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NPS® Follow Up Emails

NPS® Follow Up Emails
Nearly two-thirds of the companies who measure CX metrics prefer to calculate Net Promoter Score® over Customer Satisfaction (CSAT) Score and Customer Effort Score. But do all the companies utilize the advantages of measuring NPS®? Well, this depends on what they further do with it.

NPS® is a CX metric that measures Customer Loyalty with a brand or an organization. But the real purpose lies in not just measuring it but improving it. For this reason, you should send follow-up emails to the customers. Follow-up NPS® emails are necessary to know the reason behind the ratings given by the customers.

But the unfortunate fact is that many companies leave midway just measuring the NPS® and not doing anything about it. While measuring NPS® using an NPS Survey Software like Zonka Feedback is beneficial for your business to know the exact position of your business in the market, the key lies in making a well-defined NPS® Follow Up process.

At Zonka Feedback, we focus on collecting Customer Feedback with surveys and making the best use of it by taking the much-needed actions to improve Customer Experience and enhance Customer Satisfaction.

This article will show you some good examples of NPS® Follow-Up emails that you should use to follow up on an NPS® Survey. Here, we will cover how to write:

You can use these email examples as templates to write your NPS® Follow up Emails. Let's first learn more about the purpose of sending these follow-up emails and why it is vital to set up a goal while writing and sending them and go ahead with them accordingly.

Purpose of NPS® Survey and Following Up on NPS Feedback

The Net Promoter Score® is a Customer Experience metric that helps to measure Customer Loyalty towards a brand or a business and present it in quantitative terms. It is helpful to know and showcase your company's position in the market with a numeric score. However, the primary purpose of NPS® is not confined to know about the situation but to improve it.

NPS Follow up process is meant to serve this primary purpose. So before you send the follow-up email, you must have a clear goal in mind about why you have measured NPS and what you want to attain by sending the email. Your objectives of NPS and NPS follow up email can be:

  • To increase Sales and Revenue by cross-selling or upselling products.
  • To attract more customers by motivating a good word of mouth and promoting referrals.
  • To enhance Customer Satisfaction to the level of Customer Delight and build more customer loyalty.
  • To make a good relationship with the customers through regular surveys, i.e., Relationship NPS Surveys.
  • To track the rise and fall in Customer Loyalty with time.
  • To obtain customers' suggestions and opinions to know more about their expectations from the business.
  • To collect information about the weak points of the business which the customers don't like and can become a reason for their churn.
  • To make improvements in products and services and working on weaknesses of the business to retain the customers.
  • To convert a Bad experience into a good one by resolving customer issues and complaints rightly and closing the Customer Feedback Loop with NPS.

Let's decide on the objectives of typically sending NPS Follow up emails to promoters, detractors, and passives separately and let's then explore the examples you can use.

NPS® Follow Up Goals and Emails for Promoters

While deciding on the goals for sending NPS follow-up emails for Promoters, we must keep in mind that the main aim for this email in the case of Promoters would be that they always stay our promoters, and we should use their feedback to create more of them. We should thank them, ask them what they like the most. Knowing this will help empower our strengths and motivate them to share their experience with others.

Let's explore these goals and the examples of emails to attain them.

1. To know what customers liked the most about the products and services.

Promoters liked you, but what did they like the most? The answer to this question is essential to know your strengths and USP. This will help you maintain the quality of products and services you provide. Here is the email you can send to your customers for this purpose.

Hey [Name],

Thank you so much for granting us a rating of 10/10. This score makes us really proud and super happy! We would love to know what you liked the most about our product.

Would you please spare some minutes to let us know what made you give this excellent rating? This will help us to maintain the same standards and provide even better experiences every time.

Thank you.

Regards,

[Name] from [Company Name]

2. To motivate the Promoters to give positive business reviews.

Business reviews have a significant impact on the purchase decision of new customers. Who else can write better about your brand than your Promoters? With this email, let's request and motivate your Promoters to share positive business reviews.

Hey [Name],

We are more than happy to know that you liked our product. Thank you for rating us 10/10. This score makes us happy and motivated!

It would be great to write a review on our website to help other customers make a better purchase decision.

Thank you.

Regards,

[Name] from [Company Name]

3. To get a testimonial about your products or services.

People do read testimonials when deciding to buy something they haven't tried. Researches suggest that testimonials on the sales page of your website can increase around 34% of conversions,  on average. You can send this email to get a testimonial from your customers.

Hey [Name],

Thank you so much for this! We are delighted to know that you rated us 10/10. We would love to learn more about your experience and share your success story with our customers.

Would you please write a short testimonial and get featured in one of our case studies on our website? Just a brief idea about your experience would work and the rest we will take ahead.

Please do let us know what you feel about it. 

Thank you.

Regards,

[Name] from [Company Name]

4. To know your competitors in the Market.

Customers are a great source of information about your competitors. With this kind of email, let's try to know what strategies your competitors are using and what customers like about them.

Hey [Name],

Thank you so much for making us fortunate enough to get a great score! It feels fantastic to know that you are happy with our services.

What do you feel about us if you compare us with our competitors? We would love to know about 2-3 of your favorites and what made them so.

Thank you.

Regards,

[Name] from [Company Name]

5. To upsell similar or complementary products and services that the customers liked.

Your customers being your promoters means they like your products and services and trust you. If they trust you, they can buy complementary goods from you. Then why make them rush to your competitors to purchase similar products if you have them! With this email, you can upsell some similar and complementary products, as it's easier to sell them to your Promoters rather than attracting new customers.

Hey [Name],

We are more than happy to know that you liked our products! Have you explored our new range of products in the category (Product Category Name)?

We think that you’d love them too! Happy Shopping!

Thank you.

Regards,

[Name] from [Company Name]

NPS® Follow Up Goals and Emails for Passives

While deciding on the goals for NPS follow-up emails for Passives, you must keep in mind that the Passives are the most vulnerable customers and tend to churn if they get a better offer from your competitors. So your main goals should be to know what they expect more from your end to delight them and convert them into promoters.

Let's decide on some goals for sending follow-up emails to Passives, and let's also explore some examples of emails to attain them.

1. To know the aspect which they didn't like or the expectation not fulfilled.

Passives do have some element in their mind which stopped them from becoming Promoters. Or we can say they were expecting more from you. To find out that aspect or expectation, you need to ask them. You can use this email for this purpose.

Hey [Name],

You just rated us 7/10. We are applying our best efforts to make our customers happy and satisfied. Sadly, we could not do live up to your expectations.

Could you please let us know what we could do to make your experience a great one so that we can serve you better next time?

Thank you.

Regards,

[Name] from [Company Name]

2. To upsell some other products or services which the Promoters Loved.

Maybe your customers didn't like a specific product, service, or aspect of your business. Perhaps they would like some other one. With this email, let's motivate them to buy some other products which your customers may appreciate.

Hey [Name],

You recently bought our [Product Name]. We are more than happy to have you as our customers, and we want to ensure that you also feel the same. Was there any issue with this product?

We have the best selling collection of (Product line/collection name) with us, most of the customers are utterly satisfied with the quality of these products. Would you like to try these products or replace your existing product with any of these?

We will not apply any shipping or replacement charges to this order. Happy to help!

Thank you.

Regards,

[Name] from [Company Name]

3. To obtain suggestions and opinions from your customers.

Passives must be having some different expectations from your business, and they can share them in the form of suggestions. When you take suggestions from your customers and make changes to your business as per their advice, they feel connected to your business. With this email, you can ask for suggestions from your customers.

Hey [Name],

We are delighted to have you as our customer, and we want to ensure you feel the same. However, if you are disappointed with our products and services, we would like to know how you think we can serve you better.

We would love to get your suggestions so that we can serve you better next time. Your opinion and satisfaction matter to us the most!

Thank you.

Regards,

[Name] from [Company Name]

4. To find out if they like any of your competitor brands more than yours.

If your customers gave you a rating of 7 or 8, the reason might be that they like more than yours a similar product or service provided by one of your competitors. With this email, you can ask them who are your competitors, and how they satisfy them more than you.

Hey [Name],

You recently purchased our (Product Name) and rated us 7/10. It’s sad for us to know that we could not live up to your expectations. However, we are trying our best to make our customers’ experiences awesome and better each day!

If you had to compare us with our competitors, who do you feel is providing better quality and experience? We would love to know your best three and what made them so!

Thank you.

Regards,

[Name] from [Company Name]

NPS Follow Up Goals and Emails for Detractors

Detractors are the customers which you should focus on the most. They are the most dissatisfied customers and tend to churn quickly. They are also most likely to share their negative experiences with others. So you must keep in mind that the primary goal while sending NPS follow-up emails to your detractors is to stop them from churning and bring them back by genuinely improving their experience.

Let's decide the goals for sending follow-up emails to detractors and explore examples of emails to attain them.

1. To know what they didn't like about your business that made them detractors.

After receiving a bad rating from a detractor, your main aim should be to know why they gave such a negative rating that made them detractors. With the help of this email, you can ask them what they don't like about your business, products, or services.

Hey [Name],

We noticed that you were disappointed with our services as you rated them 4/10 a couple of days ago. Our sincere apologies for your bad experience. We will do our best to improve your experience.

Could you please tell us what went wrong to help us fix up all your concerns?

Thank you.

Regards,

[Name] from [Company Name]

2. To establish or schedule a direct contact via call or chat to understand their bad experience.

Your customers may not answer what they hated about their experience. Maybe they can better explain and share their bad experience with you over a direct call or chat. A personal conversation will help you understand better about their issues and resolve them in a better way. You can use this email to ask for scheduling a call or chat to understand their concerns better.

Hey [Name],

We always put in the best of our efforts to provide the best products and services to our customers. However, we noticed that something went wrong, and you rated us 5/10 yesterday. We are not sure what went wrong and want to understand where we missed to live up to your expectations.

Can you please give us a few minutes of your time for a short call, somewhere this week, where we get to know better where things went wrong and make things better for you?

Thank you.

Regards,

[Name] from [Company Name]

3. To apologize to them and genuinely improve their experience.

If your customers have gone through a negative experience with your brand, you should apologize for it, especially when you know that there is a fault at your end. Further, you should genuinely try to improve their experience and should convey this to your customers. You can do this with the help of this email.

Hey [Name],

We noticed that you were disappointed with our (Product name) and rated it 5/10. We read your feedback and got to know about the defect in the product. We sincerely apologize for your bad experience and are putting in our best efforts to make things right for you.

We have dispatched the new product for exchange which should arrive by tomorrow. Request you to hand over the faulty (product name) to our representative and receive the new product. We have double-checked it on our part and assure you that you will not face such an issue again.

We are happy to bear the exchange and delivery charges. Feel free to contact us in case of any concern.

Thank you.

Regards,

[Name] from [Company Name]

4. To retain the customers or bring them back to the business.

Retaining old customers is a profitable thing to do, as you know it's five times cost-effective than attracting new ones. To counter their negative experiences, you can offer your customers something that reduces their dissatisfaction and makes them happy. With an email like this, you can try offering them something to calm them down and win them again.

Hey [Name],

We got to know about your bad experience with delivering our products a few days back, on which you rated us 5/10. We put in our best efforts and fixed things up for you. However, we apologize for all the hustle you went through and truly feel bad about it.

As an apology gesture, we offer you free delivery for the next six months on any of our products as compensation. We hope you will like this and give us more opportunities to serve you. Feel free to contact us in case of any concern.

Thank you.

Regards,

[Name] from [Company Name]

5. To know if they are opting for your competitors and what better they get from them.

When you get detractors, you should also try to research who your competitors are in the market and how they are serving the customers better than you. In this way, you will know more about the changes you need to make in your business to satisfy your customers. You can use this email to get this information and utilize it to improve your business and Customer Experiences.

Hey [Name],

You rated us 6/10 a few days ago. We feel sad to know that we could not make it up to your expectations.

Would you please tell us if there is any specific aspect to improve and serve you better? Would you mind conveying some examples of companies that you think are doing a better job? We would love to know and try implementing things as you like.

Thank you.

Regards,

[Name] from [Company Name]

Automating Sending NPS Follow Up Emails 

With the Zonka Feedback NPS Software, you can set up automated NPS Follow Up emails to be triggered after your customers have filled out your survey. 

Sending NPS Follow Up Emails with Zonka Feedback 

Here's how: 

  • Sign up for the NPS Survey Software. 
  • Create your NPS Survey and start collecting feedback. 
  •  Go to 'Alerts' and turn on 'Enable conditional responses based on feedback metrics'. 
  • All the feedback metrics you measure like NPS, CES and CSAT will show up. Select NPS. 
  • You will see two editor boxes to add automated emails for Promoters, Detractors, and Passives. 
  • Add your email body, along with placeholder texts for personalization.
    • Click on 'Save' once done.

Your emails will automatically trigger after you start receiving feedback responses.

NPS Survey - Conditional Responses to Detractors, Passives and Promoters

Benefits of using an NPS Survey Software to send Follow Up Emails 

  • Follow-Ups are automated.
  • Emails can be personalized.
  • Emails can be sent immediately.
  • Different Email Templates can be used for Promoters, Detractors, and Passives. 
The purpose of taking feedback and measuring CX Metrics is to get a conversation going with the customer. Taking feedback and measuring NPS is not the end goal. Ensure that you follow up with your customers, personalize your conversations and close the feedback loop. When done right, you can easily turn your Detractors into Promoters and grow your business.

Published on Jul 09, 2021. Updated on Jul 09, 2021.



Nikhil Dawer

Written by Nikhil Dawer

Jul 09, 2021

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