Who are your best customers – the ones who love your camp or class in the most tangible ways? They recruit their friends. They sign up during Early Bird registration. They read and respond to your emails.
How would you like to bottle some of that customer love? To know exactly what you’re doing right for those people, so you can keep pleasing them and multiplying their influence to the benefit of your program?
By surveying your customers with one key question, NET Promoters can not only measure your customer experience but also can predict future growth.
Ask Your Customers the Most Important Question
According to Net Promoter, the key question to ask is:
“On a scale of 0-10, how likely is it that you would recommend our program to a friend or a colleague?”
Respondents are grouped as follows1:
- 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.
The percentage of Detractors is subtracted from the percentage of Promoters to yield the Net Promoter Score (NPS), which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).2
What Works About Net Promoters
The simplicity of Net Promoters is great for small businesses. Knowing your Net Promoter Score gets you and your staff on the same page. Your NPS is easy to understand and calculate and provides a common language for setting goals and evaluating them.3
You also can search the web for your competitors’ NPS scores and see where you stand. You can compare your results over time, and you can predict customer loyalty and revenue.4
According to Medalia, a global provider of customer experience software, “Bain and Co, who originally introduced this metric, … found that for most industries, the Net Promoter Score accounts for 20% to 60% of a company’s organic growth rate. On average, the leader in an industry has a Net Promoter Score more than double of its competitors.”5
Follow Up With the Second Most Important Question
While your NPS shows where you stand with customers, you need an action plan to make the most of your promoters and learn from your detractors. “It’s like losing weight,” says Deborah Eastman, chief customer officer at Satmetrix, the firm that worked with Bain & Co. to develop NPS. “Stepping on a scale will give you a measurement, but the only way you get an outcome is by changing your behavior.”6
Customers who respond to THE MOST IMPORTANT QUESTION above should receive from you THE SECOND MOST IMPORTANT QUESTION, says Chad Keck, co-founder and CEO of Promoter.io (a company that’s sent out more than 5 million surveys)7:
“What is the most important reason for your score?”
While you can find your NPS score with the first question, the second question helps you know how to respond. Make sure you stick to only one follow-up question, however. “With each added click or question, your chances of someone opting out of a survey drop 50%,” Keck says.
Engage Your Respondents
You need to engage each category of your respondents (detractors, passives, and promoters) with distinct communications, Eastman says. Here’s how8:
- Detractors: Reach out to them, and identify opportunities to make up for negative experiences. In a day and age where so few companies seem to care if consumers leave them, you will stand out! Learn from them, and use their insights to improve your customer experience.
- Passives: Explore the reasons why “they like you but don’t love you, and find out what you need to do to move over that goal line.”
- Promoters: Think of ways you can mobilize them to help you gain even more customers through their recommendations.