As we've seen in the previous blog on growth through Net Promoter Score, identifying your Promoters, Passives and Detractors is all about measurement and communication. Measure your customer experiences and know what your customers are thinking. Communicate with them to address issues, grow relationships, get unique insights while closing the customer loop.
Crafting the way you engage with different types of customers is a smart path to greater feedback response rates and improving retention. Customer feedback, good or bad, can benefit you, if used right.
Here are some approaches you can use to craft smarter NPS surveys:
The good - Invite your Promoters who give you positive feedback to submit a review for your company online. Consider the most likely channels where potential audiences may look for a business or service like yours - Is it Google? Yelp? Facebook? Route your review requests to the place that is most likely to be seen by your potential customers. This will help you grow your online reputation using real customers with real experiences - 88% of consumers have read reviews to determine the quality of a local business!
The bad - Send your Detractors a message of apology and get customer support team members to follow up with them and ask them what it would take to remedy their situation. Bill Gates said 'Your most unhappy customers are your greatest source of learning' and we could't agree more. Your detractor comments are a potential goldmine that can uncover potential wider issues your business may not be aware of.
The indifferent - As Passives are the customers easily swayed by competitor offers.
They provide a great opportunity to find out what would transform their experience from a good one to a great one, getting a better rating next time. You can invite them to join a loyalty programme to encourage them to come back. 73% of consumers say friendly customer service representatives can make them fall in love with a brand. If your business provides great service rather than good service, customers are likely to walk away as promoters rather than passives not very loyal to your brand. Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 4x as likely to refer, and 7x as likely to try a new offering - demonstrating the alluring potential passives pose to your organisation if they are converted into promoters.
How are you engaging different customers as a customer-centric business?
This blog is an excerpt from the '5 ways to grow your business with NPS' eBook.
Get this free eBook here:
