{"id":68833,"date":"2019-03-29T07:00:38","date_gmt":"2019-03-29T14:00:38","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=68833"},"modified":"2024-09-27T06:53:09","modified_gmt":"2024-09-27T13:53:09","slug":"clientes-fieis-com-net-promoter-score","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/pt-br\/clientes-fieis-com-net-promoter-score\/","title":{"rendered":"Saiba quem s\u00e3o seus clientes fi\u00e9is com Net Promoter Score"},"content":{"rendered":"<p><em><strong>\u201cEm uma escala de 0 a 10, qual a probabilidade de voc\u00ea nos recomendar a seus amigos ou colegas de trabalho?\u201d Assim, \u00e9 poss\u00edvel descobrir quem s\u00e3o seus clientes fi\u00e9is com Net Promoter Score.\u00a0<\/strong><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Essa \u00e9 a pergunta Net Promoter Score, ou NPS, que muitas empresas usam hoje para entender a<strong> satisfa\u00e7\u00e3o do cliente<\/strong> com base em sua experi\u00eancia, al\u00e9m de identificar quais s\u00e3o os clientes fi\u00e9is e os que procurariam facilmente uma alternativa aos seus produtos ou servi\u00e7os.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O Net Promoter Score tem sido amplamente utilizado n\u00e3o apenas por sua simplicidade, mas por sua capacidade de medir quantitativamente a fidelidade do cliente. <\/span><\/p>\n<h2><b>Conceitos b\u00e1sicos do NPS<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A pesquisa NPS cont\u00e9m uma pergunta NPS que \u00e9<\/span><span style=\"font-weight: 400;\"> uma escala de 1 a 10, onde o respondente avalia o servi\u00e7o e quantifica a probabilidade de promover sua empresa aos seus conhecidos. De acordo com duas pontua\u00e7\u00f5es, os clientes s\u00e3o divididos em tr\u00eas categorias:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Se um cliente te qualifica com uma nota 9 ou 10, ele \u00e9 considerado um <span style=\"color: #99cc00;\"><strong>promotor<\/strong><\/span>, cliente fiel que promove a sua marca voluntariamente ao compartilhar sua experi\u00eancia positiva.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Se ele te der 6 ou 8, \u00e9 considerado <span style=\"color: #ffcc00;\"><strong>passivo<\/strong><\/span>, ou seja, n\u00e3o tem reclama\u00e7\u00f5es do produto ou servi\u00e7o, mas n\u00e3o resistiria olhar a grama do vizinho. <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Uma nota 6 ou inferior classifica seu cliente como um <span style=\"color: #ff0000;\"><strong>detrator<\/strong><\/span>.\u00a0<\/span><\/li>\n<\/ul>\n<p>Com a nota NPS dada pelos respondentes, \u00e9 poss\u00edvel calcular o \u00edndice NPS, que uma m\u00e9trica ou KPI que te fornece um insight da popularidade da sua marca e satisfa\u00e7\u00e3o dos consumidores. Apenas as pontua\u00e7\u00f5es detratoras e promotoras entram para o c\u00e1lculo NPS:<\/p>\n<p style=\"text-align: center;\"><strong>% de promotores &#8211; % detratores<\/strong><\/p>\n<p>Por fim, esse valor resultante ser\u00e1 o seu \u00edndice NPS ou pontua\u00e7\u00e3o NPS e estar\u00e1 em uma das seguintes zonas de classifica\u00e7\u00e3o NPS:<\/p>\n<ul>\n<li>Excel\u00eancia<\/li>\n<li>Qualidade<\/li>\n<li>Aperfei\u00e7oamento<\/li>\n<li>Cr\u00edtica<\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\"><span style=\"color: #ffcc00;\"><strong>&gt;&gt;&gt;<\/strong><\/span> <a href=\"https:\/\/www.questionpro.com\/pt-br\/NPS.html\" target=\"_blank\" rel=\"noopener\"><em>Saiba mais sobre o \u00edndice de NPS ideal e as zonas de classifica\u00e7\u00e3o NPS<\/em><\/a><\/p>\n<h2><strong>O que o Net Promoter Score proporciona?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Conside<\/span><span style=\"font-weight: 400;\">re que o Net Promoter Score em si n\u00e3o conta toda a hist\u00f3ria do cliente, mas d\u00e1 uma vis\u00e3o ampla que voc\u00ea pode utilizar para <strong>obter<\/strong> <strong>feedbacks<\/strong> acion\u00e1veis e espec\u00edficos. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Essa medida tamb\u00e9m \u00e9 muito \u00fatil para comparar a <strong>fidelidade do cliente<\/strong>, j\u00e1 que o processo classifica os clientes satisfeitos como promotores. E ao mesmo tempo, te ajuda a focar nos clientes detratores e insatisfeitos que requerem mais aten\u00e7\u00e3o. Dessa forma, voc\u00ea amplifica os promotores e recupera os detratores, melhorando a imagem da marca e <strong>diminuindo a rotatividade de clientes<\/strong>.<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"color: #ffcc00;\"><strong>&gt;&gt;&gt;<\/strong><\/span> <a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/clientes-detratores\/\" target=\"_blank\" rel=\"noopener\"><em>Clientes detratores: como detect\u00e1-los e transform\u00e1-los em promotores<\/em><\/a><\/p>\n<div class=\"B6fmyf\">\n<div class=\"eFM0qc\">\n<div class=\"action-menu\"><\/div>\n<\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">No entanto, h\u00e1 muito mais a ser obtido com o NPS. Depois de calcular o \u00edndice NPS, voc\u00ea n\u00e3o gostaria de saber quais s\u00e3o os fatores determinantes da sua pontua\u00e7\u00e3o? Quais etapas da jornada de compra est\u00e3o interferindo na pontua\u00e7\u00e3o final? <\/span><span style=\"font-weight: 400;\">Quais atributos do processo de compra afetaram o NPS? Foi o atendimento p\u00f3s-compra? A facilidade de navegar no e-commerce? O atendimento do vendedor na loja?<\/span><\/p>\n<p><span style=\"font-weight: 400;\"> Realizar essa an\u00e1lise \u00e9 crucial para determinar estatisticamente quais caracter\u00edsticas ou experi\u00eancias t\u00eam o maior impacto na sua pontua\u00e7\u00e3o NPS, para isso uma metodologia espec\u00edfica chamada <a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/net-promoter-score-transacional\/\" target=\"_blank\" rel=\"noopener\">Net Promoter Score transacional<\/a> \u00e9 aplicada.\u00a0<\/span><\/p>\n<h2><b>Como realizar uma pesquisa NPS<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O uso de uma plataforma avan\u00e7ada para medir e conhecer a experi\u00eancia dos clientes de maneira inteligente, trar\u00e1 melhores resultados e te ajudar\u00e1 a desenvolver uma vantagem competitiva para alcan\u00e7ar seus objetivos.<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"color: #ffcc00;\"><strong>&gt;&gt;&gt;<\/strong><\/span> <a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/pesquisa-net-promoter-score\/\" target=\"_blank\" rel=\"noopener\"><em>Qual \u00e9 a melhor plataforma para criar uma pesquisa net promoter score?<\/em><\/a><\/p>\n<p>A QuestionPro, al\u00e9m de conter a pergunta tradicional NPS, conta com a pergunta exclusiva <a href=\"https:\/\/www.questionpro.com\/pt-br\/features\/nps-plus\/\" target=\"_blank\" rel=\"noopener\">NPS PLUS<\/a> que vai mais afundo e permite que o respondente justifique sua avalia\u00e7\u00e3o e vote nas justificativas dos outros respondentes.<\/p>\n<p>Mas n\u00e3o termina por a\u00ed. Uma plataforma de pesquisa te permite usar l\u00f3gicas para as perguntas e otimizar o fluxo da pesquisa, proporcionando uma coleta de dados mais inteligente e tornando o exerc\u00edcio de responder mais agrad\u00e1vel ao respondente.<\/p>\n<p><span style=\"font-weight: 400;\">Mas a informa\u00e7\u00e3o coletada s\u00f3 \u00e9 \u00fatil quando voc\u00ea age sobre elas. Portanto, ap\u00f3s realizar uma pesquisa NPS, se dedique na an\u00e1lise dos dados coletados exibidos em um painel de controle personaliz\u00e1vel, completo e intuitivo, onde voc\u00ea pode colaborar com outros integrantes da equipe e distribuir o relat\u00f3rio de resultados por diversos meios.<\/span><\/p>\n<hr \/>\n<h4 style=\"text-align: center;\"><strong>Agora \u00e9 hora de usar o melhor <a href=\"https:\/\/www.questionpro.com\/pt-br\/tour\/\">software de pesquisa online<\/a> do mercado! Conhe\u00e7a todos os nossos produtos, ferramentas e licen\u00e7as em uma <a href=\"https:\/\/ctademocompleta.questionpro.com\/?custom1=blog.estudo-conjoint\">demonstra\u00e7\u00e3o da plataforma QuestionPro<\/a> sem compromissos e totalmente em portugu\u00eas.<\/strong><\/h4>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/pt-br\/features\/\" rel=\"\"><strong>Ver todas as ferramentas de pesquisa da QuestionPro<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cEm uma escala de 0 a 10, qual a probabilidade de voc\u00ea nos recomendar a seus amigos ou colegas de [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":126340,"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":[211,212],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - 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