lori Gauthier, Ph.D.Zendesk Director of Marketing Research

@datadocgauthier

#RelateLive

NPS: Are You Doing It Wrong?

NPS Overview

NPS

Calculating NPS

Net Promoter Score = 7

40% Promoters 33% Detractors

Time-Tracking NPS

Recommendation Ratings

NP Scores

NPS Groups

quarterly net promoter scores

Q1 (n:1011)

Q2 (n:1048)

Q3 (n:1056)

Q4 (n:1085) 57

64

57

51

57.25

-100 1000

Not at all likely

Extremely likely

quarterly NPS groups

Q4 (n:1085)

Detractor Passive Promoter

10% 24% 67%

Q3 (n:1056) 8% 19% 72%

Q2 (n:1048) 10% 25% 66%

Q1 (n:1011) 13% 23% 64%

quarterly ratings

Q4 (n:1085) 3%2% 4% 8% 16% 19% 48%

Q3 (n:1056) 4% 1%3% 7% 12% 25% 47%

Q2 (n:1048) 4% 3% 3% 8% 17% 20% 46%

Q1 (n:1011) 2%8%3% 6% 17% 22% 42%

0-4 5 6 7 8 9 10

Segmenting NPS

slice +

dice

churn risk chart revenue vs. NPS to identify at-risk income

support initiatives compare support metrics with NPS to direct future support

demographics identify how NPS differs by

customer dem|firmographics

strategic accounts determine which accounts

need the most attention

who are your heavy hitters?

IndustrySize

SMB MM Enterprise

46

32

25

Revenue

$1k $2k $3k $4k

65

4442

70

Retail Finance Travel Gov't.

20

32

4348

NPS by demo|firmographics

new support initiatives? justify budget with NPS:CSAT measure

Benchmarking NPS

one score: several meanings

NPS Text Analysis

Ease of Use

Feature

Design

Product

Price

Support

Mobile

Customization

Speed

Availability

Reliability

-60 -45 -30 -15 0 15 30 45 60

9

-25

-45

25

42

55

16

-39

16

16

47

Usa

bilit

y

Feat

ures

Not

hing

s

Perf

orm

ance

Capa

bilit

ies

Chan

nels

App

s

Setu

p

Des

ign

Pric

e

34%25%25%22%20%

13%22%

6%11%6%

26%

31%31%30%31%

34%23%

35%26%28%

39%44%44%49%49%53%55%59%63%66%

Usa

bilit

y

Feat

ures

Not

hing

s

Perf

orm

ance

Capa

bilit

ies

Chan

nels

App

s

Setu

p

Des

ign

Pric

e

Supp

ort

Com

petit

ors

Upg

rade

s

Sale

s

1%2%2%2%5%6%6%7%8%10%11%11%

21%

35%

8.9

7.3

6.0

8.9

7.06.8

8.27.7

6.8

8.1

7.3

8.47.8

9.29.2

7.88.4

7.3

8.1

6.8

7.78.2

6.8 7.0

8.9

6.0

7.3

8.9

NPS Follow Up

Collaborate across teams

Identify common issues

Create actionable goals

Promoters

post online reviews recommend customers

Passives

dissatisfied? don’t like to recommend?

don’t have anyone to recommend to?

burn the churn!

NPS: It’s Complicated!But it doesn’t have to be.

Thank You!Questions? Contact me at lgauthier@zendesk.com or @datadocgauthier.

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