Increasing profits is the main goal of most companies operating in the market for goods and services. The main aspect of their activity is building relationships with customers. Loyal customers not only bring profit to organizations, but also bring in new customers. Therefore, loyalty calculation is necessary for organizing an effective business.
It is necessary
- - results of the survey;
- - calculator.
Instructions
Step 1
Conduct a survey among consumers of your brand. This can be done in several ways. One option is to use interviewers. They need to be hired. They should interview the people who bought your product. The main question will be how likely your client is to recommend your company's product or service to their friends and acquaintances.
Step 2
Use the services of organizations that specialize in conducting sociological surveys. Employees of these companies will independently select focus groups and conduct a survey. You will be presented with the final results, based on which you can draw conclusions about the level of loyalty.
Step 3
Formulate the answer options in such a way that the respondent could indicate the likelihood of recommending your product from 1 to 9. The higher the rating, the more likely he will recommend your company to friends and acquaintances. The group of people that answers "8-9" is loyal or promoters. The group of respondents who chose "6-8" refers to neutrals. All those who chose the option less than "6" can be called critics.
Step 4
Calculate the percentage of each of the three groups. This way you can determine how your target audience shares and how many people there are ready to advertise your product without demanding anything in return.
Step 5
Find the difference between the percentage of promoters and critics. It is she who reflects the number of net buyers. The higher this indicator, the higher the loyalty of consumers in general.
Step 6
Make recommendations for further interaction with target audiences. By adding a few clarifying questions to the questionnaire, it will be possible to determine what your customers do not like, what needs to be improved in order to gain their loyalty. Much attention should be paid to critics. Serious work must be done to turn them into neutrals.
