Don't Waste Your Time
Maximizing your promoters is a matter of designing your
customer's whole experience with your brand, from social to search
to your actual Web site, around shaping their positive opinions.
Don't waste time focusing on just one aspect of your Web site to
boost conversion or by focusing on just paid search to boost
clicks. Spend your energy, time and money optimizing the whole
experience for an integrated, cohesive brand story that will engage
and charm your customers, winning them as promoters.
The Simple Formula
- Determine your company's NPS by surveying your customer base
with two questions: the ultimate question noted above and the
primary reason for the rating.
- Determine the results and address the top priorities of
detractors.
- Address the priorities of Passives and Promoters and develop
strategies to energize Passives into Promoters.
- After addressing these customer priorities and executing
strategies, wait six months to one year and survey again.
Converting detractors into passives and passives into promoters
will increase your score significantly. In order to achieve this,
it's usually necessary to have a culture change within your
business, making it customer-centric and incorporating superior
customer service into your brand identity. It's very important to
develop a strategy for handling complaints. This will require a
customer feedback tool that's easy to use and unbiased, and a plan
for addressing each complaint.
The formula is simple, but not easy. However, the concept is
easy: The fundamental action required is to do right by your
customers. Realigning your goals to meet your customers' priorities
may not be an overnight process, but the rewards will inevitably be
greater than the costs.