You’ve used your Net Promoter Score® (NPS®) survey to identify your share of promoters. The results of your NPS surveys are out: you have a high Net Promoter Score, with a high number of promoters. Congratulations! Give yourself a pat on the back. And then get to work. Having a high share of promoters is only the beginning. NPS promoters, customers who rated you a nine or ten on the NPS survey, are essential for your business. Promoters are enthusiastic, will advocate for you, can boost your referrals, are less price sensitive – the list goes on.
However, just because someone gave you a rating of nine or ten doesn’t mean they are singing your praises. Probably because they don’t know how to or whom to do the singing. But you must get the most out of your promoters. Your promoters are the key to boosting customer referrals. As long as you can encourage your promoters to actively promote you.
Here are a few ways to get your promoters actively promoting and advocating on your behalf.
Establish Relationships with Promoters
It all starts with connecting with your promoters – customers who rate you a nine or higher on the NPS survey. You need to establish regular and meaningful communication and build solid relationships with your promoters. The best customer-centric companies don’t just address their detractors. They also focus on and nourish their promoters, and listen carefully to what they have to say.
You should also acknowledge your promoters – even a simple thank you would do. This is a great way to acknowledge the efforts of promoters who are already advocating on your behalf. It also serves as a great way to encourage other promoters to actively promote you.
Provide Avenues for Promotion
You might find that your NPS promoters want to advocate on your behalf, they just don’t know who to talk to and how. You must be able to offer your promoters avenues and opportunities for promotion. Provide a link to your customer referral program, or prompt them to share their rating on social media. Send a pre-filled tweet for them to share, or a Facebook post they can upload to their timeline. But make sure your requests for referrals or promotions are well-timed.
For example, right after a customer completes an NPS survey is a good time. You can capitalize on your promoters’ positive feelings for your brand. Send an email specific to promoters – survey logic can help create a customized email for customers that give you a high Net Promoter Score. You can even use a pre-created NPS survey template to ask a different question based on the different categories. The email can be a request to forward to friends and colleagues, with an embedded link that allows the friend to sign up for the product, service or free trial.
Ask for Customer Reviews
You can also ask your promoters to leave you positive reviews on popular review websites like Yelp, or Amazon. What other people have to say about a business is usually an important factor for potential customers. And most potential buyers go on to review websites during their buyer’s journey. So feel free to ask your promoters to post a review about your business.
Asking your promoters for a review can increase the quantity and quality of reviews – reviews are an important factor in your Google search ranking. Reviews, especially positive ones, give you credibility in the eyes of potential customers. They can even be used to tell a story in the form of multiple reviews. If you are an online business, then positive reviews from your promoters are especially important – they can improve your click-through rate (CTR).
Collaborate with Customers on Case Studies
Another great way to get your promoters to promote is through the use of case studies and testimonials. Case studies, video testimonials, industry-specific use cases are great ways to tell a story about your product, service or brand, and to instill trust among customers. Case studies work specifically well in B2B businesses, where specific use cases can show to potential customers how your product or service can help. These are great resources that potential new clients can refer to when making a decision about doing business with you.
Ask your customers to share their experiences with your product or service. Understand the challenges they faced before using your product or service. Find out how your promoters used your products or services to solve their problems. Use case studies to showcase how your product or service can solve issues that customers commonly face. They are also a great way to tell stories about the customer experience associated with your brand.
As an added benefit, all this in-depth insight from your customers can help you gain valuable insights into what works and what doesn’t and how you can improve. Your promoters’ stories might even give you a perspective on using your product or service in unexpected ways.
Publish Customer Testimonials
Customer testimonials are powerful, simple ways to showcase how relevant and effective your product or service is. Ask your customers for testimonials and permission to publish these onto your website, Facebook page, and social media sites.
You can also leverage the follow-up question from the NPS survey itself. Create a dynamic survey using survey logic that asks promoters the question, ‘Please tell us the reason for this score’. You’ll get a wealth of insight on what you are doing right. You’ll also get honest customer feedback that can be a powerful and persuasive rationale for doing business with you.
Get NPS Promoters to Speak For You
You can also reach out to your promoters asking them to speak on your behalf. This strategy can be especially meaningful in the B2B space, where prospective customers can gain more confidence by speaking to existing customers. Your promoters can offer a valuable perspective on how to best use your offerings, and how to derive value from them. They are uniquely positioned to educate and even convince others on how to make the most of your products or services. You just need to give your promoters an opportunity to express their expertise and enthusiasm.
Once you use the NPS survey to identify your promoters, encourage them to promote your business. This, in turn, will help you use NPS to boost customer referrals. A continuous process that integrates NPS into your organization transforms NPS into a powerful tool. Check out Zonka’s Net Promoter Score survey templates and customer feedback management software – the partner that can help you create a customer-centric organization.