{
    "id": 937,
    "date": "2020-10-24T18:18:23",
    "date_gmt": "2020-10-24T16:18:23",
    "guid": {
        "rendered": "https:\/\/www.surveyrock.com\/blog\/?p=937"
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    "modified": "2020-10-24T20:39:46",
    "modified_gmt": "2020-10-24T18:39:46",
    "slug": "net-promoter-score-nps-with-online-survey",
    "status": "publish",
    "type": "post",
    "link": "http:\/\/www.surveyrock.com\/blog\/pt_br\/net-promoter-score-nps-with-online-survey\/",
    "title": {
        "rendered": "Pontua\u00e7\u00e3o do Promotor Net (NPS) com uma pesquisa online"
    },
    "content": {
        "rendered": "<p>Net Promoter Score, ou NPS, \u00e9 um n\u00famero que lhe diz como \u00e9 prov\u00e1vel que seus clientes recomendem seu produto, servi\u00e7o ou empresa a um amigo ou colega.  Basta uma simples pergunta de pesquisa como a que est\u00e1 abaixo. <\/p>\n\n\n\n<!--more-->\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24135322\/image-8.png\" alt=\"\" class=\"wp-image-938\" width=\"474\" height=\"144\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24135322\/image-8.png 632w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24135322\/image-8-300x91.png 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24135322\/image-8-150x46.png 150w\" sizes=\"auto, (max-width: 474px) 100vw, 474px\" \/><figcaption>Pergunta sobre a pontua\u00e7\u00e3o do Promotor Net<\/figcaption><\/figure>\n\n\n\n<p>\u00c9 calculado tomando a porcentagem de clientes com probabilidade de promover seu produto (pontua\u00e7\u00e3o de 9 ou 10 = \"promotores\") e subtraindo os clientes com pouca probabilidade de promov\u00ea-lo (pontua\u00e7\u00e3o de 6 ou menor = \"detratores\").  As pessoas que respondem com 7 ou 8 s\u00e3o chamadas de \"passivas\" e seus n\u00fameros s\u00e3o usados apenas no c\u00e1lculo da porcentagem geral.  A Pontua\u00e7\u00e3o do Promotor Net \u00e9 amplamente popular em grande parte devido \u00e0 sua simplicidade e facilidade de uso.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">O que \u00e9 NPS?<\/h3>\n\n\n\n<p>O NPS \u00e9 uma famosa ferramenta de gest\u00e3o utilizada para medir a satisfa\u00e7\u00e3o do cliente.  Ele \u00e9 t\u00e3o popular que agora \u00e9 usado por <a href=\"https:\/\/fortune.com\/longform\/net-promoter-score-fortune-500-customer-satisfaction-metric\/\" target=\"_blank\" rel=\"noreferrer noopener\">dois ter\u00e7os da Fortune 1000<\/a>.  Foi criado por (e \u00e9 uma marca registrada de) Frederick Reichheld, Bain &amp; Company e Satmetrix.  Net Promoter Score foi apresentado pela primeira vez em um artigo da Harvard Business Review, de dezembro de 2003, intitulado \"<a rel=\"noreferrer noopener\" href=\"https:\/\/hbr.org\/2003\/12\/the-one-number-you-need-to-grow\" target=\"_blank\">O n\u00famero \u00fanico que voc\u00ea precisa para crescer<\/a>&#8220;.<\/p>\n\n\n\n<p>Ao utilizar nosso <a rel=\"noreferrer noopener\" href=\"https:\/\/www.surveyrock.com\/template\/sample-net-promoter-score-nps-survey-template-13509\" target=\"_blank\">modelo de pesquisa<\/a> voc\u00ea pode criar sua pr\u00f3pria pesquisa NPS em quest\u00e3o de minutos.  Embora a pergunta mostrada acima seja tudo o que \u00e9 necess\u00e1rio para calcular a pontua\u00e7\u00e3o, a melhor pr\u00e1tica \u00e9 incluir perguntas de acompanhamento para descobrir mais sobre seus clientes ou clientes.  <\/p>\n\n\n\n<p>Recomendamos especialmente acrescentar uma pergunta como \"O que podemos fazer para melhorar isto [empresa\/produto\/servi\u00e7o]\"? (inclu\u00eddo em nosso <a href=\"https:\/\/support.surveyrock.com\/support\/solutions\/articles\/4000069988-use-one-of-our-many-sample-survey-templates\" target=\"_blank\" rel=\"noreferrer noopener\">modelo<\/a>).  Esta pergunta da pesquisa poderia ent\u00e3o ser seguida com um telefonema ou e-mail offline para obter mais detalhes.  O objetivo \u00e9 melhorar seu servi\u00e7o ou produto a fim de transformar os detratores em promotores!  <\/p>\n\n\n\n<p>Quando voc\u00ea usa uma pesquisa NPS nas intera\u00e7\u00f5es e acompanhamento de seus clientes, voc\u00ea envia uma poderosa mensagem de que est\u00e1 interessado em melhorar seu servi\u00e7o e que voc\u00ea se importa com o que eles sentem.  Voc\u00ea mostra a eles sua dedica\u00e7\u00e3o ao sucesso de seus clientes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">C\u00e1lculo do NPS<\/h3>\n\n\n\n<p>O c\u00e1lculo do NPS \u00e9 f\u00e1cil.  Primeiro subtraia o n\u00famero de detratores do n\u00famero de promotores e divida isso pelo n\u00famero de pessoas que responderam \u00e0 pergunta.  Matematicamente, seria assim:<\/p>\n\n\n\n<div class=\"wp-block-mathml-mathmlblock\">\\Contagem de Promotores Contagem de Detratores Contagem de Promotores Contagem de Passivos Contagem de Detratores Contagem de Detratores*100<script type=\"text\/javascript\" src=\"https:\/\/www.surveyrock.com\/blog\/wp-includes\/js\/dist\/hooks.min.js?ver=dd5603f07f9220ed27f1\" id=\"wp-hooks-js\"><\/script>\n<script type=\"text\/javascript\" src=\"https:\/\/www.surveyrock.com\/blog\/wp-includes\/js\/dist\/i18n.min.js?ver=c26c3dc7bed366793375\" id=\"wp-i18n-js\"><\/script>\n<script type=\"text\/javascript\" id=\"wp-i18n-js-after\">\n\/* <![CDATA[ *\/\nwp.i18n.setLocaleData( { 'text direction\\u0004ltr': [ 'ltr' ] } );\n\/\/# sourceURL=wp-i18n-js-after\n\/* ]]> *\/\n<\/script>\n<script  async type=\"text\/javascript\" src=\"https:\/\/cdnjs.cloudflare.com\/ajax\/libs\/mathjax\/2.7.7\/MathJax.js?config=TeX-MML-AM_CHTML\" id=\"mathjax-js\"><\/script>\n<\/div>\n\n\n\n<p>A pontua\u00e7\u00e3o \u00e9 um n\u00famero entre -100 (todos s\u00e3o um detractor) e +100 (todos s\u00e3o promotores) e quanto mais alto o n\u00famero, melhor!  <\/p>\n\n\n\n<p>Qualquer pontua\u00e7\u00e3o NPS acima de 0 \u00e9 boa.  Isso significa que seu p\u00fablico \u00e9 mais leal do que n\u00e3o.  Qualquer coisa acima de 20 \u00e9 considerada favor\u00e1vel. A Bain &amp; Co, a fonte do sistema NPS, sugere que acima de 50 \u00e9 excelente, e acima de 80 \u00e9 de classe mundial. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.netpromoter.com\/compare\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"546\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24175106\/2016-b2c-sps-sector-averages.jpg\" alt=\"Benchmarks da ind\u00fastria de amostras NPS\" class=\"wp-image-955\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24175106\/2016-b2c-sps-sector-averages.jpg 750w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24175106\/2016-b2c-sps-sector-averages-300x218.jpg 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24175106\/2016-b2c-sps-sector-averages-150x109.jpg 150w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/a><figcaption>NPS Benchmarking | Fonte: NICE Satmetrix<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Infelizmente n\u00e3o \u00e9 realmente poss\u00edvel dizer exatamente o que \u00e9 uma boa pontua\u00e7\u00e3o e o que \u00e9 uma m\u00e1 pontua\u00e7\u00e3o em n\u00fameros absolutos, porque cada ind\u00fastria \u00e9 um pouco diferente como voc\u00ea pode ver no gr\u00e1fico acima.  <\/p>\n\n\n\n<p>Al\u00e9m disso, existem tamb\u00e9m diferen\u00e7as regionais.  Por exemplo, os consumidores sul-americanos freq\u00fcentemente d\u00e3o <a href=\"https:\/\/www.businesswire.com\/news\/home\/20070222005121\/en\/Satmetrix-Reveals-Findings-Cultural-Differences-Customer-Loyalty\" target=\"_blank\" rel=\"noreferrer noopener\">maior \u00edndice de satisfa\u00e7\u00e3o<\/a> do que outros grupos culturais, enquanto os consumidores japoneses s\u00e3o os <a href=\"https:\/\/www.medallia.com\/press-release\/japanese-consumers-set-the-bar-for-high-standards-while-south-americans-are-the-easiest-to-please-new-research-finds\/\" target=\"_blank\" rel=\"noreferrer noopener\">mais dif\u00edcil de agradar<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Quando usar uma pesquisa NPS<\/h3>\n\n\n\n<p>H\u00e1 in\u00fameros casos em que seria uma grande id\u00e9ia verificar com seus clientes o quanto eles gostam de trabalhar com voc\u00ea.  Aqui est\u00e3o apenas alguns:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ap\u00f3s terem completado uma intera\u00e7\u00e3o com seu departamento de servi\u00e7os.  Isto \u00e9 melhor feito o mais r\u00e1pido poss\u00edvel para que n\u00e3o se esque\u00e7am de nenhum detalhe.<\/li><li>Quando eles tiverem terminado de usar seu produto ou servi\u00e7o<\/li><li>Pouco depois de terem come\u00e7ado a utilizar seu servi\u00e7o para descobrir se existem lacunas relativas \u00e0 experi\u00eancia de vendas\/marketing.  Isto tamb\u00e9m o ajuda a detectar quaisquer problemas logo no in\u00edcio. Outra vantagem com esta abordagem \u00e9 que permite que voc\u00ea veja o progresso ao longo do tempo.<\/li><\/ul>\n\n\n\n<p>Geralmente, uma pesquisa NPS \u00e9 melhor distribu\u00edda ap\u00f3s o cliente ter alcan\u00e7ado um marco significativo com seu servi\u00e7o ou, se o cliente est\u00e1 com sua empresa h\u00e1 muito tempo, ap\u00f3s um certo per\u00edodo de tempo.<\/p>\n\n\n\n<p>O Net Promoter Score \u00e9 um sinal de alto n\u00edvel e deve ser rastreado e medido ao longo do tempo.  Para clientes de longo prazo, recomendamos fazer o check-in regularmente, talvez trimestralmente.  Voc\u00ea n\u00e3o quer fazer isso com tanta freq\u00fc\u00eancia que eles fiquem fartos da pergunta, mas \u00e9 preciso que seja com freq\u00fc\u00eancia suficiente para dar tempo de ajustar o curso, se necess\u00e1rio.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Come\u00e7ando com o NPS<\/h3>\n\n\n\n<p>Come\u00e7ar com o NPS \u00e9 muito f\u00e1cil com o SurveyRock.  Apenas&nbsp;<a href=\"https:\/\/www.surveyrock.com\/site\/login\">login<\/a>&nbsp;ou&nbsp;<a href=\"https:\/\/www.surveyrock.com\/site\/signup\">criar uma conta gratuita para come\u00e7ar<\/a>!  A partir de seu painel de pesquisa clique em \"+Criar\" e depois em \"Pesquisa a partir de Modelo\" para ver todos os nossos v\u00e1rios modelos de pesquisa.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"224\" height=\"149\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163418\/image-9.png\" alt=\"\" class=\"wp-image-945\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163418\/image-9.png 224w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163418\/image-9-150x100.png 150w\" sizes=\"auto, (max-width: 224px) 100vw, 224px\" \/><\/figure>\n\n\n\n<p>V\u00e1 at\u00e9 \"Net Promoter Score\" e clique no t\u00edtulo para ver um exemplo de question\u00e1rio ou o bot\u00e3o \"Select\" para copiar o modelo NPS para seu painel de controle.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"441\" height=\"51\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163740\/image-10.png\" alt=\"\" class=\"wp-image-946\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163740\/image-10.png 441w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163740\/image-10-300x35.png 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163740\/image-10-150x17.png 150w\" sizes=\"auto, (max-width: 441px) 100vw, 441px\" \/><\/figure><\/div>\n\n\n\n<p>Agora voc\u00ea tem uma pesquisa NPS de 4 p\u00e1ginas que voc\u00ea pode personalizar como quiser. A primeira p\u00e1gina \u00e9 a pr\u00f3pria pergunta do NPS.  A segunda \u00e9 uma pergunta de acompanhamento para ajud\u00e1-lo a entender por que o cliente selecionou o n\u00famero que ele fez.  A terceira p\u00e1gina ajuda voc\u00ea com informa\u00e7\u00f5es demogr\u00e1ficas e a \u00faltima p\u00e1gina \u00e9 para ajudar em qualquer contato subseq\u00fcente.  Isso \u00e9 tudo o que \u00e9 preciso!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24164354\/image-12.png\" alt=\"\" class=\"wp-image-948\" width=\"471\" height=\"136\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24164354\/image-12.png 642w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24164354\/image-12-300x87.png 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24164354\/image-12-150x44.png 150w\" sizes=\"auto, (max-width: 471px) 100vw, 471px\" \/><figcaption>Pergunta de acompanhamento<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Aplicando os dados do NPS<\/h3>\n\n\n\n<p>Assim, voc\u00ea criou uma pesquisa NPS e agora est\u00e1 recolhendo diligentemente o feedback dos clientes.  Qual \u00e9 o pr\u00f3ximo passo?  Como voc\u00ea pode converter estas informa\u00e7\u00f5es em intelig\u00eancia acion\u00e1vel?  Bain, um dos criadores do Net Promoter Score, oferece <a href=\"https:\/\/www.bain.com\/insights\/closing-the-customer-feedback-loop-newsletter\" target=\"_blank\" rel=\"noreferrer noopener\">algumas sugest\u00f5es<\/a>.  <\/p>\n\n\n\n<p>\"Lembre-se de que cada transa\u00e7\u00e3o que sua empresa tem com os clientes \u00e9 uma oportunidade de criar um promotor. Mas as experi\u00eancias do cliente que mais importam s\u00e3o \"momentos de verdade\", aqueles poucos contatos que possuem o maior potencial para deleitar - ou alienar - os clientes\".  A Bain oferece uma lista de verifica\u00e7\u00e3o de 5 pontos de feedback do cliente para ajud\u00e1-lo a definir sua estrat\u00e9gia de atendimento ao cliente, em toda a empresa.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Voc\u00ea chegou a um consenso sobre os cinco \"momentos da verdade\" mais cr\u00edticos de sua empresa com os clientes?<\/li><li>Os funcion\u00e1rios e gerentes est\u00e3o recebendo o feedback dos clientes rotineiramente, diariamente ou semanalmente?<\/li><li>Voc\u00ea informa aos clientes o impacto que seu feedback teve na melhoria de seus processos?<\/li><li>Voc\u00ea sabe qual o percentual de detratores que suas opera\u00e7\u00f5es agora convertem em promotores atrav\u00e9s de processos de recupera\u00e7\u00e3o de servi\u00e7os?<\/li><li>Voc\u00ea pode colocar um valor em d\u00f3lares ao transformar um detractor em promotor?<\/li><\/ul>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color has-small-font-size\"><br><br>Net Promoter, Net Promoter Score e NPS s\u00e3o marcas registradas da Bain &amp; Company, Inc., Fred Reichheld e Satmetrix Systems, Inc.<\/p>",
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        "rendered": "<p>Net Promoter Score, ou NPS, \u00e9 um n\u00famero que lhe diz como \u00e9 prov\u00e1vel que seus clientes recomendem seu produto, servi\u00e7o ou empresa a um amigo ou colega. Basta uma simples pergunta de pesquisa como a que est\u00e1 abaixo.<\/p>",
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