Seguimos avanzando en los KPIs para nuestro Ecommerce y uno de los fundamentales es el nps ecommerce, un KPI sumamente importante en la parte baja del funnel de conversión a la hora de fidelizar a los clientes de nuestra tienda.
A continuación vamos a entrar en detalle en toda la información relacionada con el NPS Ecommerce pero al final nos gustaría que os quedarais con 3 ó 4 claves fundamentales.
NPS de 62: La clave de la retención de Amazon
Research has shown that 73% of people who try out Amazon Prime become paid members. What’s more, after the first year, 91% of the members renew their subscription for a second year, and 96% of those members pay for a third year as well.
Even today, Amazon is actually boasting amazing customer loyalty, at least according to Forbes; however, the company isn’t quite ready to share exact customer numbers. Still, Amazon did state they signed up more new paid members in 2017 than any other year.
NPS Ecommerce: Vídeo explicativo
NPS Ecommerce: Claves fundamentales
- Un NPS superior a 30% es un gran resultado (nuestros amigos de Amazon tienen un 60%).
- Podemos mejorar nuestra venta recurrente centrándonos en los Promoters e invitándoles a que nos recomienden a sus amigos.
- La pregunta (posiblemente la única importante) es: Recomendarías nuestra tienda de Ecommerce / tienda On Line … luego ya entraremos en las preguntas concretas.
- El NPS nos permite medir y (si queremos) mejorar nuestra Value Proposition y nuestras ventas.
NPS Ecommerce: ¿En qué consiste?
Se trata de un índice que mide la disposición de los clientes hacia tu empresa, clasificándolos en tres grupos: Promotores, Pasivos y Detractores.
- Los Promotores son clientes cuyas experiencias contigo han sido por demás positivas y están predispuestos a recomendarte.
- Los Pasivos son clientes cuyas experiencias han sido simplemente satisfactorias y por tanto se encuentran indiferentes a recomendarte.
- Los Detractores, el punto crítico de tu interacción, son aquellos que han tenido una experiencia negativa y por supuesto no estarán abiertos a recomendarte.
- Las mediciones se realizan restando a los promoters los detractores.
NPS Ecommerce: ¿Cuáles son los valores medios y cómo se calcula?
Os dejamos un gran artículo que lo resumen maravillosamente
Calculating NPS starts with identifying three types of groups: Promoters, Passives, Detractors. Use a 0 to 10 points rating scale to measure the NPS. (0-not at all likely and 10- extremely likely).
- Promoters – Score: 9-10 : Promoters are very satisfied and loyal customers that will definitely recommend your website/company to others. It’s a known fact there are fewer costs involved in managing a long-term relationship with loyal customers than in the process of acquiring new customers. You can improve the relationship with promoters by constantly sending offers (vouchers, free ebooks, guides, etc.), post-order emails and a great delivery experience.
- Passives – Score: 7-8 :Passives are satisfied customers, but not very enthusiastic about their experience. Transform passives into promoters for a better NPS. Passives can also become detractors if not treated properly. Make sure this does not happen and do your best to deliver them an experience that will make them promote your website.
- Detractors – Score: 0-6 : Detractors are unhappy customers, that will definitely not recommend your website/company to others. The negative Word of Mouth coming from detractors has a huge impact on profits because whenever a customer feels mistreated, sales go down. You might be meeting their needs at the moment, but they are prone to jumping ship if not treated properly.
NPS Ecommerce: ¿Cómo mejorarlo?
Lo importante del NPS es actuar con los resultados (take action).
- Pasivos (entre el 7 y el 8). ¿Qué podemos hacer para que pasen a ser Promotores (9 – 10)?.
- Podemos intentar averiguar las razones por las cuales no hemos «acertado» en intentar trabajarlo.
- Preguntarles más en detalle las razones, ponerles solución y comentarselo.
- Buscar experiencias de compra adicionales con nosotros mediante ofertas, descuentos ….
- Promoters (9 – 10):
- Enviar Email de agradecimiento.
- Ventajas de todo tipo de forma recurrente (similar a un sistema de VIPS)
In a paper on Net Promoter Score, Retently suggested using what your business learns from the Net Promoter follow-up question to wow Detractors, engage Passives, and show gratitude to Promoters.
- Focus your efforts initially on Passives. These are satisfied shoppers. If your company can turn them into Promoters, you will be fueling growth.
- Consider sending these folks a follow-up email asking what can be done to make them more likely to recommend your company. Retently also suggested offering Passives special offers, discounts, or upgrades.
- Next, encourage your company’s Promoters. Send a thank you email. Tell them how important they are to your company and how much you value their recommendations. Include free gifts, such as a t-shirt or a hat. Also offer Promoters unexpected benefits, such as an automatic upgrade to free, two-day shipping.
- Finally, reach out to Detractors. Ask follow-up questions and consider the answers. Detractors, according to Reichheld, are a real danger to your business if they remain dissatisfied.
