Top-Notch Tactics for Your Net Promoter Score and Social Media Efforts
This topic is as hot as it gets! We're combining a business benchmark best practice with a social media twist to give you an unbeatable combination: get customer satisfaction insight, grow an email marketing list, and promote your social media sites!
Why all of the fuss over the Net Promoter Score? The Net Promoter Score, or NPS®, is based on the fundamental perspective that every company's customers can be divided into three categories: Promoters, Passives, and Detractors. By asking one simple question - How likely is it that you would recommend [your company] to a friend or colleague? - you can track these groups and get a clear measure of your company's performance through your customers' eyes.
Customers respond on a 0-to-10 point rating scale and are categorized as follows:
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
Now, let's tie it all together in your survey.
Ask everyone to join an email marketing list- you'll collect the names of people who want to receive special offers, get updates and keep in touch with you. Many satisfied customers are willing opt-in to giving you their email address. Next, ask the NPS question: "How likely are you to recommend us to friends, family, or colleagues?" The detractors (Less than 6 on the scale) are thanked for their feedback and the survey ends. Passives and Promoters are next shown the Social Media screen so they have the opportunity to engage with you on social media, and even post while their good experience is fresh in their mind.
Here's why this works:
Promoters: They're proud to be your customer, and can't wait to share it with the world! Provide the links to your social media sites so they can "like" you, and write an awesome post about their experience.
Passives: They're satisfied with your business, but won't go out of their way to promote you. They may not be enthusiastic enough to post, but if you make it convenient for them by providing the links at the end of the survey they'll be willing to give you a "like" or a "follow" when invited. They're vulnerable to your competition though, so be sure to give them great incentives to visit again through your social media posts & promotions.
Detractors: They gave you their feedback on a bad experience, and you'll do your best to ensure that your operations are improved in the future. They had a chance to voice their opinion in the survey and aren't as motivated to share the dissatisfaction on their social media networks. Even if they don't return, you have the insight to fix the problem immediately, and the comfort in knowing you gave them a venue to give their feedback that keeps them away from "yelping" about it later.
What have you accomplished?
Many people, presumably happy customers, will sign up for the email club- but not everyone- some people don't like getting email offers. Those who answer on the NPS scale that they would highly recommend your company are now given the opportunity to also follow your social media efforts. Some of the people that didn't want to receive emails from you are happy to hear from you via social media. Ultimately, you've received critical feedback from the detractors and let them get their negative experience off their chest in the survey- and you've given multiple options for your happy customers to engage with you further. It's a recipe for success that will energize your operations and marketing efforts, and help keep you top-of-mind with your happy customers. Remember, it's never too late to turn those "passives" into "promoters"!
We've set up at survey so you can see how it works!
On your smartphone or tablet, go to this URL in your web browser to take the survey: sots.mobi/socialdemo
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