I’ve found the net promoter score (NPS) to be a very powerful tool on several fronts that requires little time from the respondent:
- Asking the ultimate question, “On a scale of 0 to 10, with 0 being ‘none,’ what is the likelihood you would recommend our product (service, company, etc.) to a friend, family member or colleague?” is a quick and easy way to get feedback from customers and open the door for further dialogue.
- Asking the follow-up question, “Why did you give us that score?” will provide some insight which can inform your follow-up.
- Every response is an opening for your to continue the conversation, extend the dialogue, with your customer by thanking them for providing their feedback since it’s critical for you and your firm to improve.
- A respondent that gives you a “9” or “10” is a “promoter.” Not only should they be thanked for their positive feedback, which needs to be shared with your team, you should also ask these respondents for referrals and for them to share their thoughts via social media. Make sure you provide the links to your primary social media channels to make sharing as easy as possible.
- A respondent that gives you a “7” or “8” is “uncommitted.” You response to them will have a large impact on whether they’ll become a “promoter,” a “detractor” or a former customer. By letting an “uncommitted” customer know you appreciate their feedback and you aspire to convert them to a “promoter,” you are letting them know their business is important to you. Now, you need to ensure you deliver and outstanding customer experience the next time they give you the opportunity.
- A respondent that gives you a “6” or lower is a “detractor.” A few years ago, a business-owner could just write these respondents off as “former customers.” Today, with the growth of social media, you must reach out to a “detractor” immediately and resolve their issue or risk a “detractor” that’s active in social media with ruining your brand. “Detractors” are invaluable to your business. If they don’t complain, you don’t know there’s an issue that needs to be addressed that others have not felt compelled enough to complain about. Additionally, there are a number of studies that show if you address the concerns of a “detractor,” they will be more loyal, and valuable to your business, long-term versus the customer that never complains.
As a business owner, my biggest concern around NPS would be low response rates. The survey is so quick and easy, if a customer is not responding, it shows they’re not engaged with my business and don’t care about our relationship.
It’s worthwhile to reach out to non-responders as well to enhance engagement.
NPS is a great way to begin and continue a dialogue with customers. It’s how you build trust, repeat business and profitability.
How have you used NPS to improve satisfaction and profitability in your business?