While most businesses are creating special departments to communicate with consumers and making efforts to increase their NPS index, one fairly large segment of the target audience often remains unreached. These are those who simply did not take the survey.
The average response rate to NPS surveys is 60%. That is, almost half of the buyers remain in the shadows. Their number even exceeds the number of neutrals and critics.
In practice, it turns out that it is easier to attract a critic than to reach out to someone who has not responded. The only way to somehow get in touch with them is to contact them. And although these people do not influence the NPS index, the future of the company and its income largely depend on them.
Reasons for Low NPS
Companies with a high NPS score have three characteristics:
their products are reliable;
their service is quality;
Their offers are unique.
All of this will be discussed sri lanka email list further, but now let's talk about the most lagging and suffering from customer churn. These brands make the same typical mistakes that scare away consumers from them.
Billing Tricks
All Apple brand campaigns focus users' attention on the brand (apparently, this is what brought the company to the top of the loyalty ratings in 2013). The iPad is rated at 65 points, the iPhone at 70, and the laptop line is even higher at 76. At the other end of the rating is McAfee with a minimum NPS of just two points. It's not that antiviruses are not in demand (for example, their competitor, Kaspersky Lab, does not complain about a lack of user loyalty). The fault lies in the poor quality of customer support.
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McAfee software buyers complain about the typical shortcomings of brands with a low net promoter score (NPS). Over the past six years, the most common complaint has been about automatic debits from cards. It is not necessarily McAfee that behaves this way, but it is very typical of many brands with almost zero NPS: aggressively pushing products, and then hidden billing.
NPS rating antiheroes often practice opt-out billing: they automatically write off money for a subscription if the client has not yet canceled the service. That is, they start receiving bills as soon as the contract is signed (and in the worst case, as soon as the trial ends), and continue to receive them until they cancel the paid subscription themselves.
Opt-out billing itself is not a scam, and many world-famous corporations use it successfully. For example, Netflix, with its consistently high NPS score, gives customers a free trial, which then turns into a paid subscription.