All businesses, when they started taking and getting feedback, focus on unhappy customers and put energy on issues and problems that customers are having with the business. It's standard practice to try to win back detractors and turn them to promoters.
When running NPS Surveys, same thing happens unfortunately. Most companies wind up focussing on the bad feedback (detractors), that they completely miss the promoters and don't leverage them at all. Winning back detractors and saving miffed customers from churning is a tough nut to crack, no doubt — but when most businesses get engulfed in this toil, they fail to get the most out of their ambassadors, the promoters.
A promoter is a loyal enthusiast of your company. In an NPS Survey, the promoters are the ones that give you a score of 9 or 10, which simply means that they are Extremely Likely to recommend your company, business and services to friends and family. Being a promoter for your brand, they are likely to spread positive word of mouth for your brand and help you to generate at least 16% more in profits.
What's the best part when you also focus on promoters? They love your brand and hence are very easy to reach out to. A lot can be achieved with the help of promoters without putting in a huge amount of effort.
We’ve put together 5 ways in which you can leverage the power of the promoters.
5 ways to getting most out of your Promoters
- Reach out and show gratitude
- Solicit feedback on upcoming products and services
- Make them feel special
- Ask for a review
- Be a customer reference
Reach out and show gratitudeReach out to your promoters and thank them for being a customer. Your promoters should be aware of how important they are for you, so it's time you make them realize the same. You can attach personal notes when you communicate with them. This simple act of personalization will deepen the relationship your company shares with the customer even more.
Also, communicate what you’ll be doing to make things better with the help of their feedbacks. Knowing that their inputs matter so great and are actually being implemented, your promoters will view your business even more favorably. Loyal customers like to be acknowledged.
Solicit feedback on upcoming products and services
Promoters quite naturally will know your products and services better than anyone else so they will be the best people to consult before building something new to offer. Ask for inputs on how a particular product should be shaped so that it provides the maximum utility and satisfaction to the customers.
Not only can your promoters help you build better products, they will also be excited about any opportunity to shape the future of the product from the brand/company they love.
Make them feel specialSince they are such loyal customers, there’s no reason why you shouldn’t make them feel special. The best way to do that is by rewarding them in some way. Rewards can be anything from a 10% discount to access to limited edition products. What really matters is that your customers understand that they are amongst the most special customers.
Many brands nowadays give their loyal customers an opportunity to be among the first to try out a new product. Promoters who are active on social media can also generate a lot of buzz for the new product before the actual release.
Ask for a review
Promoters love what you do! Also, they are very likely to recommend your business to their friends, family, and other acquaintances. To speed up this process you can actually even ask your customers to recommend you to others in the form of reviews. Loyal to their nature, they are most likely to do it for you!
If a promoter were to leave a positive review on your website, for example, that could boost sales. It’s a well-known fact that word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. Also, customers, these days trust online reviews close to personal recommendations.
Encourage your promoters to spread positive words of mouth
Prospective customers often want to speak with existing customers about their experience before selecting a solution, especially in the B2B world. Your promoter can be a great source for these conversations.
You may reach out to a few of your promoters that are already using your products in different industries and see if they would be comfortable in occasionally speaking with your prospective customers. Promoters can enlighten others on how your product is better than the rest of them available in the market.