Behind every Net Promoter Score® is a customer looking to communicate. In order to get the most out of your data and truly “wow” customers, it’s important to go beyond the score. Explore this interactive infographic for five unexpected ways to use your Net Promoter Score data to better connect with customers.
Learn more about how customer surveys can improve the customer experience
Lori Gauthier is Zendesk's Director of Marketing Research, where she conducts research involving employees, customers, and prospects. Lori holds a PhD in Communication and a PhD Minor in Psychology from Stanford University, where she taught the communication research methods course and conducted survey-focused research. Lori can be found on Twitter: @datadocgauthier .
Chelsea Larsson is a content marketer for Zendesk and a frequent contributor to Relate. She believes any problem can be solved with a pen, paper, and Pimm's cup. Find her on Twitter: @ChelseaLarsson.
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Behind every Net Promoter Score® is a customer looking to communicate. To make the most of that conversation you need to dig into customer comments.
1. Scrutinize Your Score
Different combinations of Detractors and Promoters can result in the same scores. It’s important to look past the score at the specific ratio of customers who speak well or ill of your company.
2. Pinpoint Your Heavy Hitters
Although all of your customers are important, not every customer account holds the same weight in your business. For example, is your company built on small business owners, mid-market, enterprise or a combination? Prioritize the scores of customers who affect you the most and move to solve their issues quickly. But don’t forget to also follow up with the other customers in time.
“Customers who scored you in the 0-3 NPS® range are people that are more likely than anyone to churn.”
3. Defy the Danger Zone
Be aware of customers who scored you in the 0-3 range—these people are more likely than anyone to churn. Identify which heavy hitting customers fall in the danger zone and then dig deeper to discover their pain points.
4. Play the Listening Game
Most NPS surveys include a follow-up free-form question asking customers to explain their recommendation rating. Engage with your customers' comments to understand the real reasons behind their frustrations. For example, customers might think product failures are causing their frustrations when something else is to blame. Uncovering the real reasons enables companies to eliminate those pain points. Customer-identified "product failures" are actually opportunities for advising, training, and up-selling customers.
“Don't stop at what Detractors are saying, get to the why behind their comments.”
5. Set the stage for more to come
Your audience wants to communicate with you. Keep the conversation going with these four follow-ups:
- Thank everyone
Let customers know you appreciate their time and honesty. They took time to give you feedback, it's nice to acknowledge their effort. A simple "Thanks for your valuable feedback" is a good start.
- Show your Detractors some love
Don't stop at what Detractors are saying, get to the why behind their comments. Then, follow up with key customers in this group to address their concerns.
- Nudge your Passives
Look for the biggest difference between the comments from your Passives and your Promoters. Is there anything you can do to nudge them into the Promoter group?
- Encourage your Promoters
Invite them to review your organization online and incentivize them to recommend your organization to others. Recommenders are helpful for evangelizing your product to prospective customers.