NPS Net Promoter Score was first proposed by Fred Reichheld of Bain & Company in 2003 in the Harvard Business Review article "The One Number You Need to Grow". Find out how loyal users are to a product or service. Everyone should have seen the NPS question, "From 0-10 points, how willing are you to recommend our products or services to your relatives and friends?", 10 points means highly recommended, 5 points means neutral, 0 points means Totally not recommended. NPS is a popular indicator in the field of user experience in recent years. Companies such as Apple, Microsoft, and PayPal have already adopted NPS as a basis for long-term strategy formulation and daily experience optimization.
Mainly because it's simple, straightforward, and positively related to the benefits managers care about most. But as time passed, more and more criticism of NPS was seen in the industry, and many companies began to use ordinary satisfaction surveys. 01 What is the reason for this situation? 1. These companies use NPS as another satisfaction metric Most companies that use NPS often b2b data just routinely ask users how many scores they give every once in a while to understand their NPS scores, but they don’t do it consistently, and they don’t use different research methods to understand what’s behind the scores and what affects the scores. The reasons, such as why recommenders recommend, and what are neutrals dissatisfied with, cannot progress, because only what is not why, it can be said that NPS is only used as another user satisfaction indicator,
and the meaning of adopting NPS is lost. 2. Many products or scenarios are not suitable for using NPS There is a relationship of competition among users of the product. For example, there is a product that allows anyone in the city to register as a delivery person. However, the number of deliverymen is often more than the number of goods to be delivered. In this case, the deliverymen will of course not recommend friends to grab their own business. Therefore, the NPS of this product is generally lower, but it cannot be used to measure product reputation. good or bad. 3. I thought I would see immediate results after adopting NPS Many teams regard NPS as a magic number. They stare at the ups and downs of the data every day, and they are quite excited when they improve a little, as if there will be more revenue or users