{"id":22397,"date":"2016-04-20T12:15:39","date_gmt":"2016-04-20T19:15:39","guid":{"rendered":"http:\/\/www.questionpro.com\/blog\/pt-br\/?p=22397"},"modified":"2023-01-18T08:23:36","modified_gmt":"2023-01-18T08:23:36","slug":"conheca-abc-net-promoter-score","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/pt-br\/conheca-abc-net-promoter-score\/","title":{"rendered":"O ABC do net promoter score"},"content":{"rendered":"Reading Time: <\/span> 4<\/span> minutes read<\/span><\/span>

Se alguma vez voc\u00ea realizou pesquisa online<\/a> para medir a satisfa\u00e7\u00e3o do seu cliente<\/a>, \u00e9 muito prov\u00e1vel que tenha escutado sobre o famoso Net Promoter Score<\/a>. Caso n\u00e3o, saiba que \u00e9 uma m\u00e9trica que te ajudar\u00e1 a obter melhores resultados para o seu neg\u00f3cio. <\/span>O \u00fanico problema do net promoter score \u00e9 que, normalmente, essa m\u00e9trica n\u00e3o \u00e9 utilizada da maneira correta, principalmente na hora da interpreta\u00e7\u00e3o dos resultados. Por esse motivo, disponibilizamos o ABC do Net Promoter Score, onde voc\u00ea saber\u00e1 porqu\u00ea esse tipo de pergunta \u00e9 essencial para a sua pr\u00f3xima pesquisa de satisfa\u00e7\u00e3o do cliente.<\/span><\/p>\n

\n

 <\/p>\n

ABC do net promoter score: Hist\u00f3ria<\/b><\/h2>\n

Net Promoter Score \u00e9 uma m\u00e9trica que foi criada em 1993 por Fred Reichheld e como todo bom descobrimento, aconteceu gra\u00e7as a dedica\u00e7\u00e3o de Reichheld pela pesquisa. Dez anos depois, a m\u00e9trica se popularizou devido a Bain and Company e Satmetrix, que a utilizou como maneira de diagnosticar o comportamento das pessoas no momento em que elas realizavam suas compras e tamb\u00e9m quando faziam recomenda\u00e7\u00f5es sobre algum produto ou servi\u00e7o que adquiriram.<\/span><\/p>\n

A diferen\u00e7a entre o net promoter score e outras m\u00e9tricas \u00e9 que a satisfa\u00e7\u00e3o do cliente n\u00e3o \u00e9 medida como um evento \u00fanico e isolado. Sua verdadeira fun\u00e7\u00e3o \u00e9 medir a satisfa\u00e7\u00e3o desse cliente em geral, avaliando toda a experi\u00eancia de compra.<\/span><\/p>\n

ABC do net promoter score: Porque \u00e9 t\u00e3o importante?<\/b><\/h2>\n

Reichheld escreveu: \u201cA lealdade do cliente entusiasmado \u00e9, sem d\u00favida, um dos fatores que estimula o crescimento do neg\u00f3cio. Embora n\u00e3o seja garantido, n\u00e3o \u00e9 poss\u00edvel ter um crescimento rent\u00e1vel, sem essa lealdade “<\/span><\/p>\n

Ao longo dos anos, os pesquisadores descobriram que existe uma rela\u00e7\u00e3o positiva entre a taxa de crescimento nas empresas que aplicaram a metodologia que mede a pontua\u00e7\u00e3o net promoter score ao longo de tr\u00eas anos em suas pesquisas de mercado. <\/span><\/p>\n

ABC do net promoter score: Interpreta\u00e7\u00e3o<\/b><\/h2>\n

O net promoter score \u00e9 pontuado atrav\u00e9s de uma pergunta que trabalha uma escala de classifica\u00e7\u00e3o:<\/span><\/p>\n

De 0 a 10 qual \u00e9 a probabilidade de voc\u00ea recomendar o nosso servi\u00e7o?<\/strong><\/em><\/span><\/p>\n

Isto pode parecer uma pergunta normal, no entanto, como eu disse anteriormente, o segredo est\u00e1 na interpreta\u00e7\u00e3o dos resultados.<\/span><\/p>\n

O n\u00famero total de respondentes se dividem em tr\u00eas grupos, de acordo com a pontua\u00e7\u00e3o que deram:<\/span><\/p>\n

Detratores<\/b><\/span><\/h3>\n

S\u00e3o os que respondem de 0 a 6. Isso indica uma insatisfa\u00e7\u00e3o com a empresa e que ele n\u00e3o recomendaria sua marca. <\/span><\/p>\n

O grande problema nesse caso, \u00e9 que essa pessoa tende a falar mal da marca e tentar\u00e1 convencer amigos e familiares a n\u00e3o usar seus produtos ou servi\u00e7os.<\/span><\/p>\n

Passivos<\/b><\/span><\/h3>\n

S\u00e3o aqueles que respondem 7 ou 8. Significa que \u00e9 improv\u00e1vel recomendar sua empresa, ainda que estejam satisfeitos. Por\u00e9m, n\u00e3o far\u00e3o o marketing inverso.<\/span><\/p>\n

Promotores<\/b><\/span><\/h3>\n

S\u00e3o os que responderam 9 e 10. S\u00e3o as pessoas que ir\u00e3o falar muito bem sobre sua marca e podemos cham\u00e1-los de embaixadores de marca<\/strong>.<\/span><\/p>\n

ABC do net promoter score: f\u00f3rmula net promoter score<\/b><\/h2>\n

Usando o software de experi\u00eancia do cliente da QuestionPro, esses 3 grupos estar\u00e3o automaticamente categorizados nos resultados da sua pesquisa de uma maneira bem f\u00e1cil de analisar. <\/span><\/p>\n

Agora \u00e9 preciso calcular a porcentagem que cada um desses grupos representa para ter um valor com o qual voc\u00ea possa comparar nos futuros c\u00e1lculo e compreender a efetividade das otimiza\u00e7\u00f5es e corre\u00e7\u00f5es aplicadas.<\/span><\/p>\n

 <\/p>\n

\"f\u00f3rmula<\/p>\n

 <\/p>\n

ABC do net promoter score: an\u00e1lise de resultados<\/b><\/h2>\n

 Se sua pontua\u00e7\u00e3o net promoter score \u00e9 alta, isso significa que h\u00e1 pessoas est\u00e3o satisfeitas com sua marca que insatisfeitas.<\/span><\/p>\n

Ou seja, est\u00e3o mais propensos a recomendar seu produto ou servi\u00e7o e tamb\u00e9m seguir comprando. <\/span><\/p>\n

Caso contr\u00e1rio, se sua pontua\u00e7\u00e3o for muito baixa, significa que \u00e9 preciso colocar mais aten\u00e7\u00e3o na qualidade de seu produto ou servi\u00e7o. Se isso n\u00e3o ocorre, a tend\u00eancia \u00e9 que seus clientes deixem de consumir sua marca e ainda poder\u00e3o influenciar negativamente outros poss\u00edveis clientes. <\/span><\/p>\n

Al\u00e9m de conhecer o n\u00edvel de satisfa\u00e7\u00e3o do cliente, o net promoter score apresenta um valor real que te permite avaliar e melhorar seu desempenho e tamb\u00e9m identificar as rela\u00e7\u00f5es que est\u00e3o em perigo.<\/span><\/p>\n

 <\/p>\n

\"satisfa\u00e7\u00e3o<\/a><\/p>\n

 <\/p>\n

\u00c9 importante perceber que este indicador deve ser utilizado 100% para os planos de crescimento da empresa.<\/span><\/p>\n

Esses textos tamb\u00e9m podem ser do seu interesse:<\/p>\n

Voc\u00ea est\u00e1 sabendo fidelizar o seu cliente?<\/a><\/p>\n

O que \u00e9 um bom Net Promoter Score (NPS)?<\/a><\/p>\n

Fa\u00e7a uma pesquisa do NPS diretamente no Intercom com o QuestionPro CX<\/a><\/p>\n

O que \u00e9 NPS e como aplic\u00e1-lo em sua empresa<\/a><\/p>\n

Melhore a experi\u00eancia do cliente com uma pesquisa NPS<\/a><\/p>\n

 <\/p>\n

\n

 <\/p>\n

Agora que voc\u00ea conhece o ABC do net promoter score, \u00e9 hora de come\u00e7ar a <\/span>pesquisar<\/span><\/a>.  Lembre-se que na<\/span> QuestionPro<\/span><\/a> temos as ferramentas de <\/span>pesquisa online<\/span><\/a> e tamb\u00e9m <\/span>offline<\/span><\/a> que voc\u00ea precisa para o seu neg\u00f3cio decolar! Agende uma demonstra\u00e7\u00e3o sem compromisso, totalmente gratuita e em portugu\u00eas e conhe\u00e7a todos os<\/span> recursos que temos dispon\u00edveis em nossas <\/span>diferentes licen\u00e7as<\/span><\/a>. <\/span><\/p>\n

\"agendar<\/a>\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Reading Time: <\/span> 4<\/span> minutes read<\/span><\/span> Se alguma vez voc\u00ea realizou pesquisa online para medir a satisfa\u00e7\u00e3o do seu cliente, \u00e9 muito prov\u00e1vel que tenha escutado […]<\/p>\n","protected":false},"author":40,"featured_media":768453,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[212],"tags":[],"yoast_head":"\nO ABC do net promoter score | QuestionPro<\/title>\n<meta name=\"description\" content=\"Melhore a experi\u00eancia do seu cliente com esse "ABC do net promoter score" que a QuestionPro disponibilizou para voc\u00ea.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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