Conversion Optimization

Net Promoter Score: cos'è e come si misura

Tempo di lettura 6 minuti

Un approccio di business di successo deve porre al centro il cliente (customer-centric). Se un brand è in grado di generare un flusso di passaparola positivo in suo favore oggi, nell’era del cliente, gode di un grande vantaggio competitivo rispetto ai concorrenti.

Sappiamo tutti bene, per esperienza diretta, che solo quando si è molto soddisfatti, o insoddisfatti, si tende a parlare di quello che si è sperimentato con un acquisto, o, più in generale, interagendo con un’azienda. Tutte le esperienze soddisfacenti, ma non eccezionali, non vengono ricordate e non generano passaparola.

Ma come si misura la soddisfazione di un cliente?

Accanto alle tradizionali misurazioni di Customer Satisfaction si colloca il Net Promoter Score (o NPS®), che si propone come misura della fidelizzazione del cliente/consumatore e introduce innovazioni che lo rendono subito popolare, ma che lo espongono anche a critiche.

Ideato nel 2003 da Fred Reichheld, autore di “The Ultimate Question”, il Net Promoter Score è una valutazione della fedeltà dei clienti e della probabilità che essi ritornino a fare affari con l’azienda o ne parlino bene a un amico.

Net Promoter Score – NPS®  è un indicatore che misura la proporzione di “promotori” di un prodotto, marca o servizio, rispetto ai “detrattori”. Il numero può andare da -100 (tutti sono detrattori) a +100 (tutti sono promotori). Il NPS si basa su un’unica domanda da sottoporre a chi ha utilizzato il servizio:

Con quale probabilità consiglieresti questo prodotto/servizio/sito a un amico o a un collega?

Le risposte fornite dai clienti sono classificate come segue:

  • 0-6 = Detrattori: clienti insoddisfatti che potrebbero danneggiare il brand attraverso un passaparola negativo.
  • 7-8 = Passivi: clienti soddisfatti ma indifferenti, che potrebbero essere influenzati dalla concorrenza.
  • 9-10 = Promotori: clienti fedeli che riacquisteranno il prodotto e lo consiglieranno ad altre persone.

Il Net Promoter Score viene calcolato sottraendo la percentuale di detrattori alla percentuale di promotori ottenuta. Il risultato però non viene espresso in punti percentuale, ma come numero assoluto compreso tra -100 e + 100.

Dunque la formula è:

NPS = % Promotori – % Detrattori

 

formula Net Promoter Score

Per fare un esempio, se il risultato del sondaggio riporta un 25% di promotori, 55% di passivi e un 20% restante di detrattori, il NPS sarà 25% – 20% = +5.

Esiste uno standard di riferimento?

Come spesso accade in ambito marketing non esiste uno standard di riferimento per valutare il Net Promoter Score, se non in base a ovvie considerazioni sul fatto che dovrebbe essere positivo e puntare al massimo livello possibile.

Secondo l’ideatore Fred Reichheld negli USA, mediamente, le aziende hanno NPS che si aggira intorno a valori di +5/+10, mentre quelle migliori si attestano tra +50 e +80. Si tratta comunque di stime che variano in base al settore, alla cultura e anche al Paese in cui vengono misurati.

Nei mercati dove la competizione è limitata da fattori specifici le aziende possono avere punteggi NPS molto bassi ma mantenere le proprie quote di mercato semplicemente perché non esiste un’alternativa alla loro offerta.

Nei mercati dove c’è più concorrenza, specialmente nel settore consumer, i leader tendono ad avere punteggi NPS più elevati, e tutti i follower punteggi più bassi. Amazon negli USA, ad esempio, ha un NPS di +64, che indica la presenza di molti più promotori che detrattori. Il suo livello è più elevato e costituisce quindi un indubbio vantaggio competitivo.

Pro e contro del NPS

Per quanto riguarda i fattori positivi, si tratta di un indice di facile calcolo e la cui raccolta dati si basa su un’unica domanda. Anche se è famoso soprattutto presso le imprese del settore B2C, esso può essere comunque calcolato dalle imprese di quello B2B. Da non sottovalutare, inoltre, che il NPS si basa sulla richiesta di un’opinione diretta al cliente, che è (o dovrebbe essere) il punto focale di una strategia di marketing.

È possibile verificare l’andamento del NPS nel tempo (realizzando analisi cadenzate), oppure per area geografica, per segmento di mercato e così via.

L’NPS presenta quindi alcuni grandi vantaggi:

  • Semplice e veloce. Tutto quello che serve per determinarlo è una sola domanda — ed è facile da calcolare.
  • Quantificabile. Tramite un semplice metro di valutazione è possibile valutare l’andamento di un’azienda. Il NPS introduce terminologie comuni di facile comprensione per tutti.
  • Standardizzato.Il NPS è ampiamente riconosciuto come standard per misurare e migliorare la fedeltà dei clienti e gode della fiducia di marchi come American Express, Apple, GE, JetBlue e Kaiser Permanente.
  • Utilizzabile come parametro di riferimento. Uno dei vantaggi più preziosi è la possibilità di vedere a che livello si posiziona un’azienda rispetto alla concorrenza.

Alcuni marketer e ricercatori hanno però evidenziato dei dubbi in merito a questo indice. Tale diffidenza viene giustificata dalla natura un po’ traballante delle basi scientifiche su cui poggia questo calcolo e dalla sua eccessiva semplicità.

Inoltre, la qualità dell’indice dipende strettamente da quella dell’indagine con cui si chiedono le opinioni dei clienti. Un campione troppo piccolo non darà risultati significativi. Non è poi detto che la risposta data dal cliente medio corrisponda poi al suo comportamento effettivo.

In genere un feedback negativo è abbastanza sincero, ma sul fronte opposto non è detto che un cliente che dice di essere soddisfatto poi effettivamente consigli davvero l’azienda ad amici e/o colleghi.

Sono state inoltre sollevate alcune obiezioni circa la suddivisione in categorie della scala di valori: collocare nella stessa posizione chi risponde 0 e 6 pare una sorta di forzatura, in quanto la differenza tra i due valori appare evidente.

È quindi importante non considerare il NPS il dato definitivo, ma nel giusto contesto, e completato da alcune domande aggiuntive. In questo modo può certamente trasformarsi in uno strumento molto utile. Un tool però di partenza: il dato ottenuto serve appunto a capire quali saranno i passi successivi da compiere per migliorare la posizione del brand.

Come ottenere un valore reale dal NPS

Nonostante le critiche, il NPS è una metrica ancora molto utile all’interno di una gestione operativa di un fluido processo di gestione.

Se si sta quindi cercando di implementare il NPS è necessario considerare alcune best practice per ottenere la massima efficacia.

  1. Domande di follow-up.
  2. Combinare NPS con survey sugli utenti.
  3. Trovare e risolvere problemi.
  4. Puntare sui promotori.

1. Domande di follow-up

Un miglioramento segnalato dal NPS è positivo, ma il valore reale si ottiene da feedback ottenuti dagli utenti attraverso domande di follow-up.

“Uno degli aspetti più importati da considerare durante un’indagine NPS è la categorizzazione dei commenti ottenuti da promotori e detrattori al fine di identificare il reale livello di soddisfazione dell’utente e migliorare le prestazioni di business.”

Sachin Rekhi

Alcuni esempi di domande di follow-up possono essere:

  • Promotori: Qual è la tua parte preferita rispetto al prodotto / servizio?
  • Passivi: Quale prodotto/servizio potrebbe soddisfare le tue aspettative?
  • Detrattori: Cosa potremmo fare per migliorare la tua esperienza?

2. Combinare NPS con survey sugli utenti

Come anticipato in precedenza il NPS non fornisce sufficienti dati per poter prendere decisioni in merito a specifici comportamenti. L’aggiunta di una domanda di follow-up è un prezioso feedback qualitativo, ma è anche possibile prevedere delle survey o test di usabilità sugli utenti per valutare un determinato comportamento.

Queste indagini saranno utili a identificare alcuni problemi o attrici specifici che correlano con bassi punteggi di NPS.

  • Test utente
  • Survey sui clienti
  • Live chat
  • Mappe di calore

3. Trovare e risolvere problemi

NPS, oltre che essere comunemente usato per valutare la soddisfazione del cliente, può essere un utile strumento anche per l’ottimizzazione. Combinando i punteggi complessivi con le domande di follow-up e le survey sarà possibile migliorare le conversioni priorizzando le diverse fasi di testing.

Esiste la grande opportunità di trasformare i detrattori in promotori. Come sostiene anche Marketizator:

“Il modo migliore per approcciare i detrattori è indagare il motivo per cui hanno avuto un’esperienza non soddisfacente e il motivo per cui non promuoverebbero uno specifico prodotto o servizio. Conoscendo la risposta, è possibile risolvere e migliorare determinati elementi che hanno causato l’attrito, trasformando un detrattore in un cliente o anche un promotore.”

4. Puntare sui promotori

La chiave per aumentare il ventaglio di clienti è cercare di trasformare i promotori in sostenitori.

Sujan Patel, co-creatore di ContentMarketer.io e Narrow.io, propone una strategia:

Offro ai miei promotori delle ricompense in cambio del loro aiuto (gadget). In questo modo rafforzo la fidelizzazione al brand e ottengo condivisioni sui social network, recensioni e consigli agli amici.”

È importante individuare il “momento magico”, ovvero quella fase in cui gli utenti raggiungono il massimo livello di soddisfazione con il prodotto, e puntare all’ottimizzazione di quel momento al fine di incrementare le conversioni.

Perché utilizzare il Net Promoter Score

Nonostante i suoi lati negativi, calcolare il proprio NPS può essere molto utile, e non solo per la semplicità di farlo, o perché è probabile che i clienti rispondano a questa semplice domanda.

Come in molti altri casi, infatti, l’utilità del Net Promoter Score non è limitata al suo calcolo: il NPS è molto utile se viene considerato un punto di partenza dell’analisi della propria customer satisfaction, e non un punto di arrivo.

La primissima cosa da fare, ad esempio, è istruire chi pone la domanda a chiedere il perché di un voto particolarmente basso.

A questo primo benchmark immediato sul passaparola potenziale che si potrà ottenere dai clienti, si deve quindi aggiungere un’attenta analisi dei motivi dell’insoddisfazione. A sua volta quest’ultima deve far partire uno studio di quali contromisure adottare per  risolvere i problemi e migliorare il rapporto con i detrattori

Sull’altro fronte, quello dei promotori, il NPS deve spingere invece a valutare come stimolare il passaparola positivo.

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