Five Questions about NPS
You have now gained some insight into the Net Promoter Score. But that's not all. The following questions give us an even deeper insight into NPS:
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How is NPS calculated?: The survey is long done and dusted. But how do you generate the NPS value? In the first step, all the answers collected are saved in a table. Using this table, the participants are divided into detractors, promoters, and indifferents. Next, you determine the percentage of promoters and detractors based on all your responses. When this is done, you should then subtract the percentage of detractors from that of the promoters. What remains is a number: The Net Promoter Score.
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Out on the mainline or stuck in a siding—what image does NPS have in Germany?: In Anglo-Saxon countries, NPS has long been part of the road to success. For many companies, it has established itself as an indicator of the popularity and success of a company, brand, or product. In the USA especially, companies use NPS as a figurehead and advertise it publicly to their customers. German companies, on the other hand, are somewhat hesitant. Even if the NPS has found its way into the German marketing department, it is little known to customers.
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Why is it worth getting in touch with detractors?: Once the NPS is determined, many companies concentrate on communicating with their promoters. The feedback from critics also contains valuable information. Companies that want to transform a grim view into a long-term polished reflection should, therefore, by no means give detractors the cold shoulder and instead respond to their feedback. What exactly is it that makes a customer dissatisfied? It is often helpful to know which bed the monster is hiding under before it pops out. Anyone who takes criticism seriously from the start can react to it in good time.
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Is a Net Promoter System worth it when resources are scarce?: Even with tight budgets, implementing NPS makes sense. Many companies still wrongly shy away from this. Often they fear that they do not have the necessary resources. But even with a small budget, minimal IT capacities, and few employees, companies can use the Net Promoter System effortlessly. Even better: In the long term, it can even increase sales, and with it, corporate success.
- How can NPS be improved?: The answer is very simple—by catching the customer at the right moment. Because choosing the right moment to request customer feedback determines the success or failure of the survey. But how do you choose the right touchpoint and, therefore, the point when the customer comes into contact with the company, brand, or product? As a rule, one divides the customer journey into different stages. It, therefore, makes perfect sense to ask the customer for their feedback at the end of each individual step. If you ask at the right moment, you can not only improve the NPS at the respective touchpoint but even the overall score.

As a company, what would I like to know from my customers? This question should come first when determining the right touchpoint. It ensures that you collect feedback that also helps improve the customer journey. In practice, five touchpoints have emerged that are suitable for collecting relevant feedback and thus influencing the NPS.