Customers now have more opportunities than ever to voice their opinions — good and bad — about a product or service. A customer’s review is a powerful double-edged sword. When positive, it offers brands and businesses a sharp advantage; when negative, it cuts right through to the bottom line.
Businesses that understand the power of a customer’s opinion know it is more cost effective to nurture an existing customer than to acquire new customers. Rewarding customer loyalty is a good start, but you’ll need more than a customer rewards program to turn your happy customers into passionate promoters for your business. What you need, is a supercharged Net Promoter Score (NPS).
What is NPS?
NPS or Net Promoter Score is a trusted metric for finding out what customers think of your company. It has been adopted by large, international companies like Airbnb, Amazon, Slack, Hubspot and Unbounce to measure customer loyalty and its long-term impact on the business.
Scores can range from -100 to 100, with scores 0 and above deemed favourable.
How does NPS work?
Through a specific question structure, you’ll be able to categorise your customers into 3 categories: detractors, passive, and promoters.
Taking the example below:
Once you’ve put your customers into categories, it is recommended that you focus on the detractors and promoters. Why? Because promoters tell you what you’re doing right, so you should continue to do those things. On the flip side, detractors tell you what’s not working, so you can fix it, pronto! If there’s a recurring issue, chances are that the problem lies with your business and not the customer.
Now that you’ve sorted your customers into categories, let’s get to know them better:
Why you should care about NPS
Numerous surveys and statistics have shown that nurturing existing customers works out to be more cost effective and brings in higher returns for businesses.
So that’s a wrap for part 1 of our series on NPS. If this has sparked your curiosity, contact us to discuss the application of NPS in your business.